When I was a kid, I used to love logic and proofs. I hated math but loved logic. I enjoyed understanding how you could prove something as true or false by sequentially leading through rules of logic. My parents probably wanted me to be a lawyer having this skillset, but I digress.

So, Let’s go back to school for a second. There is a law of logic called the Transitive law and the way it works is that if you can show ‘a’ equals ‘b’ and ‘b’ equals ‘c’ then you can infer that ‘a’ equals ‘c’. As seen on the right, emotions impact decisions, decisions impact conversions, and conversions impact revenue. Therefore there is a direct connection between emotions and your revenue.

Here are a few things to keep in mind when analyzing the impact emotion has on your potential revenue:

  • Your potential customers are not there for you.
  • Your institution is not the hero of the story.
  • Your customer is the hero.
  • How you help them be the hero is how you acquire their business.
  • Therefore, be customer focused, not brand focused.

Be sure to tell the story of how you’ve done this to others in their situation so they can relate. Good decisions are made on the deliberation of evidence that satisfies both hemispheres of the brain.

Quantitative Evidence:

  • Appeals to the left brain
  • Years in business
  • Customers served
  • Success rates
  • Satisfaction rates
  • APRs

Qualitative Evidence

  • Appeals to the right brain
  • Testimonials
  • Case Studies
  • Reviews

A good landing page or marketing campaign follows this secret sauce: “When ISSUE happens, COMPANY helps me so I can do BLANK.” So – “When my car broke down, and I was between paychecks, Acme Finance helped me get back on the road again and get back to work providing for my family.” This way, you are solving the problem for your customer and providing them an obstacle-free path to take action. By satisfying the left and right brain needs, your marketing can effectively use emotion to impact decision making and conversion.