Don’t Gain A Customer, Earn An Advocate

Emotions are the driving force behind human behavior; the backing behind every choice we make. When marketers truly understand the emotions and desires they’re aiming to evoke, they won’t just sell a product or service—they’ll create an unforgettable experience that people can’t help but share.

“When we care, we share” is a founding principle in Jonah Berger’s book, Contagious: Why Things Catch On. Your messages should make people feel something. People are naturally inclined to share experiences that stir their emotions. Think about the last time an advertisement made you laugh out loud or tugged at your heartstrings. Weren’t you compelled to tell a friend about it?

Messages are more likely to be shared when they evoke emotional arousal. When an ad sparks laughter, ignites excitement, or even induces a bit of anxiety, it becomes more than just an ad; it becomes a topic of conversation.

Think about the Always “Like a Girl” campaign. This ad didn’t even promote Always products; it challenged societal norms and stirred emotions around gender stereotypes. It made viewers reflect on their own perceptions, which inspired them to share the message with others. The emotional impact turned the ad into a viral phenomenon, proving that when people feel strong emotions about something, they’re compelled to spread the word.

A great exercise to get down to the core of what evokes emotions is to ask yourself, “Why is it important?” three times over. The first answer might be surface-level, perhaps highlighting a feature or a benefit. The second digs a bit deeper, maybe touching on practical implications. But the third “why?” pushes you beyond the obvious, forcing you to confront the underlying feelings and values that truly matter.

With this mindset, you’re prepared to make your audience not just think, but feel.

So, make them laugh, make them cry, make them mad—but most importantly, make them feel. Because when you do, they’ll not only remember your message—they’ll share it. It’s about understanding that at the end of every transaction is a person who feels. And when you touch that emotional core, you don’t just gain a customer—you earn an advocate.