Most people like to believe they’re logical decision-makers, weighing pros and cons before choosing a product or service. But here’s the truth: Emotion drives decision-making, and logic just shows up afterward to justify the choice. It’s how our brains are wired. And if you’re in marketing—or even just trying to grow your small business—this insight is pure gold.
Think about your last big purchase. Maybe it was a car, a vacation, or even a pair of shoes you didn’t really need. Odds are, you made the choice because something about it felt right. Only after that gut decision did you start rationalizing: “Well, it’s got great gas mileage,” or “It was on sale,” or “These will last me for years.”
Good marketers don’t ignore logic—they just know it comes second. Instead, they focus on creating messages that spark emotion. Messages that make people feel excited, nostalgic, secure, or inspired.
Let’s look at an example. On a recent vacation, I saw a sign that read, “Horses for Rent.” Functional? Sure. Emotional? Not at all. Now imagine the same business with a sign that says: “Experience Nature Like Never Before—On Horseback.” Or even better: “Get Up Close and Personal With Nature, the Way It Was Meant to Be.”
That second message instantly paints a picture. You can almost feel the wind, hear the birds, and picture yourself trotting through scenic trails. It’s no longer about renting a horse—it’s about the experience. That’s the magic of emotional messaging.
Wedding photographers are another great example. A basic pitch might be, “We take wedding photos.” Yawn. But the best in the business say things like, “We capture the magic moments of your most unforgettable day.” They’re not selling pictures; they’re selling memories, emotions, meaning.
So, how can you add emotional depth to your marketing?
Here are a few quick tips:
Use sensory words (feel, taste, hear, see) to bring experiences to life.
Tap into universal human desires like love, belonging, adventure, or success.
Paint a picture—help the customer see themselves using your product or service.
Avoid dry, transactional language unless you’re writing a legal contract.
If you’re not sure whether your message is emotional enough, try reading it aloud. Does it make you feel something? If not, your audience won’t either.
When you lead with logic, you might inform people. But when you lead with emotion, you move them. And movement leads to action. Whether you’re selling a product, promoting a service, or trying to stand out in a crowded market, make them feel first.
How can you rework one of your current marketing messages to speak more to your customer’s emotions?
