When people ask me what I do, I prefer not to just list freelance services. Instead, I feel it’s important to emphasise what I can achieve for businesses: I specialise in getting to the heart of people’s stories and sharing them with the right audiences.
But why does this matter? Many business owners often overlook explaining their ‘reasons why’. This is the emotive element of why they do what they do. Consumers today are faced with endless choices, making it more challenging for brands to differentiate themselves based on product features alone.
Of course, it’s vitally important to provide top-quality services and products, but the value of forming an emotional connection shouldn’t be undervalued.
In an era where technology and data play a significant role in business, it’s all too easy to lose sight of the fact that emotions can play a pivotal role in decision-making. When customers feel understood and valued, they are more likely to feel loyalty to a brand. People want to buy from businesses (and people) they connect with – brands that reflect their values, understand their needs, and deliver a personal experience.
The power of emotional connections in business goes far beyond immediate sales. These connections contribute to brand reputation, word-of-mouth referrals, and long-term customer loyalty. Satisfied, emotionally connected customers are more likely to recommend a brand to friends and colleagues.
So, how can you go about achieving an emotional connection?
Firstly, think about how you can communicate your story. Share your values and highlight the human side of your brand through stories of team members, behind-the-scenes content, or customer testimonials. Why did you set up the business in the first place, and what are you hoping to achieve?
Whether it’s sharing business milestones, your personal story, customer testimonials or ‘a day in the life’ reels, let your audience understand more about who you are and what you stand for.
Ultimately, people want to do business with brands that feel authentic, human, and aligned with their values. In the end, it’s not just about selling a product or service; it’s about building a relationship that delivers real value on both sides.
Want to see how I can help share your story? Get in touch to start the conversation.