Feelings first, features later

Emotions drive 85% of consumer choices, with only 15% stemming from rational thought.

If you’re anything like I was a few years back, maybe that stat either fires you up or makes you a bit skeptical.

Trust me — I get it.

I used to think building a brand was all about killer visuals, a clever tagline, and a product that solves a real need.

But after launching (and face-planting with) my first startup, I learned the hard way: if you don’t connect emotionally, you’re shouting into the void.

Here's a personal story I don’t share often. During the early days of Happy Beginnings, I obsessed over every pixel of our logo. I sweat the colors, the fonts, and even the script on our stationery.

But our message? Flat.

Sales stalled. Our audience didn’t bite. I figured it was a marketing problem, so I doubled down on Facebook ads, tweaked our copy, and shuffled through 100 taglines.

Still, nothing stuck.

One night over dinner, my father blurted, “You know, I just want to help young parents feel like they’ve got this — even on the rough days.” That casual statement struck me deeply.

 There it was: the emotion we’d ignored this whole time. The possibility of feeling supported.

I put all my fancy branding books aside and got real. Instead of perfect visuals, I started every campaign with a feeling. Every email, every product landing page, every in-person pitch.

We just posted relatable memes.

Our message became less about what we did and more about why it actually mattered to people at 2 A.M. with a wedding to plan.

So here’s the quick takeaway for you: If your message isn’t landing, start by asking, “How do I want my people to feel?” Then work backward from that feeling — not the feature list.

Here’s how you can do this today:

• Think back to your last customer conversation. What fear, headache, or hope did you hear?

• Write it down. Don’t edit — just jot the raw, human words.
  Start your next bit of copy with that feeling. “Ever worry you’re doing this wrong?” or “Remember when you nailed it, even if nobody noticed?”, that’s where connection starts.

• Build out the solution from there. Don’t pitch. Relate, then solve.

I’m not saying you should ignore the features or skip the facts. Just remember: even the most data-driven decisions boil down to, “Does this feel right?”

Want to share your own “aha” moments or get real feedback on your latest brand messaging? Just hit reply. We’re all figuring this out together.

— Shashank

P.S.

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