In explaining the human mind, neuroscientist Antonio Damasio shared, “We are not thinking machines that feel; rather, we are feeling machines that think.” Not only are we feeling, but Damasio’s study also revealed that every decision we make is grounded in emotion. Going a step further than that, we actually can’t make a decision if we can’t feel.
Unfortunately, this is something marketing professionals often overlook. We rely on logic or rationality to appeal to customers without once tapping into the emotions at play in their purchase decisions. Yet we’ll wonder why conversions are low and fewer people are journeying through the sales funnel (spoiler alert: it’s no longer a funnel—it’s a loop).
