Authenticity, emotion and your message

I was talking to a client the other day about something we both feel strongly about. Something that has a huge impact on the effectiveness of your copy, your overall message strategy and even your brand. Something we're all born with and yet we often hide when it comes to business.

Emotion.

Unfortunately, emotion and our ability to empathize can be the first things to go when service businesses start talking about Marketing with a capital M. Suddenly, everyone's trying to sound good (or worse, to sound more like their competitors). Sometimes, in their effort to craft the "right" message and to use the "right" language, they forget about their audience altogether! It sounds crazy, I know. But it happens.

Sometimes we forget that marketing is a conversation. We forget that all sales are emotional. We forget that even when we are logically defending a purchase we've made or a decision on who we want to work with, it really all comes down to the underlying emotions.

Think about your own experiences. Which brands make you feel like you've made a smart decision? Which vendors give you the sense that your professional reputation is going to be enhanced by working with them? Have you ever felt that "this" (whatever it is) will absolutely meet your business need?

Now, translate this to your own market. 

Which emotions are you hoping to elicit from your prospects and customers? How do you want them to feel about your service or product?

Which emotions are they experiencing already that you can tap into, that you understand, that you know you can help them with?

Where are your audiences' pain points?

What are their aspirations? What's important to them?

If your messaging and marketing isn't coming from this deeper level, it's time to take another look.