People buy on emotions… or do they?

We've all heard it before: "People make decisions based on emotions and then justify them with logic." It's a catchy phrase that's been passed around marketing circles for years. But is it really useful for writing copy that converts?

The issue isn't that the statement is wrong per se. It's that it's woefully incomplete. It fails to acknowledge the complex processes that form these emotions in the first place. By simplifying the decision-making process to "emotion first, logic second," we're missing out on a wealth of opportunities to connect with our prospects on a deeper level.

Enter the “covert calculus”

I’ve been reading "The Value of Others" by Orion Taraban, Psy. D., which applies behavioral economics concepts to sexual relationships to understand why we value what we do in others. It sheds light on a fascinating idea that I’ve never heard anywhere else: emotions are actually the end result of an incredibly complex, largely unconscious calculation process.

This "covert emotional calculus" involves hundreds of evaluations happening every second, taking into account factors like:

• What worked (or didn't) in the past
• How today's situation compares to past successes
• Ways to reach the goal and what they'll cost
• How rare and valuable the needed resources are
• How likely each approach is to succeed
• What achieving the goal means for the future

All of these factors (and many more) are processed below our conscious awareness, resulting in what Taraban calls a "value coefficient." This coefficient is then transformed into an emotion, which we experience as a gut feeling or intuition.

Why this Matters for your B2B SaaS copy

Knowing this, instead of simply trying to “evoke emotions” or appeal to logic, we can now try to align our messaging with the true underlying factors that drive our prospects' decision-making processes - often unconsciously.

Here's how:

1. Map the decision landscape: Instead of focusing solely on features and benefits, dig deeper into the contextual factors that influence your prospects' decisions. What past experiences might they be drawing from? What resource constraints are they working under?

2. Anticipate unconscious ealuations: Your copy should address the silent questions your prospects are asking themselves. How does your solution compare to methods they've tried before? How easily can it be implemented given their current conditions?

3. Show relatable success stories: Don't just list case studies. Tell stories that feel familiar to your prospects. Help them see how your solution worked for companies just like theirs.

4. Talk openly about costs and effort: Be clear about what it takes to use your solution. But explain why it's worth it in terms your prospects care about.

5. Paint a vivid future: Help your prospects imagine the long-term impact of successfully implementing your solution. This taps into the imaginative aspect of their “value calculations”.

So emotion isn't really the starting point – it's the finish line

Yes, people do buy on emotions... but there's way more going on under the hood that we can influence.

Instead of trying to create emotions that drive decisions, why don’t we focus on influencing the underlying calculations that result in those emotions?

Your goal isn't to make prospects feel a certain way about your product. It's to provide the inputs that, when processed through their own internal value system, result in a positive emotional response towards your offering.

This requires more nuance and depth in your copywriting. It means moving beyond surface-level pain points and generic benefits. Instead, you're crafting content that resonates with the complex web of factors influencing your prospects' unconscious evaluations. It also means knowing what questions to ask and how in your research.

Next time you sit down to write copy for your B2B SaaS product, resist the urge to simply list features or appeal to broad emotions. Instead, try to map out the decision landscape of your ideal customer. What past experiences are they drawing from? What current conditions are they operating under? How might they be unconsciously evaluating the value of your solution?

That deeper connection could be the edge that sets you apart.

[this explanation] clarifies why feelings often seem to come out of nowhere. They don’t really: they are the transmuted outcomes of the valuation process. It’s simply because the process is normally so deeply unconscious that we experience the emotions as sort of arising within us. In the absence of a better understanding, we’ve even created a mysterious organ to help explain the origin of these feelings: the heart.

Orion Taraban, Psy. D., "The value of others"

?? Copywriting nuggets in the wild

Content of the week: AI is the new Excel

Really insightful piece by Dan Shipper at Every, on how to view AI as a "business generator". It's a useful way to both spot trends before they happen, and to understand your competition these days.

If you want to build a startup in the AI era, just watch how you use ChatGPT or Claude. If you’re doing something repeatedly—and the outputs are impressive—there’s a chance it could be its own app.

Swipe file: The best website I've seen in years

I mean, look at their above the fold section:

The copy is also pretty good, I'd love to know who wrote it.

And their testimonials?

So cool ??

Not for everyone of course, but this speaks to how understanding your audience and pushing things further than you're "supposed to" often wins, especially at times when everybody's onto AI. This is how you stand out.

? Don't miss it

Episode 23 of The Message-Market Fit podcast is out!

I had a great chat with Georgiana (Gia) Laudi , co-founder and CEO at Forget the Funnel. Here's what you'll learn:

• Why companies should move beyond the traditional funnel model
• How to operationalize customer research across teams
• The importance of understanding your ideal customers before investing in growth
• How to create a customer experience map that drives growth
• Why AI can be dangerous for customer research and insight
• How to prioritize and focus on the right jobs to be done for your product
• The key differences between customer voice and customer meaning
• How to create effective messaging guides based on customer insight

And way way more.

Check it out here, wherever you listen to podcasts or on Youtube. And if you find it valuable, would you consider subscribing and leaving a rating? ??

?? Thought of the week

"your actions can prove your worth. They tell people who you are. You must imagine that you are continually being challenged to show that you deserve the position you occupy. In a culture full of fakery and hype, you will stand out as someone authentic and worthy of respect."

Robert Greene, The 50th Law

You shouldn’t prove anything to anytime, but your work should speak for yourself. Make quality, integrity, and attention to detail your top priorities in anything you do.

Have a great weekend!