Every marketing decision you make should be prefaced with this question;
“How will it make her feel?”

Of course you want people to do, but you need them to feel first. When people feel they act. The feeling is what leads to the doing.

Think about the websites and cafes you love to visit, the book titles that attract your attention and the things that you own or covet. They have found a way to tell a story that short-circuits the connection to your heart.

It turns out that changing hearts not just minds, is a great business strategy.

Image by gak.