Emotions and Intuition for the Win

The first time I went to San Diego Comic-Con (The big con, if you will), I was so excited to go see a panel that had both Andy Weir and James S. A. Corey. If you don’t already know this about me, I’m a huge nerd/geek/fangirl. Especially when it comes to books.

And there, on a panel that would have been a “manel” without her, sat Claudia Gray. At the time, she was promoting her Constellation series. And seeing her up there as a woman science-fiction author sparked hope in my heart.

These days, I feel a lot like Claudia, as I look around the world of marketing where men definitely outnumber women.

But it’s the differing approach I take to marketing—as a woman—that gets my clients better results. Because I’m not just looking for a payday. I’m looking to get them results based not only on experience, but intuition. And this is what also makes Claudia Gray’s work stand out as a science-fiction author: her intuition.

The idea we’re obliterating today:

Men market better because they’re less emotional than women.

The remake:

Having diversity and inclusion is a powerful tool when it comes to marketing because otherwise, a team of all of the same kind of person will neglect to think of a bigger pool of purchasers to serve.

Plus, including emotions is a huge advantage in marketing, as long as your organization isn’t oversharing or championing a totally unrelated cause.

Here are 3 productive ways that emotions and intuition can influence your marketing:

?? 1. Speak directly to their pain. It takes legitimate curiosity combined with intuition to be able to speak to the pain purchasers are in. I cannot tell you how many times I ask people what pain the people who need their help are in only to be met with crickets. I help them realize that these people have often told or shown them the pain the purchaser feels. But if you aren’t curious about the feelings behind what they're saying, you’ll never be able to combine that information with intuition.

?? 2. Mirror their emotional struggles and victories. In our storytelling, we want to strategically mirror the things the purchaser is going through right now: first their struggles. Then it helps to mirror what things could be like, the potential victory we can help them achieve. In marketing, we call this futurecasting, and it makes a world of difference.

?? 3. Display the way your humanity benefits your purchaser. Humans are messy creatures (present company included, of course). Often, our first response to this is to try to gloss over it: “No, no, I’m not messy and neither is my company.” It’s a tempting thought. But have you ever been curious about how your humanity can directly benefit the person you help?

Since I know that people have real fears and failures, we use those things in the copy we create for our clients because they are extremely relatable. Nothing about being perfect is relatable to humans because that’s an impossible state for us.

When we give in to using tools like emotion and intuition, that’s when our organizations have soul. And without soul, we cannot sell. Not now. Not ever.

One Lit Moment:

“Your soul is bigger than your programming.” –Claudia Gray, Defy the Stars

What Kristin is Writing/Thinking About:

Tonight I’m going to see a band that I’ve loved for over 20 years. In fact, my husband and I even played one of their songs as we walked back up the aisle after our wedding ceremony. It just happens to be within a few weeks of our 19th wedding anniversary.

Things that matter take time to build. Just like my marriage. Just like your business.

If you want help understanding which words will stand the test of time and accelerate the growth of your company, let’s hop on a call. I know we can use your intuition to bridge the gap between where you are now and where you want to go.

Talk soon,

Kristin N. Spencer

About the Author:

Kristin N. Spencer is an International Bestselling Author, Writing Consultant, Value-Based Marketing Expert, and Speaker who has worked as a Ghostwriter on the bench of Forbes Books. She is the owner, lead writer, and big boss lady for Literary Symmetry, LLC where she helps companies and entrepreneurs craft language through copywriting that make sales easier and faster with her proven, contrarian approaches. Kristin has hosted two top 5% podcasts, including Your Business Story, and is always excited to help business professionals share their strategic stories.