How Industry Influencers Implement Emotional Marketing

“Manifesting Industry Influencers: Transforming the Passion Purpose-Driven to Build Thriving Profitable Businesses – Doing What they Love”

What do you think about this headline? This is a headline I generated for the sales page when I launched my new academy.  A better question…how do you feel about it? How does this headline impact your emotions? Or does it? Do you feel inspired, bored, connected? Does this headline resonate with you in any way?

As an Industry Influencer, it is important to craft copy that resonates with your ideal buyer. But first, you must have a headline that connects with your target market in a meaningful way. So, what does that really mean?

Let’s talk about the most effective strategy to becoming an Industry Influencer. Research shows when you make consumers feel that you value the relationship, rather than the rational drivers, like profit and revenue, they are more likely to trust you and therefore increasing the chances they will do business with you.

Get Personal AND Emotional

As an Industry Influencer, your intention is to stay relevant, top-of-mind and  to be the go-to solution provider in your market. How do you do that? How do you leverage this insight? How do you convey the message that building relationships with your target market is a value you hold dear in your business? In what ways can you exemplify this is a priority for your you and your team?

Begin by crafting better messages that convey personal value to non-customers. Research has shown that brand messaging connects with buyers very early on, but as they spend time with you on the buyer’s journey, the enthusiasm fades. Once this happens, a prospect’s rational brain takes over to assess the risk. They begin to process the complications and the obstacles that may occur if the product or service doesn’t work – or at least doesn’t work for them.

At this point in the buyer’s journey, the negative self-talk will win and cancel as many as 50% of potential deals. The risk is real. Risk impacts their willingness to sign the contract or complete the sale.

As an Industry Influencer, you must be savvy enough to counter those negative thoughts of risk and other objections to nail the sale. This is done when you engage your non-buyers with personal-value messaging. You must reach them on a deeper level. You must go beyond using the features/functions language to describe your offer. You must speak to how your products and services impacts their lives.

Does your offer make them feel smart by implementing your technology? Will they feel financially secure after attending your training? Will they feel beautiful after buying your cosmetics? Get to know your target market, get to know yourself and create messages that make the emotional connection.


According to Graeme Newell, Emotional Marketing Expert:

Emotional marketing is messaging that builds your ego. It makes you feel smarter, bolder, more sophisticated, or just about any other emotion that is fundamental to your self-esteem. By making you feel better about yourself, the brand transcends mere product status and becomes a friend.

On average, consumers are exposed to more than 5000 advertisements per day. Among those 5000-plus advertisements, only about 12 will make an impression on the average consumer. How can your business stand out in a field of ever-growing noise?

To become an Industry Influencer and the best way for your business to stand out, is by building emotional connections with your audience. You must concede that simply selling a product is no longer enough. Proving a service is not going to build your business. It is no longer true, “If you build a product, they will come.”

In 21st century business, it’s all about the experience you provide. Your non-buyers experience is critical to converting them to buyers, repeat buyers and brand ambassadors. This experience is dependent on your ability to trigger the right emotions, from the right audience, at the right time – using the right language is the key.

Leveraging your audience’s emotions will increase engagement with your business, convert leads and drive sales.  3 marketing concepts Industry Influencers must master:

  1. Establishing deeper value
  2. Alleviating psychological pain
  3. Eliminating regret

If you can establish and emotional connection from the start, you will capture your prospect’s attention to establish value, sell your solution and minimize post-purchase regret. Then, and only then can you continue strengthening the emotional connection with your audience to build long-term,  mutually-beneficial, profitable relationships.

So, Why do I need to use emotional headlines? Continue reading and I tell you why. Also, find out how my headline ranked in scoring emotional value.

“Manifesting Industry Influencers Transforming the passion purpose-driven to build thriving profitable businesses – doing what they love”

What’s next tomorrow…

  1. Understand why you need to understand how to implement emotional value in your headlines
  2. Find out what an Emotional Market Value Score (EMV) score really is all about
  3. Learn a few of the top 20 EMV words
  4. Discover a tool that analyzing your headlines with a EMV score!
  5. What the EMV score of my academy headline. The results may surprise you.

Stay with me, this gets interesting..

In awareness, passion, joy, purpose and extraordinary business,

Helping transform Industry Influencers


About The Author


Andrea Callahan is a brand designer. She helps passion & purpose-driven entrepreneurs maximize their strengths to craft and implement an image that represents their WHY and to use that why to position themselves as an Industry Influencer. She a speaker, seminar leader and the author of, "It's Your Brand ~ Make Your Identity Clear" available on Callahan launched the Industry Influencer Academy at

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