Have you ever published content that falls on deaf ears? Many consultants struggle to see results from their marketing, even with a clear value proposition and target audience. Often, the issue lies in communicating logic instead of emotion. In this post, I’ll share tips on injecting emotion into your marketing to boost engagement and conversions.

Why emotion wins over logic

Take a look at your current marketing. How much of it is logic-based? Now, consider consumer advertising - it's packed with emotional triggers, from music and attractive characters to storytelling. That’s because our initial reactions to marketing are emotional. The B2C advertisers spending big bucks on advertising know that emotional connection carries much more punch than the logical argument.

You can use the following tips to easily overcome the consultancy trap of leading with logic to build more emotion into your marketing messages.

Pain trumps gain

In B2B marketing, focusing on pain points is more effective than selling based on gains. Pain-based messaging stirs emotion more easily than logic-driven gain-based messaging. While it’s possible to use emotion to communicate gains, it’s much easier to start by addressing your client's pain points.

New over better

We’re instinctively drawn to what’s new, which elicits emotional excitement. When you focus on explaining why your solution is better, you often default to logic. However, positioning it as new taps into an emotional response, helping you stand out. This is why everyday products are frequently rebranded as "new and improved."

Outcome over solution

Your clients are buying outcomes, not just solutions. When you emphasise the outcome they’ll achieve, you connect with the emotional results they desire. Lead with the outcome to create an emotional connection, then introduce the solution to back it up with logic.

Succinct over detail

Detail-oriented messaging often appeals to the logical brain. Try cutting down your detailed explanations and focusing on the core emotional message. A succinct, emotion-driven version of your content will resonate more with potential clients.

Develop a deep understanding of your clients

Understanding your ideal clients’ emotions - better than they do - gives you a huge advantage. When you empathise with their challenges and desires, you can create messaging that speaks directly to their hearts, building a deeper connection and increasing the chances of conversion.

If you want to learn more about using emotion-driven marketing to generate a steady flow of sales calls, download my free “Ready-To-Buy Playbook.”

Access the Ready-To-Buy Playbook here.