As digital marketers, we’re trained to focus on features, benefits, and conversions. We polish our unique selling propositions (USPs), highlight our product specs, and aim for performance-driven results.
But somewhere along the way, we forget the most human part of marketing—emotion.
Recently, I’ve had to remind myself of this truth. In the age of AI, data, and automation, it’s easy to become overly analytical and forget how it actually feels to use a product, service, or solution. Yet emotion is what connects people to brands—not just numbers or technical features.
1. Specs Are Not Enough—Add Emotion
Let’s take tech gadgets as an example. Every new iPhone comes with higher storage, more megapixels, faster chips—you know the drill. The product page will often include performance charts, camera comparisons, and benchmark improvements.
For tech enthusiasts, these numbers are meaningful. But for the majority of consumers? Not really. Most people only care about a few specific features that relate directly to their needs—or what they understand.
Worse, presenting too much information can lead to information paralysis, making people more hesitant to make a purchase.
A better approach? Weave emotion into your messaging.
How does it feel to hold the phone? How much easier will your life be when your photos look amazing? What sense of security do you get from longer battery life?
When in doubt, start speaking the customer’s language—and that means using emotional terms.
2. Use Emotional Storytelling
We’ve all seen those emotional Thai commercials that leave us teary-eyed. They’re long. Sometimes a bit dramatic. But incredibly effective.
Why? Because they tap into something deeper: a relatable, human story.
Even in performance marketing—where the focus is often on metrics like ROAS, conversion rate, and CAC—we shouldn’t ignore the emotional impact on our audience. Storytelling doesn’t replace data-driven marketing; it enhances it.
The good news? You can use AI to help turn dry messaging into emotionally resonant stories. Short doesn’t mean shallow. Even a few lines can deliver powerful meaning.
3. What Do You Want Your Customers to Feel?
Most marketers are trained to talk about saving time, money, and energy. But fewer ask this: How do we want our customers to feel after using our product?
Yes, emotions are subjective. But even aiming for just one dominant feeling—confidence, joy, relief—can change the way you craft your message.
Imagine if AI could track real-time emotional responses. That might be the next evolution of user experience measurement.
When I write these articles or share my reflections, I hope to spark something in you—a sense of learning, inspiration, or simply the feeling that someone understands where you are in your journey. It may not be groundbreaking, but it comes from the heart.
Final Thoughts
Why is TikTok still so powerful? Because it entertains you. It makes you laugh, feel curious, or even emotional—all in under a minute.
So, ask yourself: What kind of emotion does your brand evoke?
When someone thinks about your product or company, what’s the first feeling that comes to mind?
Marketing isn’t just about getting people to act. It’s about making them feel something first.