In a time when both consumer spending and business investment are on the rise, standing out in a crowded market has never been more challenging. However, according to a Nielsen report, ads that evoke strong emotions can result in a 23% increase in sales. In their latest e-book Step On It: SMB & Mid-Market Sales Acceleration, Extu, which oversees $60 million in marketing programs, explores the power of emotional marketing and how businesses can differentiate themselves to drive sales.

Key Takeaways from Extu’s Approach to Emotional Marketing:

• Transforming Practical Needs into Emotional Connections:
  In industries like HVAC or tire sales, where products may not seem inherently emotional, it's crucial to reframe the narrative. Extu’s CEO Steve Prebble emphasizes the importance of language to create a deeper emotional connection with consumers. For example, instead of describing an appliance as “discontinued” or “non-functional,” use terms like “end of life” or “requiring rehabilitation” to evoke a more emotional response. Similarly, instead of "deep traction tires," a phrase like "adventure-ready traction" creates an association with excitement and safety.

• Sharing Experiences and Co-Creation:
  One of the most effective ways to build an emotional connection with customers is by involving them in the brand journey. By making customers feel like co-creators, through participatory events or allowing them to influence product development, businesses can deepen customer loyalty. Prebble suggests, "It's about more than just feedback; it's about making them co-creators of the journey." This approach ensures that customers feel valued and invested, strengthening their bond with the brand.

Emotional marketing isn't just about evoking feelings—it's about creating deeper connections that drive consumer loyalty and sales. By transforming how products are presented and engaging customers in the process, SMBs and mid-market businesses can differentiate themselves in competitive markets. Extu’s e-book offers valuable insights into leveraging emotional connections to accelerate sales and build lasting customer relationships.