The Emotional Hook: How to Win Your Customers' Hearts

Imagine you’re creating a new medical device to help physicians better track patient progress. It’s loaded with new technology and cool features. You put together a strong business case. Expectations are high.

You build this revolutionary device, you bring it to market, and… nothing happens. Why? Maybe you forgot the emotional hook.

The emotional hook is what connects the desire in your customer’s heart- the emotional need — to the promise your product makes to fulfill that desire.

Take the med device described above. The emotional hook could be alleviating frustration from too much patient data that’s hard to use. Or pride in being the first to adopt the latest technology. Or relief from no longer having to delay treatment decisions.

Finding the right emotional hook requires wading into the domain of feelings and emotions, even if it's uncomfortable.

We developed this 5 step process: 1) Carefully ask the right questions of the right people (not just customers!) in order to reveal meaningful problems, unmet needs and wishes, 2) identify the key customer desires they generate, 3) map those desires back to the promise of your product, 4) determine possible emotional hooks for each desire, and 5) validate which emotional hook most resonates with each customer group’s strongest desire.

The process is as much art and creativity as it is rigorous science and solid strategy. The result is the missing ingredient — the emotional hook — that can make all the difference between failure and success!

Read more on how to measurably improve your marketing:

How to Get to Breakthrough Innovation: Desirability First! Your Next Product Launch: How To Knock It Out Of The Park! Getting People to Do What You Want: Two Paths to Persuasion

Powerful Results: Click here for real case studies that show you the results you can get.

Moshe Engelberg, Ph.D., M.P.H.
ResearchWorks, Inc.

Your Marketing Minute© is an electronic newsletter based on the consulting, teaching, and speaking of Dr. Moshe Engelberg. Please contact us with feedback, questions, or for further information at

ResearchWorks, Inc. is a company dedicated to helping socially minded companies get measurably better marketing results. Guaranteed. Reach us on the web at or by email at

Next Issue: How "Convergence Research" gets you winning results.

Don't miss it!     SUBSCRIBE HERE    

Follow us.
Like this newsletter? Click here to share it with a friend.
Past Issues: Click here to view the Your Marketing Minute library.
Moshe's blog: On Everything Marketing. Your source for "ah-ha" moments and thinking different.

© 2014 ResearchWorks, Inc. All rights reserved.