"People don’t buy products. They buy better versions of themselves.”
– Unknown, but deeply accurate.
Let me tell you a little story shared by a well known entrepreneur.
He once watched his friend Bill spend over $700 on a sleek espresso machine. Now, he doesn’t even drink espresso that often. But there was something about the brushed steel, the gentle hiss of the steam wand, the café-level crema in every cup. He didn’t just buy coffee gear — Bill bought the feeling of being a barista in control.
And just like that, we have the answer:
Buying isn’t logical. It’s emotional.
You might say; "Of course everybody knows it is", yet some businesses till today still make a very costly mistake that butchers their sales.
Why We Buy What We Buy: The Hidden Forces at Play...
Science backs it up: studies from Harvard have shown that 95% of purchasing decisions happen in the subconscious mind.
We often think we’re making rational decisions — but really, we’re just using logic to justify an emotional pull that already happened.
Here’s what really drives the decision to click “Buy Now”:
1. Belonging: “This will help me feel part of something.”
2. Freedom: “This will help me escape stress or limitations.”
3. Power: “This will make me feel more capable or confident.”
4. Security: “This will help me feel safer or in control.”
5. Status: “This will help me be seen in a better light.”
The Big Mistake Many Brands Still Make
Now here’s the plot twist…
Many brands still lead with logic-based messaging:
“50GB of storage”
“Now with 3% more efficiency”
“Made from ethically sourced bamboo”
Useful? Sure.
But forgettable? Absolutely.
Because no one wakes up at 7am thinking, “Gosh, I hope I find something 3% more efficient today.”
What they really want is something that speaks to their deeper emotional needs. Something that feels like it was made for them.
What Emotionally-Driven Messaging Looks Like:
Let’s look at these two headlines side by side:
Before: Has no emotional message and simply a logic driven message.
After: Has an emotional message and speaks to the needs not logic.
See the difference?
Here’s how you can start using emotional messaging that converts:
1. Start with Empathy
Before trying to sell, ask:
“What’s my audience really struggling with today?”
Understand their fears, dreams, frustrations — not just their demographics.
2. Tap into Aspirations
Don’t just tell them what your product does.
Show them who they’ll become when they use it.
People don’t want budgeting software. They want the feeling of financial freedom.
They don’t want cloud storage. They want peace of mind.
3. Use Storytelling (Not Sales Copy)
Stories lower resistance. They engage the brain.
Share a real transformation. Make it relatable
For example:
“Before Canva, I used to dread designing social media posts. I’d spend hours wrestling with tools that weren’t built for me. Then everything changed.”
Way better than:
“Canva is an easy-to-use graphic design tool.”
4. Speak Human, Not Robot
Avoid stiff, corporate tones.
Talk like a real person. Even you wouldn’t believe the salesy stuff many brands still use today.
Instead of:
“Optimize your workflow with intuitive solutions.”
Say:
“Finally... something that helps you get work done without the tech headaches.”
A Brand That Gets It: "Apple"
Let’s take a brand that nails emotional marketing — Apple.
Apple doesn’t just say “12MP camera.”
They say: “Capture every moment like never before.”
They don’t sell processors. They sell creativity, possibility, and belonging to a movement.
An example of Apple's emotional marketing message.
They understand that what people really want isn’t the product — it’s the feeling of becoming the kind of person who uses that product.
Final Thoughts: Sell the Emotion, Not Just the Thing
Here’s the truth most brands don’t want to hear:
You’re not in the business of selling products.
You’re in the business of selling emotions, outcomes, and identities.
Most brands never unlock this side of their messaging — but yours can.
If this post made you see your brand differently, wait till you see what we can do with your content.
We help brands tell stories that sell — beautifully, emotionally, and authentically.
Explore working with us here. Contact Us