There are billions of people in the world. Each one is unique, each one has a different collection of wants, needs, pain, and joy. But in many ways we’re all the same. There is a high degree of overlap in how people feel.
Marketers leverage old emotions to invent new solutions. What are those emotions? Everyone aligns around the same tired old vocubulary when expressing their fears, dreams and desires:
Adventure
Affection
Avoiding new things
Belonging
Community
Control
Creativity
Delight
Freedom of expression
Freedom of movement
Friendship
Good looks
Health
Learning new things
Luxury
Nostalgia
Obedience
Participation
Peace of mind
Physical activity
Power
Reassurance
Reliability
Respect
Revenge
Romance
Safety
Security
Sex
Strength
Sympathy
Tension
Marketing is the process of creating solutions that interact directly with these audience feelings toward a specific outcome. Effective marketers leverage these emotions in a similar way an artist may make use of colors on a canvas.
