The Role of Emotional Appeal in Advertising

When people make buying decisions, is it emotion or logic that drives them?

The answer is: both — but overwhelmingly emotion leads the way. Estimates show that 90–95% of purchasing decisions are emotion-based, with logic only stepping in after the fact to justify the decision. That’s also when buyer’s remorse can kick in.

Do You Advertise on TV?

That used to be an easy yes-or-no question. Not anymore.

In the past, if you asked someone, “Do you watch TV?” you were asking about programs—usually on a set in the living room. Today, that same question triggers a different thought entirely: Which device are you watching on?

Are you tracking your ad success—or just guessing?

A new client recently shared her biggest marketing frustration with me:

“It doesn’t seem like we ever know if our advertising is working. The only way to find out seems to be to stop advertising completely—and that scares me even more.”

I’ve been in her shoes, and I get it. You invest in marketing, but no one sits down with you to show exactly how to measure success.

Are Your Ads Getting Lost in the Noise? Here’s How to Fix It.

When you watch TV—whether it’s streaming, cable, or broadcast—do you see commercials?

All. The. Time.

When you’re browsing the internet, do you see advertising?

Everywhere, all the time.

February 26, 2025

With the endless flood of information, we’re hit with every day, finding what we actually care about feels like looking for a needle in a haystack—except the haystack keeps sending you notifications. Distraction is the gateway to disaster. And by disaster, I mean what happens to my day when I start chasing squirrels and diving headfirst down rabbit trails. Before I know it, I’m Googling “how to train a squirrel to fetch coffee.”

It’s hard to attend a marketing conference, read an industry blog, or even scroll through social media without encountering a discussion on personal branding. Today, it’s become an essential part of any business owner's toolkit, especially for small businesses. But what is personal branding, and why has it become so integral to business success?

This edition of The Weekly Crazy Newsletter is brought to you by the website:

NiceNews.com

Artificial Intelligence (AI) can seem complex, it really can feel down right intimidating.  But, it’s a powerful tool that’s reshaping business operations for the better.

👂Understand Your Audience.

You may think you have a product or service for “everyone.” It’s easy to say, “Anyone can benefit from what I offer.” While that may be true, not everyone will respond to the same message or marketing channel in the same way. This is why understanding your audience isn’t just important – it’s absolutely essential. Let’s break this down.

So how do you ensure your brand presence and identity are consistent? Here are those 4 key focus points:

Enjoy this YouTube video - only 6:32 - this story of "Taxi Terry" could change your business!

Welcome back to the second installment of our series on the foundational elements of marketing and advertising. Last week, we explored the importance of Clear and Compelling Messaging as the cornerstone of any effective campaign. Today, we dive into the second key element: Consistent Presence and Identity.

2024 Summer Olympics in Paris begin July 26th.