Emotion Trumps Features The Secret to Marketing Success

You need to have that because that part is the story that we tell ourselves to justify our decision. What we do in marketing terms, we talk about brand marketing and performance marketing is a bit of an oxymoron because why would you do unperformant marketing? But the point is you have a brand awareness marketing, brand marketing, which is the emotional component, and then you follow that up with the performance marketing, the feature-based stuff. You need to have that because that part is the story that we tell ourselves to justify our decision. Because no matter what we're buying, whether it's B2B or B2C, whether it's $20, $200, or $200,000, the way that we buy is we buy from the heart. We buy emotionally, and then we post-rationalize logically. As marketers, that's what we're doing. We're giving buyers permission to want to buy something. And if we understand that, I think the way that we communicate, the way that we choose to articulate our value proposition suddenly becomes not about features and bullet points, and it becomes about emotion.