Getting Customers to Respond Emotionally

We all seem to forget, after crossing the business’s building threshhold, that we are customers too. All the good lessons we learn everyday are forgotten as we sit down at our desks and work out new ways to torment market to our existing customers.

We spend millions on advertising agencies, advisors and consultants to tell us where we’re going wrong. The end result is a new brand strategy (for internal use only), some lists and a few of those very formal looking checkboxes. I don’t believe most this works.

I don’t think that the majority get it right. People aren’t some formula, or at least their emotional responses aren’t some formula. Those responses are based on things that can’t be measured by checkboxes. What’s more is that we’re all after an emotional response to our product, service or business. We’re all looking to have our customers fall in love with us. Which is great except we spend our lives hiding behind the safe agency, the safe strategy and the safe list. We don’t give our customers anything to fall in love with. The standardised ’safe’ processes we, as businesses, choose to employ rip the magic out of our offering.

So this all begs the question - how do we get our customers to respond to and engage with our product, service or business on an emotional level?

I believe that 3 changes have to take place before any business can even consider relating to their customers of this level.

The first change is Attitude. The second change is Approach. The third change is Story.