Move Feelings, Not Features.

When marketing a product, service, or program, focusing on the value it provides is often more effective than simply listing its features. A great marketing strategy moves feelings toward action. While features describe what a product can do, feelings communicate how those features benefit the customer. By highlighting feelings, marketers can better connect with the needs and desires of their target audience to move (sell) feelings, not features.

Some common big-brand examples include:

Bentley sells status, not cars.

Patagonia sells sustainability, not clothing.

Coke sells joy, not soda.

TOMS sells giving, not shoes.

Booking.com sells scarcity, not travel.

On the other hand, marketing features tend to be more product-centric, focusing on technical specifications and capabilities. While this information is valuable, it may not effectively communicate how the product addresses the customer's pain points or provides unique benefits.

By emphasizing feelings over features, marketers can create a more compelling and persuasive message that resonates toward action. This approach can lead to higher customer engagement, increased sales, and stronger brand loyalty. Ultimately, marketing feelings allow companies to establish a more meaningful connection with their customers and differentiate themselves from competitors in a crowded marketplace that is often too focused on features.

What feelings is your marketing strategy moving?