I started Seth Godin’s new book: This is Marketing. Already a few chapters in, I read something that resonated with me: marketing is a road to emotion.
By road to emotion, it means that marketing needs to connect to a higher order sentiment. A feeling, a reaction. It can connect the customer to a product that removes frustration, bring joy, fill with surprise & delight.
As a marketer, I am trying to up-level my briefs & strategy to reach this more readily. How can I tap into more primal human feelings of belonging, care, support, etc with my product?
I think it starts by really understanding the space my customer is in, deeply. Most have families, most have jobs and want to do better. How am I getting them closer to what they “feel” versus what they “need”?
Will be working this - building a better road for them.