When you trigger emotions, the cash register rings.
Hey Brand fan,
Let's be honest: When was the last time you bought something because the ingredients were really that impressive? Exactly.
They buy feelings. They buy belonging, self-confidence, status, security, control—or simply a little "treat myself."
The problem?
Too many brands talk about their product.
But very few people want to know what's in it—they want to know what it does for them.
😴 What doesn't work:
- "With 97% natural ingredients"
- "Now even easier to use"
- "Our company history begins in 1892..."
Cool. But: What's in it for me? 🤷♀️🤷♂️
🧠 What works better:
Imagine you are selling...
A notepad?
Don't say: "With 180 g paper and adhesive binding."
Say: "The first thought that feels like progress."
Skincare?
Not: "Dermatologically tested."
But rather: "Glowing Skin. Zero Drama."
Coaching?
Not: "1:1 Zoom call with tools & exercises."
But rather: "Finally, no more feeling like you're not making progress."
Emotion beats features. Always.
💡 Brands that do this exceptionally well:
🍫 Ritter Sport
Not just a snack. A way of life.
Seasonal, playful, emotional—names like "Coffee + Cookie," "Coconut Mousse," and "Honey-Salt-Almond" evoke something special.
And yes, even if it's not a designer brand, the square shape sticks in your mind.
🛁 Rituals
You're not buying shower cream.
You're buying a moment for yourself.
With worlds of fragrance, storytelling, store experience, and product names that sound more like chapters from a self-care book.
💬 What you can take away with you
✨ Stop explaining. Start telling stories.
✨ Your product is the means—but not the reason for buying.
✨ Tell your target audience what will change for them. Don't just tell them what you've done.
🏁 Conclusion
People need toothpaste.
But they want to feel good in the bathroom.
People need electricity.
But they want to feel safe.
People don't need a new app.
But they want to finally feel organized.
When you sell what they really want, you're not just relevant.
You become indispensable.
See you next week—stay emotional, stay tangible, stay true to yourself.
Chantalle
P.S.: If you feel like you're talking too much about your product (still), write to me. I'll help you rethink your approach. 😎 chantalle@boredbrands.studio
