When was the last time that you made a decision based purely on logic and reason?
If you had a hard time thinking of an example, you’re not alone! Most of us use both logic and emotions to make decisions. And yet, so much of the sales and marketing material that we see every day is emotionally cold.
Which is a shame because, when it comes to handing over their money, how your prospects feel about you is much more important than what they think.
This is especially true in competitive market environments. When it’s difficult to differentiate one service offering from another, your prospects rely on their guts to make the right decision.
So, if you want to stand out from the crowd, you’re going to have to move away from the head and engage the heart.
That means putting the features of your products and services to one side and focusing instead on stuff that creates the feel good factor.