Razor Branding Blog

Don’t Convince…Connect

Emotional Connection

How often do you say to yourself, or anyone around you that will listen, “If I could just teach them what we do and explain how it will make their life better, then they will buy it in a second.”

Do you think that if you could just educate them on the intricacies of your product and process then they will be convinced of your greatness?

Stop.  Please.  There are a number of reasons why your plan to educate the world won’t work.  The biggest of which is that your consumer doesn’t care about you.  They don’t care about your product.  They are way too busy living their life and do not have the time or interest to care about you and your product.

As Seth Godin points out,

The problem is this: no spreadsheet, no bibliography and no list of resources is sufficient proof to someone who chooses not to believe. The skeptic will always find a reason, even if it’s one the rest of us don’t think is a good one. Relying too much on proof distracts you from the real mission–which is emotional connection.

The emotional connection is the whole point.  Stop trying to convince.  No list of your features and really great data on your greatness is going to convince them.  Focus on them.  Talk to their imagination.  Appeal to their heart.  Establish the benefit to them.  That emotional connection is stronger and better than any logic.

Don’t convince…connect.