You are doing everything right – why is your business failing? Easy steps to add emotional value to your business

You are doing everything right – you have carefully analyzed your target market, you perfected your offering, you integrated your marketing message and your businesses is still failing, or at best struggling from day to day.

What gives? 

Affect and Cognition

People remember how you made them feel

Research after research and article after article point out to  psychological value as determining factor of success. In other words, customers do not remember what you did or how you did it.

What customers DO REMEMBER is how you made them feel.

No customers

Image courtesy of

Just imagine you are visiting a restaurant. The food is superb, service impeccable and ambiance wonderful. As you are leaving the restaurant you hear some scuffle in the street. You rush to see what is happening and witness restaurant staff cussing out hungry child diving in the restaurant dumpster. Would you go back?

I didn’t think so.

So recipe for success is quite simple – make sure you connect to customers at all touch points, right?

Starbucks will write your name on the cup and call it a day, Evian still rides on the success of the dancing baby ad; those are some happy brands.

But how can you do it with your business?

Let’s say you are a heavy equipment provider for construction companies? How do you connect to your customers? It can be as simple as posting a joke on your LinkedIn page your customers can laugh over, instead of adding another picture of your crane.

Connect with customers

You might post this


Instead of this

In the end, which one is the one you responded to?

Here are some strategies on building happy brands:

  • Value your employees – your employees are the ones who interact with customers – make them feel good, they will make your customers feel good. Check out here and here on best strategies to happy employees.

    emotional value

    Happy employees make happy customers

  • Build emotional value to your marketing message – convey emotions through ideas, color, light, sound or motions that consumers can relate and respond to into your marketing message

  •  Add psychological value to your loyalty program to encourage active loyalty– weather it is giving your customers premium offers, or premium status, you need to make them feel good. This study explores the topic in depth.
  • Utilize social media to build emotional connections – instead of using your social media for hard sell, do not be afraid to crack a joke, share a sentiment or just respond to customers on personal level. Taylor Swift does it best.
    Taylor Swift responds to fan

    Taylor Swift responds to fan

    Social media use

    Taylor Swift responds to a fan


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s