Are You Emotionally Connecting With Your Prospective Customers?

I recently wrote an article on What is your WHY? I shared what my WHY is.

What is often not realised is, how closely linked your personal WHY and your professional WHY are. I recently went through the process with a client. They were reluctant at first. They could not understand the relevance of her personal WHY to her professional WHY. She had started to consider her professional WHY prior to our session.

Despite her reluctance I asked her to consider experiences in her life that potentially influenced her, together with people who had influenced and inspired her. From those experiences and influences certain themes are always prevalent. Often it is the experiences that are the most painful to consider, that give us the most information. This certainly isn’t an easy process to go through, but the moment you get to the end and realise your WHY, is an incredible feeling. Sometimes it takes a while to sink in but when it does, everything just makes sense.

We then looked at her notes in relation to her considering her business WHY and that same theme came up, that we had established in her personal WHY. Your personal WHY and your professional WHY in my experience are always the same. But it is a lot easier to work out your personal WHY, as more often than not, we have had more life experiences which demonstrate the key themes.

In business there is a phrase often used, “people buy from people”. Why is that? The answer is simple; when we buy products or services we buy based on our emotions and feelings not based on analytical reasoning. Now I know some people will say, before I buy anything I will do a pros and cons list for each product and read the reviews. I can guarantee those pros and cons lists and reviews are still emotion based. Your brain will still lead you to the product or service that you feel the most emotionally connected too.
Apple is a prime example of marketing where people buy the products due to an emotional connection. They have connected into what their customers want e.g. to be seen and heard. They have defined the customer’s challenge and offered them a tool for their customers to express themselves. One of their campaigns said “Think Different”. This is so simple. Nowhere does it refer to computers or smartphones. It does not talk about the specification of either item. As ultimately customers are not interested in that. They want to connect with a brand.
By understanding your own WHY, this I guarantee will resonate with your potential customers. This is WHY people will buy from you, as many will have the same WHY or at the very least buy into your WHY and want to be a part of it. All this is based on emotions and feelings. We are human beings after all.

Any marketing message therefore must demonstrate the WHY. But this is where I truly find things get interesting. The marketing message needs to be about your customer not you. So, whilst the message includes your WHY, it needs to be communicated in such a way that your customer feel you understand them. It is about their story not yours.

If you would like to find out your WHY or would like assistance in building your marketing message, please contact us to book a Strategy Session. We would love to help you find your WHY.

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