Want more sales? Start with emotional marketing

Ever read an ad, sales page or post and felt... nothing?
That’s what happens when marketing forgets the human. If your message doesn’t feel personal and real, it won’t connect. And most definitely won’t convert. It’s not just a gut feeling, it’s neuroscience.

80% of buying decisions are emotional

We like to believe that we’re rational creatures. That we make decisions based on logic and reason. But emotion comes first. Every time. Studies show that up to 80% of buying decisions are driven by emotion. We choose with our feelings. Then, afterwards, we justify it with logic.

Whether you sell coaching, design, skincare or SaaS, your audience is still made up of humans. Even if they’re part of a corporate buying team. Even if they describe themselves as “data-driven.” They’re still emotional creatures at the core.

Selling more often equals stirring emotions

The most effective marketing isn’t just informative, it’s emotional. Communication you see, hear, feel that create associations, stir up happiness, curiosity but also fear or anger. It connects on a human level first, then gives the rational reasons to say yes (because that's what we tell ourselves and others are the reason for purchase).

Here’s how to do that...

Paint the emotional picture

Show how your customer will feel after working with you or using your product.
Will they feel relieved? Free? Confident? Proud?

Or paint the opposite:
What struggle, stress or discomfort will they avoid?

Use the senses

We remember things more vividly when they involve our senses. Use words that evoke touch, smell, sound, light. Use colors and visuals that trigger emotions.

Imagine these scenarios:

• “The feeling when seeing your first stripe payment in your bank account.”

• “That first deep breath after setting a boundary.”

• “The soft hum of a peaceful workspace.”

The details matter. And what matters stick.

Then bring on the logic

Once your audience is emotionally engaged, they want the logical backup.
This is where you add the proof:

• Features

• Case studies

• Testimonials

• Data

But remember, logic only justifies. Emotion decides.

The catch

As the title says, there is, of course, a catch. You can’t, and I will emphasize this, you can't create emotional resonance without knowing who you're speaking to.

You need to understand:

• What truly motivates your target audience?

• What are they afraid of?

• What keeps them stuck?

• What change do they long for?

You can’t guess.
You need to ask, listen, research. Talk to your clients. Pay attention to their language. 

The question is, do you know your audience well enough to make them feel something?

If not, what’s your plan to change that?

Because once you understand what matters to them, you’ll never have to rely on generic marketing again.