Last week, I was flying back from Bulgaria after a fantastic half-term trip with my family. It was a smooth flight, the kind where you finally get a chance to catch up on the TV shows you’ve been neglecting.
So, I decided to binge-watch the last three episodes of Cobra Kai (don’t worry, no spoilers here). And somewhere over Europe, at 30,000 feet, I started crying.
Now, before you judge, hear me out. There’s something about watching movies on a plane that just hits differently, right? Turns out, science actually backs this up, low oxygen levels can heighten emotions, making us more prone to turning on the waterworks.
But here’s the real takeaway: emotion drives action.
Why Emotion Matters in Your Marketing
Think about the last time you made a big purchase. Chances are, it wasn’t just because of the features or price, it was because of how it made you feel.
This is exactly why the most successful brands don’t just sell products or services. Instead, they sell transformation. They tap into the real struggles their customers face and present a solution that makes them think, “This is exactly what I need.”
Let’s compare two approaches:
❌ “Marketing Consultation – £500 per session”
✅ “Struggling to attract more clients? Our expert-led marketing strategy sessions help businesses increase leads and grow revenue in just 8 weeks, without overwhelming complexity.”
See the difference? One is just a service.
The other speaks directly to a pain point, triggers emotion, and presents a clear, desirable outcome.
Is Your Marketing Selling Features or Feelings?
Most businesses make the mistake of focusing too much on what they offer rather than what their customers gain. If your website simply lists services and prices, you’re missing a huge opportunity to connect with potential customers on an emotional level.
Instead, try shifting your messaging:
➡ Instead of listing product specifications, highlight how your offerings make customers more productive and successful. ➡ Instead of talking about pricing structures, showcase success stories that prove your services deliver real value. ➡ Instead of offering generic solutions, position your brand as the exact answer to a specific challenge.
The Bottom Line
People don’t buy products or services, they buy a better version of their lives.
So, be honest: does your website sell services, or does it sell results?
If you need help making sure your website and your marketing is actually working for you (instead of just sitting there looking pretty), let’s talk.