How Spotify sells with emotion

I usually hit "writers block" so much so that it takes weeks to start the fist paragraph..

And there are two core reason..

1. English is not my first language

2. I am good at "analysis-paralysis and overthinking" :)

But sometimes, inspiration strikes in the most unexpected places... like when I dug up this gem of a quote in my old notes:

"Customers buy with emotion and justify with logic."

Sounds cool, right? But what does it REALLY mean? Let's unpack it with a real-life example: Spotify's "Music for Every Mood" campaign.

Alright... Why Spotify, you ask? Well, two reasons:

My "Spotify" subscription begged for a refresh last week (oops!), and...

Their marketing strategy is SO. DARN. CLEVER.

So, dive in with me as we explore how Spotify uses emotional triggers to hook you in and leave you singing their praises (metaphorically, of course).

Why this campaign works and how is this related to “Emotional Selling”?

Spotify could talk about their massive music library, new AI features, or their sleak and user-friendly design.

But instead, they use the emotional power of music to connect with their audience. Because music is deeply personal.

You can hear a song from 20 years ago, and it will instantly take you back to the feelings you remember when you first heard it. They sell the moments of your everyday life where music already has its place.

However, there is a counter logic - “The emotional connection to music is obvious” and therefore, for “Spotify”, emotion is a low hanging fruit to leverage..

but.. but…

Isn’t it true that any product can relate back to everyday life. You just have to have a deeper understanding of the customer experience..

Let’s take another example of a “skincare brand” selling “Facewash” for clearer and glowing skin..

Now, a lot of typical RTB’s will be focused on:

• Get refreshing fair and glowing skin

• Get a glowing skin in just 2 mins a day

• Keep your skin softer and glowing all day

Those selling points are all great and have their place. But they lack an emotional component.

If you want an obvious place to look for the emotional component of your product, go read your product reviews/ revisit customer feedbacks/interviews..

Example of a few “typical positive product reviews”

1. “I’ve tried many face wash brands for YEARS. Now I finally have the skin I’ve always wanted”

2. “My wife loves how my skin is now softer and smells better.”

3. “I’ve been getting so many more compliments on my skin since starting to use this Facewash.”

Here is how you can see how these reviews can easily turn into more emotional and engaging copy:

“Get glowing skin in days, not weeks.” “Your wife and your "skin" will thank you.” “Warning: frequent compliments might occur.”

Bottom Line: Sell the emotions behind the decision rather than the decision itself. 😊

Here is your takeaway:

💥 Write out 5 emotions that can be tied back to your customer’s use of your product and how it impacts their everyday life.