“…people will make a decision based on how the candidate makes them feel, and that guy, that guy there, that guy makes me feel better.”

– Nicolle Wallace, anchor of Deadline: White House, speaking about Mayor Pete Buttigieg, 2020 presidential candidate, after playing a clip from one of his speeches.

+++++

“That guy makes me feel better.”

Politics, work, religion, sports, a restaurant, a hotel, a retail store, a friend, a co-worker, your spouse…it just doesn’t matter. It is all, always, about how a brand makes you feel. We’re constantly evaluating if something is good for us or bad for us, if it makes us feel safe or in danger, if we’re cared for or neglected, if it helps or if it hurts. And more often than not, we’re doing it subconsciously.

It happens every time we touch a brand. We’re always judging, and we’re always keeping score.

Experience. Feeling. Judgement. Expectation.

Experience. Feeling. Judgement. Expectation.

Experience. Feeling. Judgement. Expectation.

And as a 2018 Pricewaterhouse Coopers study demonstrated, this stuff MATTERS. Globally, 32% of all customers would stop doing business with a brand they loved after ONE bad experience.

“That guy makes me feel better.”

How do you make people feel? It matters.

+++++

Ken Mosesian is an evangelist for integrity and the author of:

The Power of Promise: How to Win and Keep Customers By Telling the Truth About Your Brand

Available at Amazon