“We make decisions emotionally and then justify them logically.” That statement is one of those unattributed, unattributable quotes that pops up everywhere from neuroscience to content marketing. There’s probably a poster of it you can hang on your office door. Probably with a picture of an adorable kitten, or perhaps a whale jumping over a rainbow.
But behind the cliché is an undeniable truth for marketers: Emotions matter. Emotional engagement is crucial for any kind of marketing, from presenting at a conference to writing a long-form blog post. That kind of engagement requires more than just a passing understanding of your audience. It requires genuine empathy.