Negative capability — inhabit the customer's emotional state before marketing
Most people struggle with marketing psychology because they don't take time to think about what it's actually like to be the other person. They dive in and start creating without reflection. The fix is negative capability: close your eyes and imagine you are your customer, experiencing their specific emotions and situation, until you start genuinely feeling what it's like to be them. Only create marketing content from inside that emotional state to ensure it resonates authentically. Customers will surprise you with counterintuitive insights you would never guess from the outside. Most business owners project themselves onto their customers, assuming they're as educated, sophisticated, and interested as the business owner is — when reality is often very different. Go there first. Feel it first. Then write.
Relevant Clips3
- Answer6:13
Align with the Client's Biggest Motivators First
Customers will surprise you with counterintuitive insights that you would never guess. Most business owners project themselves onto their customers, assuming they're educated, sophisticated, and as interested in the product as the business owner is, when the reality is often very different.
- Answer13:11
Use Negative Capability to Feel What Your Customer Feels
Use 'negative capability' - close your eyes and imagine you are your customer, experiencing their emotions and situation until you start feeling what it's like to be them. Only create marketing content from that emotional state to ensure it resonates authentically.
- Answer2:19
Most Marketers Don't Think About What It's Like to Be the Customer
Most people struggle with marketing psychology because they don't take time to think about what it's like to be the other person. They just dive right in and start working without reflection and consideration.