A mentor of mine recently said “Logic makes people think, but emotion makes them act.”

Let’s consider that statement within the consumer electronics marketing context:

When you market and communicate by focusing on technical specifications, as nine out of ten of you do, you’re attempting to lead with logic. “If the consumer realizes our product is faster/brighter/bigger, they’ll buy it.” You’re trying to get people to think through the difference between your device compared to others.

But your laser focus on what’s technical actual does not make people think. It makes them confused. It frustrates them. It results in a net negative affect on mainstream consumers. Which means that your tech-spec marketing approach is not logical.

Nor is it emotional.

It leads directly to consequences you do not want.

This is why I say that most consumer electronics companies succeed in spite of their marketing, not because of it.

How do you market with emotion?

• By focusing on how your product improves people’s lives.
• By focusing on lifestyle.
• By telling real stories of your real customers.
• By using words to describe your products that your customers use.
• By endlessly improving your message (not necessarily your product!), based on consumer feedback.

Focus on feelings. Focus on emotion. Generate excitement and wonder.

It’s what makes people act! It’s what makes people buy technology.

Happy new year!