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How Emotion influences buying decision

The Challenge: Marketing a Brand

With a Logo That Nobody Wanted Share.

This video shows you how they solved the problem. 'Like a Girl' became one of the most successful social Media campaigns. Twitter followers tripled in the first three months; they gained 4.4bn+ media impressions, had 90m+ views, and YouTube Channel subscribers grew by 4339%. Not a bad effort.

Introducing #LikeAGirl.

’For most of us, we recognise those words in a very negative way. We’ve grown up hearing phrases like ‘you run like a girl,’ and ‘you fight like a girl.’  The inference is that girls aren’t as good as boys.

And then came the 'Always' ‘Like a Girl campaign'. Their goal was to convince vulnerable young girls to turn that thought on its head. They wanted young girls to really think what #LikeAGirl means. 'Always' created a video that had well over 100 million views.

'Always' used emotion to boost their brand awareness but, as the proud father of three beautiful daughters I was thrilled when I saw this video. 

If you watched the video you would have seen the girls so confident and proud to be who they are is inspiring.

What does the video #LikeAGirl tell you about Always products?

Absolutely nothing! This amazing video is a worldwide viral sensation and subsequently created one of the most successful advertising campaigns ever run, but during the video we are never told what they are selling.

 Why? Because they are relying on the emotional impact that their brand will have on their target market.

But, I believe that the spin-off benefit was for the thousands of girls who saw this video and were inspired to believe in themselves.

Another modern fairytale

Once upon a time, way back in the 90s, two companies were selling the similar products to the same market.

One was a giant dominating their industry, and the other was just 90 days away from bankruptcy.

While the products they offered were similar, their marketing strategies were poles apart.

The industry giant's strategy focussed on the technical features of the product. You know, features like processing speed, power, storage and the like.

The company that was just 90 days from extinction adopted the slogan of ‘Think Different’.

Now, this was different.

But ...

  • Does 'Think Different' describe the product?
  • Does 'Think Different' say anything about the quality of the product?
  • Does the slogan 'Think Different' tell you what the product is?

No. And yet IBM, the industry giant's market share fell off the cliff while Apple's revenue and growth exploded. In 2020 Apple's revenue was reported at $114.4 billion making Apple one of the biggest companies on the planet.

And then there’s Nike?

Once again, what does ‘Just Do It’ tell you about Nike, the company?


Does it tell you about their products? Does it describe the quality, range, features and benefits of their company and products? No.


The Just Do It campaign has taken Nike to $32 billion a year in sales. 

What do #LikeAGirl, ‘Think Different’, and ‘Just Do It’ campaigns have in common?

They all evoke an emotional response!!!

Your emotions determine what you buy and how you see yourself.
  • Are you aware of your emotions?
  • Do you know what triggers your emotions?
  • Does your marketing material connect with your buyers' at an emotional level?

Mindful Communication shows you how to understand and connect with your inner emotions. 

Three Take Aways:

  • Be aware that what you say and do impacts others at an emotional level
  • Engage your potential customers unconscious mind.
  • When speaking with others be aware of your emotional response 

So, how did the 'Like a Girl campaign' preform?

Check out the results.

90m+ views; number two viral video globally.

1100+ earned-media placements and 4.4bn+ media impressions in the first three months.

Always Twitter followers tripled in the first three months; Always YouTube Channel subscribers grew 4339%

177,000 #LikeAGirl tweets in the first three months, including many celebrities.

Higher-than-average lift in brand preference; claimed purchase intent grew more than 50% among our target.

In a study conducted in December 2014, almost 70% of women and 60% of men claimed that "The video changed my perception of the phrase 'like a girl'". Source.

Why Your About Us Page is Critical!

Is your About Us page important?  But that's the wrong question?

The question you should ask is…

Do you want your website to generate high-quality leads helping you convert them into sales?

If you do then the About Us page on your website is critical.

It’s critical because people buy from people. 

People want to know whom they are buying from, and, if they are considering buying your product or service, they will check out your About Us page. They want to get to know you.

Still, photos are better than text. But a video is by far the most effective media because you communicate with your audience through all of the senses. Sight, sound and emotion. 

For 84,000 generations humans have learned to recognise danger very quickly. We were on high alert for the slightest change in our environment. The smallest movement or inconsistency triggered our flight or flight response.

If we didn’t react quickly, we got eaten or fell victim to tidal tribes.

As a result of this dangerous environment, we learned to read and process our response subconsciously. 

In the blink of an eye

Our cognitive brain is still slow. Our subconscious observations triggered the fight or flight response and they still do! 

As a result of this dangerous environment, we learned to read and process our response subconsciously. Our cognitive brain is too slow. Our subconscious observations triggered the fight or flight response and they still do! 

Evolution moves at glacial pace. It is less than the blink of an eye since the industrial revolution. 

In just 10 generations we have moved from horse and cart to space travel. A journey from England to Australia has gone from several months to less than a day.

When you have a video on your About Us page, people visiting your website can read your facial expressions and hear the tone of your voice. Together, these observations trigger an emotional response. 

The first impression people form is outside of their conscious awareness. If the impression is favourable, you are seen as a friend and not and their subconscious sees you as a friend…

Old friends

I had an early morning meeting with a potential client. To make sure I beat the traffic I had arrived early. Very early. As I strolled through the shopping centre, I saw a man waving calling out to me.

The man waving was my potential client. He recognised me from the video I had on my website. 

We met and shook hands. “I feel like I already know you,” he said. The ice was broken.

Hearts and Minds

Emotion and NOT FACTS will drive your potential clients to buy your product or service. Every business must win the hearts and minds of their prospects and existing customers.

Facts and statistics are dry. Sterile. Forgettable. 

By 2017, online video will account for 74% of all online traffic (KPCB).

That’s good to know. But, unless you link that statistic with emotion it means little. Yet that statistic might trigger the feeling of fear.

Fear of losing their market share or even their livelihood. The statistic itself is not memorable. But the emotional reaction is.


Before people decide to buy from you, they want to know who you are. They want to see what you stand for. 

Your prospects already know what you do. But they want to know more about you.

Video on your About Us page gives you the opportunity to speak with them letting them ‘get to know’ you. If they feel comfortable, they are far more likely to buy from you.


Marketers who use video grow revenue 49% faster than non-video users (VidYard).

That is wonderful. But that statistic was provided by research from a video production company. Now don't get me wrong. Vidyard is a good company and it is possible that their report is biased.


Video has stood the test of time!!!

History has proven the value of video over and over again. And there are too many reputable businesses reporting results from their video marketing that are similar to VidYards.

Why is video so successful?

Every buyer is human.

And every human has two dimensions. Conscious and subconscious. Visible and invisible.

Video gives your viewers a chance to get a glimpse of your hidden self. It shows who you are as a person. You can speak about your goals. Why you want to help them.

Of course, you’re in business to make money. Yet most of us are not driven by money. Money is a means to an end.

We want to provide for our families, go on holidays, drive safe cars, and live well in retirement. We must relate to the human visiting our website!

Who are you?

A video on your About Us page shows who you are.

Remember, if you want your website to generate leads and sales then the ‘About Us’ page is perhaps the most important page on your website…

When people can see and hear you it helps to build trust. And trust is an essential ingredient of a sale.

People buy from people they trust!

And that is why your About Us page is critical!!!