Connecting with Customers: Why Brands Should Use Emotional Intelligence In Marketing


Why are your customers buying from you, and will they choose your brand again? Try to answer those questions without relying on charts and figures. Don’t analyze your answer; simply feel it. Think about what motivates your customers, what their most basic desires are. 

Because they’re not just asking you to sell them a product. They’re reaching out to you for so much more – to fulfill a need, to solve a problem, to somehow make their lives easier, better, more enjoyable. And the only way for you to discover what motivates the hearts of your customers is through emotional intelligence. 

Emotional intelligence is casting aside your brand’s SEO-heavy terminology and connecting with your customers in the language they understand. It’s engaging in social media banter and forging a deeper connection, so that your brand is awash in humanity. Emotional intelligence is plunging into your customers’ mindset and understanding the moods and behaviors that spur their decision making. 

Emotional intelligence in marketing will require more work from you, as a brand. More research, more time analyzing not just purchase patterns but thought patterns, too. But the rewards – brand loyalty, increased sales, organic customer base growth – are deserving of your most sincere efforts.

If your brand is ready to adopt a customer-centric approach, you will have to begin by embracing emotional intelligence. And you will have to do this genuinely and intentionally, driven by the desire to know and help.

Answer Your Customer’s Questions

Emotional intelligence transcends traditional marketing. It forces you to move beyond the numbers and data and look into the hearts of your customers. 

Because your customers don’t want to know what you are selling. They don’t want to know about the bells and whistles, the special promotions, the free delivery, not now. 

What your customers truly want to know is why they should choose you. 

They want to know how your brand is going to improve and enhance their lives, how your brand is going to solve their problems. 

And the only way you can answer those questions for them is to understand your customers: their needs, wants, problems, fears. It’s not enough to know what they want to buy. Why do they want to buy it? 

When you communicate with your customers, it is essential that you show them the purpose you serve in their lives, the value you bring to them. Filter out your self-interest and place the focus back where it belongs: on your customers. 

Relate to Your Customers

Your brand has to be able to relate to your customers. 

When they are in the midst of the decision-making process, you need to know two things: what are they thinking, and why? To answer those questions, you have to spend time building an intentional relationship, one centered on trust and authenticity.

Hang out where your customers hang out, at least in a digital sense. Get to know them in Facebook groups or on Instagram. Interact. Relate. Engage.

Once you’ve broadened your understanding of your customers, you can start connecting with them. Solving their problems. Answering their unasked questions. And ultimately, building that vital rappaport, that harmonious relationship that creates customers for life. 

When you understand not just what they need to purchase, but also why, you’ll be able to take your marketing to another level completely, a place of empathy. Your customers will feel like you’re not just selling to them, or advertising to them, but really talking to them and helping them. 

Prioritize Customers over Sales

Emotional intelligence places its value on customers, not on sales. 

But sales are a number, merely indicative of transactions. Customers, on the other hand, should be the heart and soul that drive your business. A sale is a one-time event; customers can be lifelong shoppers. 

If you are focused solely on revenue, you’ll be stuck in a never-ending game of chasing profit. But once you shift your focus to your customers, they form that bond with your brand. They will choose you, over your competitors, because you “get” them. You understand them, you solve their problems. 

But here’s the thing: focusing on the customers will create the sales. Your customers will recognize your authenticity and respond to it with their loyalty, time after time.

This isn’t to say that emotional intelligence can succeed on its own, without data. The collaboration of the two is crucial to any successful marketing campaign. Let emotional intelligence drive your data-based results. The key to your success lies at the intersection of the two. 

Choose to Stand Up

Let’s be honest: the digital marketplace is oversaturated with advertising. Your customers are faced with ads and buying decisions every time they go online. You may feel that your biggest question right now is, how do I make my brand stand out? But that’s not enough. 

If your focus is on standing out, then you’ve already lost. 

Your brand needs to do more than just stand out. Because standing out is centered on you. It’s all about your brand, about making yourself seen and heard. About prioritizing you, bragging about you, showing you off. 

Your customers deserve more than that, and they know it. They deserve a brand that goes beyond standing out – a brand that stands up. 

Stand up for what you believe in, stand up for who you represent. Stand up for their needs and their deepest desires. 

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