Follow the feeling.
Yes, you may sell cushions, but what you’re really selling is sanctuary. Amongst many other things.
Many brands make the mistake of stopping at marketing the product itself.
They show the cushion, the jacket, or the new app. They describe the materials, the craftsmanship and the technical features.
Then they wonder why the audience isn’t connecting as hoped; even when the products are objectively good.
Your customers aren’t buying a cushion.
– They’re buying a well‑earned Saturday morning with coffee and a book propped up by that cushion.
– They’re buying the feeling of coming home after a long week, sinking into something soft, and letting the world outside disappear.
– They’re even buying something soft to throw at their partner when a joke lands cuts a little too deep.
The product is the entry point. The feeling is why they stay, and return many times over.
If you sell outdoor gear, you’re not just selling waterproof socks.
You’re selling the confidence to step out into the rain.
You’re selling the warmth you feel when you return, knowing you were prepared.
If you sell skincare, you’re not just selling moisturiser.
You’re selling the ritual of ten minutes of calm in a chaotic day.
The examples are infinite, but the key takeaway here remains the same:
Follow the feeling.
Ask yourself:
What does my customer feel when they use my product?
Then start to build content concepts around that feeling and not just the product.
Show the moments before and after: the anticipation, the satisfaction and the quiet joy.
To get you started, here is a list of common emotional value propositions to consider and to start build content ideas around:
· Identity affirmation & empowerment
· Community, belonging and connection
· Nostalgia
· Pride in ownership
· Hope for change
· Inspiration
· Comfort, confidence, safety and trust
· Excitement and discovery
· Environmental experience
(Not only our ecological climate, but also personally for the customer too e.g. luxury, cabin feel, maximalist)
