.bodytext {float: left; } .floatimg-left-hort { float:left; margin-top:10px; margin-right: 10px; width:300px; clear:left;} .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 10px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 10px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 10px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} Marketing is about persuading people to make a decision. Ultimately, we are asking them to choose an action – buy something, vote for someone, donate money to a specific charity. Marketers inspire decisions and ultimately a course of action.

The process that people engage in when they are making a decision is part intellect and part emotion. Many ads lead with a litany of facts, figures and rational arguments that when done right, will often lead the consumer to buy. All important to the sale.

But oftentimes, it’s premature.

Intellect and emotion go hand in hand in the decision-making process. But … emotion comes first.

We buy because it makes us feel young or attractive. We buy because it’s good for our family and we’re responsible for their well-being. We buy because it makes us less fearful. Different emotions for different products or services.

The heart is in the lead. Then we use the features and facts to justify our purchase.

So when we recommend that marketers focus on the emotional appeal of their offerings, it’s not about tricking your consumer or laying it on thick. It’s about being smart enough to connect with your customers where they are. It’s about understanding human na-ture. Whether it’s a fabulous vacation or picking out the right dog bed for your faithful companion, we are likely to buy the product or service that “feels right.”

So talk to your customers about their fears, problems, frustrations, em-barrassments, joys and dreams. Then, once they’ve made a decision, give them the logical reasons to validate their choice.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan