How do You Make Your Customers Feel?


The verb “feel” has 14 different definitions in the Merriam-Webster dictionary.

We can feel happy or sad. We can feel warm or cold. We can feel an object. Feel draws upon all of the other senses: touch, sight, hearing, taste.

And so often, brands overlook the importance of feel in their messaging to customers. “We tend to focus all our energies on our business features, from pricing to product claims to timetables. But it’s not the facts that set you apart…it’s the emotional benefits you offer that make your company special, turning your business into a brand”, says Jim Joseph, author of The Experience Effect.

In other words, the critical element of branding is how customers feel about your company.

Making that connection means you have to take the time to consider your customer and how they feel about what they buy. And it means tailoring your communication to deliver not just a few lines of copy, but an experience.

If you remember only one thing about advertising and branding, it should be this: “Customers don’t necessarily remember what you do for them as much as they remember how you made them feel.” (Jim Joseph)


Amanda NorwoodComment