Connecting with your audience through emotion

In our previous episode, we talked about how to create personas that represent your intended audience. But what next? How do you use what you know about your audience to communicate in a way that really resonates with them and helps them connect what they need with what you’re selling?

Brands grow through emotional resonance. At the heart of great brand messaging is a true empathy for the humans you’re here to help. When you start with empathy, you can offer relevant solutions (not sales spin), alleviate rather than agitate a problem, connect rather than coerce and pull people towards a decision that’s right for them (rather than pressure them through potentially unethical techniques).

In this episode, we’re talking about why leading with emotion creates the connection you need to sell, how to understand the emotional drivers behind purchasing decisions, and why storytelling will be one of your best brand assets.

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