Why Getting Emotional Is Good for Your Business

"Sell the benefits, not the features.”

A golden rule of marketing that puts the customer at the heart of messaging. But there’s another layer to this idea that’s often overlooked: benefits that connect emotionally are the ones that truly stick.

Yes, we’re talking about that magic combination - practical value meets emotional pull.

Let’s say you run a service or sell a product that saves people time. Maybe it’s an app that organises tasks or a cleaning service that takes the weekend chores off your customer’s plate. On paper, your benefit is clear: you save people time. That’s great. But if that’s where your messaging stops, you’re missing out on a deeper, more powerful connection.

Because saving time isn’t the big pull here. It's the life that more time allows people to live - whether that is spend more time with family, sleep more, or more time on the golf course.

From Functional to Emotional

Think about it: Which message is more compelling?

• “Save 2 hours a week with our productivity tool.”

• “Reclaim your evenings and spend more time with your kids without the guilt of unfinished tasks.”

  
  

Both say the same thing, but the second one resonates on a deeper level. It’s not just about being more efficient, it’s about being more present and building a life more aligned to your core values. The belief that a product will allow you to spend more time with your children will trump merely 'saving time' every single time. It’s not the time we value - it’s what we do with it.

That’s the power of emotionally led benefits.

When messaging focuses solely on the logical or practical benefit, such as “you’ll save 2 hours”, it appeals to the brain. When you connect that benefit to something people care deeply about, like family, it appeals to the heart.

And decisions, as behavioural science repeatedly shows, are made with emotion first and justified with logic later.

This emotional pull doesn’t have to be dramatic. It just has to be real and relatable.

Build Messaging That Connects

If you want to create benefit-led messaging that connects emotionally, ask yourself:

1. What pain point are we solving? Is it overwhelm? Guilt? Stress? Identify the emotional trigger.

2. What’s the real-life benefit behind the practical benefit? What does saving time, money, or effort actually enable them to do?

3. How can we show empathy in our messaging? Use language that shows you understand their day-to-day challenges.

People don’t buy products. They buy outcomes. They buy feelings. They buy stories they can see themselves in.

So yes, absolutely, lead with the benefit but don’t stop there. Tap into the emotion behind the benefit. Whether it’s freedom, connection, joy, or peace of mind.

THAT is what will what will make your message stick and build true connection with your customer.