I’ll believe it when I feel it. This is more accurate than the cliché – I’ll believe it when I see it. When it comes to marketing your brand, it is all about capturing the right customer emotion.

In my 10 years of digital marketing experience, 90% of businesses get this part wrong when it comes to their website content. The majority put up lists of their services, pricing, value statements, and call to action statements that are simply “buy now” or “call now.” Sometimes their About Us page is tip-toe in the right direction, but even then, they usually get stuck in an imaginary box of “being professional” about what they tell their clients.

This is what I do, and this is how I’m different, is the bulk approach to building the content most websites, and it is ALL WRONG. We’ve all heard the saying – attributed to so many people, the original source is unclear… “People won’t remember what you say, but they will remember how you make them feel” – or some variation of that phrase. Your digital content needs this same priority in its creation.

There’s a great book by Sally Hogshead called “Fascinate: Your 7 Triggers to Persuasion and Captivation” that is a must read when it comes to adding emotional connection to marketing your brand. She adds anecdotes that help you to recognize how very successful products or brands use emotional connection to create loyal customers, as well as why campaigns failed and how they missed the mark.

The big lesson in connection through content is that time and energy must be spent on finding the right entry point, the right emotion to capture your customers. Just as people spend a lot of time perfecting their sales pitch for person to person interaction, overcoming objections, etc, attention must be given to the digital approach that overcomes objections, captures emotions, and does the selling for you. This will not be achieved if your website simply lists your services.

For more information on taking a creative approach to your content, visit my blog sites at 171marketing.com or suite171.com/blog.

– Lynette Burgan is co-owner of Suite171, a web development and online marketing firm in Fargo, ND.