People make decisions on emotion and then back up their decisions with logic. Good marketers understand the value of focusing on messages that will make the customer feel good. Wedding photographers do not take pictures, they capture the magic moments of that important day.
I have seen signs on vacation that simply say “Horses for Rent”. A message like that does not capture the emotion. A better message is “We get you up close and personal with nature in a natural way”. The second message, although longer, uses language that invokes greater emotions that would make you feel good.
Does your marketing message include words that stimulate the customer’s emotions?
