Consumers make decisions emotionally.
According to Gerald Zaltman, emeritus professor at the Harvard Business School, 98% of buying decisions are made in the subconscious.
That means these buying decisions come from the heart or the gut… rather than the brain. Emotion beats logic nearly every time.
And that’s why it’s vital to have an emotional brand story.
Facts appeal to the brain. Stories stir the heart. If you want to create a real connection between your brand and your customers, you need a brand story that sticks with your buyers.
So how do you do it? How do you craft a brand story with emotional impact?