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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Friday, February 15th, 2019 at 11:05am
The latest edition to the WJ art collection is very special! Did you know Freddie had a diploma in graphic design and created multiple album covers and the now famous Queen crest? As an agency with a strong design foundation, we're honoured to be in such company. #FreddieMercury https://t.co/tU6sG0Jgrv wj_agency photo
Wednesday, February 13th, 2019 at 9:01am
#GrandePrairie - we have a Valentine's Day surprise for you! Our CEO Ryan is hosting a Ryan's Roundup in your city tonight! Come meet pros from all industries for a night of networking fun! Sign up! https://t.co/OlzaLDQ9TW
Thursday, February 7th, 2019 at 11:16am
Team lunch for our Client Services and Operations teams yesterday was long overdue! #wjculture https://t.co/tWBjaN3ZzT wj_agency photo
Wednesday, February 6th, 2019 at 2:57pm
Who watched the big game on Sunday?! One thing that got us thinking - is the $5 mill price tag for a 30-second ad spot worth it? Check out our blog to find out: https://t.co/pBp4skLPKn #SuperBowl2019
Tuesday, February 5th, 2019 at 2:51pm
It's the first Thursday of the month, you know what time it is: Join us for a night of fun and meet some of #YYC's biggest movers and shakers at Ryan's Roundup! 4:30-7PM at #Ranchmans, sign up! https://t.co/oWXmD1nxsN https://t.co/ohxRKdj2Fn wj_agency photo


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 CommunicationsFriday, February 15th, 2019 at 4:23pm
We love TWT Group Inc. and wanted to show them just how much on Valentine's Day yesterday! These will come in handy for the long weekend!
William Joseph Communications
William Joseph CommunicationsFriday, February 15th, 2019 at 1:46pm
The latest edition to the William Joseph art collection is a special one!

A talented showman (to say the least), Freddie Mercury had a keen sense for both theatrics and design. The Queen front man had a diploma in graphic design from Ealing College of Art and applied his visual talents to various Queen projects, including multiple album covers and the now famous Queen crest. Did you know that the creatures included in the logo (two lions, two fairies and a crab) represent the zodiac signs of each band member?

Coincidentally, many pop culture legends have or had a background in graphic design, including Pete Townshend, David Bowie and Alan Rickman.

As an agency rooted in creativity and built up of many talented artists ourselves, it's safe to say we're pretty fortunate to be in such company.
William Joseph Communications
William Joseph Communications added 3 new photos.Thursday, February 14th, 2019 at 10:25am
Happy Valentine's Day from ours to yours - we love you SEO much!
William Joseph Communications
William Joseph CommunicationsWednesday, February 13th, 2019 at 4:57pm
The website for our client Hillcrest Financial is live! We've had a blast working with their team on this project and are proud to share it with you all.

Take a look at our work and the amazing services Hillcrest offers!
William Joseph Communications
William Joseph CommunicationsMonday, February 11th, 2019 at 11:52pm
Grande Prairie - A Valentine’s Day surprise. A Ryan’s Roundup in Feb 13 at the Skylark Lounge at the Pomeroy Hotel after work. Who’s in?



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