William Joseph Communications

To Succeed, Create an Emotional Connection with Customers

When trying to connect with customers before, during, and after purchase, it is essential that we reach them on an emotional level. It’s true that logic always plays a part, but emotion is what captures a person’s interest initially and in the end, compels them to make a decision and act. More factual criteria, like the features and benefits of a product, are most powerful after a person is paying attention and before they take a final illogical leap to a decision. But, at the beginning of the decision process and at the end, emotion is key.

Decisions are Both Rational and Emotional

It’s the emotional aspect of decision making that first captures a person’s interest, enables them to purchase, and maintains their attachment. When buying a car, rational aspects include the engine, number of seats, mileage, top speed, and many other factors. Emotional aspects are more intangible and numerous. They could include how the car makes a person feel (accepted, rebellious, bold, safe, etc.), expected experiences (fun family moments, mountain adventures, or bond building road trips), and the personality a person ascribes to the brand (cool, popular, or delightful for example).

Any decision you make today to engage with a company will be both emotional and rational. Emotional decisions are fast and often subconscious. Rational decisions are laboured and intensely conscious. We can distance ourselves from emotions and seek to exclude them using logical tools and methods of analysis, but ultimately we can only minimize their effects.

First Impressions are Key

First impressions with a brand are important because though we often evaluate options analytically, that process is biased by an emotional front-runner. Through bias, we tell a rational story to substantiate early impressions. The entire process is coloured by an initial more emotional impression that is communicated by elements of the product or service’s brand.

Decisions Are Always Emotional

Once we have weighed all the options, emotion again plays a key role in decision making. Choice is complex, and even when we can overcome early impressions and biases, there is often a gap that logic cannot cross. That emotional gap, where the facts don’t fully line up or can’t concretely point to one outcome, is another area where emotion plays a prominent role. In studying people with damage to their brains that prevented them from feeling emotion, neuroscientist Antonio Damasio found that these people could not make decisions—he wrote a book on the subject. They could follow the analytical process right up to the point of deciding but could not make a final leap and arrive at a conclusion. That is because decisions often include less rational considerations that require emotion to move forward, such as conflicting pros and cons.

How You Make a Customer Feel is Most Important

The most successful products are often not the best, and many excellent products languished for decades before making a strong emotional connection with customers, such as Nike, Jack Daniel’s, and Starbucks. Any attempt to attract, engage and retain customers or clients in a B2B or B2C context must successfully incorporate rational and emotional elements. We believe how a business makes a customer feel is most important. To successfully attract, engage, and maintain a customer or client, all businesses must craft an experience that goes beyond the more rational functional and pleasure-seeking/pain-avoiding criteria. That’s not to say that the rational aspects are not critical to a customer or prospective client’s decision-making process, but we believe, and many studies support, that they only confirm a person’s desire to purchase a product or engage a company.

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Thursday, April 18th, 2019 at 2:37pm
If you love your furry friends as much as we do please keep reading...

One of our office dogs, Odin, needs surgery. This was a shock to Odin's mom who's facing the staggering expense of this.

Please visit https://t.co/WN7Ko7ofmU to contribute. Every little bit helps.
Tuesday, April 16th, 2019 at 2:58pm
Curious if social media is relevant for your B2B business?

Here's the top 3 reasons why it is:
1) It positions you as a thought leader
2) Helps you get to know your audience
3) You connect directly with your target market

Not convinced?

Read this: https://t.co/7qcqcIay5T
Monday, April 15th, 2019 at 9:02am
@HE_Saskatchewan @StoonChamber What were some of your favourite moments from the evening? #SABEX
Friday, April 12th, 2019 at 1:38pm
Tonight's the night!

Congratulations to everyone who was nominated for this year's #SABEX Awards presented by @StoonChamber in #YXE.

The purpose of this evening's festivities is to recognize exceptional businesses within the #Saskatoon region.

Sounds like a fun event! https://t.co/MGcBAfU7Fj
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsThursday, April 18th, 2019 at 5:35pm
If you love your furry friends as much as we do please keep reading...

One of our office dogs, Odin, has recently torn a ligament and needs an expensive emergency surgery.

This came as a shock to Odin's mom who's facing the staggering expense of this surgery which is scheduled for this upcoming Wednesday.

Every little bit helps.

Please visit https://www.gofundme.com/let039s-help-odin to contribute.
William Joseph Communications
William Joseph CommunicationsTuesday, April 16th, 2019 at 6:00pm
Have you ever wondered if social media is relevant for your B2B business?

Of course it's great for connecting with consumers in the B2C world but there's also plenty of benefits for B2B businesses too.

Here's the top 3 reasons why:
1) It positions you as a thought leader
2) Helps you get to know your audience
3) Allows you to connect directly with your target market

Still not convinced?

If so, read this: https://www.williamjoseph.com/blog/social-media-right-b2b-business/
William Joseph Communications
William Joseph CommunicationsFriday, April 12th, 2019 at 4:38pm
Tonight's the night!

Congratulations to everyone who was nominated for this year's #SABEX Awards presented by Greater Saskatoon Chamber of Commerce in #YXE.

The purpose of this evening's festivities is to recognize exceptional businesses within the #Saskatoon region.

Sounds like a fun event.
William Joseph Communications
William Joseph CommunicationsThursday, April 11th, 2019 at 4:51pm
Happy #NationalPetDay!!

Would you say you're more of a dog or a cat person?

Though we love all critters it seems that we're heavily in favour of dogs around the WJ office (with the exception of Mark and his collection of snakes).

Here's a few of the team's 4-legged friends.
William Joseph Communications
William Joseph CommunicationsSaturday, April 6th, 2019 at 1:31pm
Today is one year since the Humboldt Broncos tragedy. Our thoughts and prayers are with the players, families, friends and community.

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