In Part 1 of this series, I explained that marketing is not simply about hawking your wares. Certainly it’s about communicating what you have to offer, but how you do that is what makes the difference between feast and famine. Whether we know it and like it or not, most decisions in life are fueled at least in part by emotion, and that goes for buying decisions large and small. Our brains are equipped with both reasoning and emotional centers, and each factors into decision making.  More often than not, people buy from emotion and justify with reason, so it’s important to know how to emotionally connect with them. In online marketing, making emotional connections is especially important because the digital world is immediate, urgent and can seem highly impersonal.  It doesn’t give us the time or intimacy to know and trust people like face-to-face interactions do. That contributes to a lack of trust (and unfortunately, fraud) online, so allowing people to get to know you digitally goes a long way toward creating the confidence consumers and business people alike need to buy from you in any channel.  

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