Great Marketing Teams Sell Feelings, Not Products: Understanding the Power of Emotional Connection in Marketing

Marketing is all about selling products, right? Wrong. Great marketing teams understand that it’s not the product they are selling, but rather the feeling that the product evokes. They know that customers don’t buy products, they buy experiences, emotions, and feelings. In this article, we’ll delve deeper into why great marketing teams sell feelings, not products, and provide relevant examples to illustrate these points.

What are feelings, and why do they matter in marketing?

Feelings are emotions that arise from our experiences, thoughts, and actions. They are often the driving force behind our decisions, including how and what we buy. In marketing, feelings matter because they are what motivate consumers to make purchases. When we see a product, we don’t just evaluate its features and benefits, but how it makes us feel. Products that evoke positive feelings are more likely to be purchased than those that don’t.

For example, Apple is a master at selling feelings rather than products. When you buy an Apple product, you’re not just buying a piece of technology; you’re buying the feeling of being part of an exclusive club that values design, innovation, and creativity. Apple’s marketing campaigns are all about creating an emotional connection with its audience, whether it’s through the iconic “Think Different” campaign or the more recent “Shot on iPhone” campaign.

Another example of a company that sells feelings is Nike. Nike doesn’t just sell shoes and apparel; they sell the feeling of empowerment that comes with being an athlete. Their “Just Do It” campaign is all about inspiring people to push themselves to their limits, to overcome obstacles and achieve their goals. Nike’s marketing is all about creating a sense of community around its brand, where everyone is encouraged to be their best selves.

How to sell feelings, not products

Now that we understand why feelings matter in marketing let’s explore how great marketing teams can sell feelings, not products.

1. Tell a story

One of the most effective ways to sell feelings is by telling a story. A good story can transport the audience to a different world, where they can experience different emotions. For example, Coca-Cola’s “Share a Coke” campaign was all about telling a story of sharing and connection. By putting people’s names on the bottles, Coke created a sense of personalization and community around its brand.

2. Create an emotional connection

To sell feelings, you need to create an emotional connection with your audience. This can be done through a variety of ways, such as using humor, nostalgia, or empathy. For example, Dove’s “Real Beauty” campaign was all about creating an emotional connection with its audience by challenging traditional beauty standards and promoting self-love.

3. Focus on the experience

Great marketing teams understand that it’s not just about the product; it’s about the experience that comes with it. For example, Starbucks doesn’t just sell coffee; they sell the experience of sitting in a cozy cafe, sipping on a latte, and enjoying some quiet time. By creating an experience around its product, Starbucks has built a loyal following that’s willing to pay a premium for their coffee.

4. Use imagery and design

Visuals are a powerful tool in marketing. Great marketing teams use imagery and design to evoke emotions and create a sense of connection with their audience. For example, Airbnb’s marketing campaigns are all about showcasing unique and beautiful properties around the world. By using stunning visuals, Airbnb creates a sense of wanderlust and adventure in its audience.

5. Be authentic

Finally, to sell feelings, you need to be authentic. Consumers are savvy and can quickly spot insincere marketing. Great marketing teams understand this and are transparent and honest in their messaging. For example, Patagonia’s marketing is all about promoting sustainability and environmentalism. They don’t just talk the talk; they walk the walk, making them a trusted and respected brand in their industry.

Conclusion

Great marketing teams understand that selling feelings, not products, is the key to success. By creating an emotional connection with their audience, telling a story, focusing on the experience, using visuals, and being authentic, they can build a loyal following that’s willing to pay a premium for their products. Whether it’s Apple, Nike, Coca-Cola, Dove, Starbucks, Airbnb, or Patagonia, these brands have all mastered the art of selling feelings, not products.

There are many great success stories of companies that have successfully implemented the strategy of selling feelings, not products as mentioned below:

1. Coca-Cola’s “Share a Coke” campaign: In 2011, Coca-Cola launched a marketing campaign where they replaced the iconic Coca-Cola logo on their bottles with popular first names. The campaign was a massive success, with Coca-Cola selling over 250 million named bottles and cans in the US alone. By personalizing their product, Coca-Cola created a sense of community and connection around their brand, which led to increased sales and customer loyalty.
2. Nike’s “Just Do It” campaign: Nike’s “Just Do It” campaign is one of the most successful marketing campaigns in history. Since its launch in 1988, the campaign has become synonymous with the Nike brand. By focusing on the feeling of empowerment that comes with being an athlete, Nike created a sense of community around their brand. The campaign has been so successful that it has become part of the cultural lexicon, with people using the phrase “Just Do It” to motivate themselves to achieve their goals.
3. Apple’s brand loyalty: Apple is a master at selling feelings, not products. Apple’s marketing campaigns are all about creating an emotional connection with their audience. By focusing on design, innovation, and creativity, Apple has built a loyal following of customers who are willing to pay a premium for their products. According to a 2020 survey, Apple has the highest brand loyalty of any company in the world, with 91% of Apple users saying they are likely to purchase another Apple product in the future.
4. Patagonia’s sustainability focus: Patagonia is a company that has built its brand around sustainability and environmentalism. Their marketing campaigns are all about promoting a message of responsible consumption and protecting the planet. By focusing on their values and beliefs, Patagonia has built a loyal following of customers who share their commitment to sustainability. In 2019, Patagonia reported $1 billion in revenue, a testament to the success of their marketing strategy.
5. Airbnb’s “Belong Anywhere” campaign: Airbnb’s marketing campaigns are all about promoting the experience of staying in unique and beautiful properties around the world. Their “Belong Anywhere” campaign is a perfect example of selling feelings, not products. By using stunning visuals and emphasizing the emotional connection that comes with traveling and exploring new places, Airbnb has built a loyal following of customers who value the experience of travel over traditional hotel stays.
6. Dove’s “Real Beauty” campaign: Dove’s “Real Beauty” campaign is a great example of creating an emotional connection with their audience. By challenging traditional beauty standards and promoting self-love, Dove has built a loyal following of customers who value authenticity and positivity. The campaign has been so successful that it has won numerous awards and has inspired other companies to follow suit.
7. GoPro’s user-generated content: GoPro is a company that has built its brand around adventure and outdoor sports. Their marketing campaigns are all about promoting the feeling of freedom and excitement that comes with using their cameras to capture amazing moments. By encouraging their users to share their experiences and create user-generated content, GoPro has created a sense of community around their brand that has led to increased sales and customer loyalty.
8. Red Bull’s “Gives You Wings” campaign: Red Bull’s “Gives You Wings” campaign is a great example of selling feelings, not products. By focusing on the feeling of energy and excitement that comes with drinking Red Bull, the company has built a loyal following of customers who value the brand’s association with extreme sports and adventure. The campaign has been so successful that Red Bull has expanded into other areas, such as music and culture, while maintaining its core messaging.

These examples demonstrate the power of selling feelings, not products, in building a strong brand and creating a loyal following of customers. By focusing on the emotions and experiences associated with their products, these companies have been able to differentiate themselves from their competitors and build a strong connection with their audience who are willing to pay a premium for their products and promote their brand to others.