Emotional connection: the best way to sell

Something I repeat often, because it is my primary goal: to help you and push you forward in bringing your business idea to life. That is my reason for doing this work — to welcome entrepreneurs who, at first, may feel somewhat lost, and to be a compass guiding them toward success.

Why do I bring this up? Because what you need to be clear about from the very start of creating your service or product is its purpose — the reason you're creating it. Your strategy needs to focus on your company's goals and purpose, not so much on what your product is or what it looks like.

A potential customer doesn't really care much about the product or service itself; what interests them is what that product or service will do for them — what problem it will solve. So if you're struggling to capture your potential customers' attention and not getting positive results, maybe you're overlooking this part of the story.

Many people say selling is extremely hard. I don't think so. You just need to set clear goals and build them around your target audience's needs. Then create messaging that touches your audience's emotions through your brand's purpose.

For example, if your product is a shampoo, don't sell it by talking about its formula, how it was manufactured, or the labs that certified it — no. Tell the story of how that shampoo will get rid of dandruff, how it will help unruly hair become silky, and how it will make everyone look radiant — all framed in a context the customer can relate to.

The most common mistake an entrepreneur makes is not knowing their value proposition for the community — not knowing how to communicate the brand's benefits in a way tied to the consumer's emotions. That's when no empathy is created with the target audience, so no one connects, and as a result, the sale is lost.

You must appeal to the buyer's desires, creating an emotional connection between the customer and the usefulness of your product. Potential buyers make the decision to buy when they feel an emotional connection with the product, when they see themselves reflected in it.

Why did you create your business? What needs will it meet in the community? What is your main goal? Answer these questions and build your service's and/or product's marketing strategy around the answers.

Sell emotions, not features.