You want to build top-of-mind awareness for your company, products and services. You want customers knowing about you and thinking of you when their time-of-need comes. You want to build mindshare.
Stop. There’s something more important.
It’s Heartshare. How customers feel about your company, products and services. And just as important, how they feel about themselves when they engage you.
When the time comes to buy, 50% of the decision making process is emotional. This, according to research involving over 30,000 people conducted by Level 5.
Don’t focus simply on building mindshare. Build heartshare. Appeal to what’s meaningful to them. What do they value? What do they care about? What is essential to who they are? Connect with the answers to those questions and now you’re building something more deep-rooted and enduring than mindshare.
You’re building heartshare.
Your thoughts?
Michael
