The Law of Emotional Connection

Emotional Connection

The Law of Attraction is a multi-billion dollar industry that has as many critics as it does fans. Its fans rave over its benefits, while its critics point out flaws in its approach and its inability to be measured.

Whatever side of the coin you fall on, there’s another angle that – to me – is more effective and is a prerequisite to any law of attraction, and that’s the Law of Emotional Connection.

Note – don’t worry, I’m not about to go all artsy fartsy on you, this is still just a blog post!

The Problem With Attraction

For years, marketers and advertisers have been trying to generate revenue through attracting eyeballs to brands and products. Usually, many campaigns will go for the quick hit – a big launch, lots of cool words and media, and a call-to-action that pins you back in your seat and makes you say, “Hell yeah!”.

The problem with this is that it’s basically just the law of attraction at work. You make something attractive; your audience finds you (product/brand) attractive; and the sale is completed. Then the cycle ends, and a new one begins, often for thousands (if not millions) of dollars.

It’s kinda like a new couple just beginning to date – initial attraction, but then the buzz wears off, and if there’s nothing left after that, the next step is usually going separate ways. Now, if you’re a big business with a big fund for marketing and advertising, then maybe you can keep this cycle going. The rest of us, though? We need to work on more than attraction.

We need to work on connection, too, and not just any connection, but emotional connection.

The Law of Emotional Connection

My grandfather was a proud, stubborn man – a typical product of his generation, a Scotsman who never took no for an answer even when that was the only answer left. He was married to the same woman for more than 40 years before she passed, and it devastated him.

He began to shrink in stature and voice, and it was almost like watching a giant become a normal person. We tried everything to help but, like I say, he was stubborn.

Then he heard an advert on the radio for a community meeting group in his area. It specialized in lonely, elderly people, and helped connect them to others in the same boat. Now, normally my grandfather would ignore this – “a bunch of scammy shite!”, would be his description – but this advert was different.

Because it tapped into his emotions and connections to his generation.

  • It had music from the ‘twenties in the background, and this reminded him of the dance halls he’d wooed my grandmother in.
  • It had an old-school radio announcer voice, so it reminded him of the war, and the community spirit that was built in Britain while Hitler was destroying its cities with bomber runs.
  • And it had a sympathetic yet emotional message about people of his age and how there are fewer friends to connect with as time goes by.

Simply put, it made my granddad think of all the great times he’d had and how he could still have them, even if the love of his life wasn’t there to spend these times with him.

So he called the company, started going to the meet-ups, and never looked back. He met wonderful people and began to live his life again. And he said it was the best decision he ever made.

The Connection Generation

Iggy Pintado wrote a great book called The Connection Generation, on how different generations are using technology to connect better and overcome stereotypes and barriers. I think the title is a great way for marketers and advertisers to look at how they’re currently trying to attract eyeballs, and really get past the attraction mindset and into the emotional connection arena.

Some are doing this already – think ads targeted at parents with the sole aim of getting their kids so excited about a product that there’s no way a parent can’t get it without being the worst parent in the world.

So emotional marketing is nothing new. But emotional connection marketing? That – to me, anyhoo – is still pretty untapped. Yet there’s no reason that it should be.

We have an unbelievable amount of tools at our fingertips that can tell us what people are buying; how they’re buying; when they’re buying; and a lot of what triggers their buying actions.

Yet many businesses aren’t looking at these as a key connector to their customers. Instead, they’re just seeing costs and another techy thing that they have to invest in.

But think about it. If you run a small brick and mortar business, you know your customers. You know their birthdays. You know their children’s names, likes and dislikes. You know if their pet is ill.

Because you talk. And listen. And connect.

Why should that be any different online? In fact, it’s easier, because you’re getting to know your customers and their likes, dislikes and buying triggers without them even coming into your “store”. And you can also bootstrap your costs if you’re working to a limited budget.

So isn’t it about time you started using that information and build on connecting with products and services based on actual wants and needs, as opposed to what you feel we should be attracted to?

Because if you don’t, others will. So – ready to connect?

image: Sterneck

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  1. says


    First off, let me say that I have been for months trying to preach this to the bosses. They just don’t listen to me.

    Why do I buy from one person and not another? Connection most times. For example, I have a issue I can’t solve on my own. I watched a video for some help, and when I subscribed, the man who created the video emailed me and asked if there was anything I needed help with.

    He gave me a very thoughtful answer to my problem. IF I were going to buy that service, I would no doubt buy it from him. Why? He took the time to connect in a personal way. Too often we are just looking for fans/friends/whatever.

    Yet we know nothing about each other. Social media and marketing is about connecting with others. You Danny do that very well.

    I am glad I know you Sir. I learn a lot from you.

    • says

      I love stories like this one. :)

      It’s all about considering the whole person. When I interviewed for my last job, I handed out my resume and then told everyone they could throw it away, because I wouldn’t be talking about anything on it. This is what you tell me you need, and this is how I feel I could help, and this is why I’m interested in the opportunity.

      I got that job and have since moved up in the company. Just as I am not my résumé, customers are not sources of revenue, co-workers are not processes, and strangers are not (always) strange.

      We all have things in common, and there are countless ways we might connect with others around the corner and around the world. How might our perspective change if Dunbar’s Number wasn’t simply a measure of people we can keep track of, but a measure of people we help…

        • says

          Thanks, Mimi.

          It seems like everyone knows “Dunbar’s Number,” and views it as something of a drag. It’s either viewed as a limiting factor to human potential or a struggle to maintain so many relationships. It gets me thinking about what might be possible if each of us sought out just 100 people to support long term. Not connect, not engage, not influence – support.

          Whoa. Synaptic storm! 😛

          • says

            Keep the synapses storming! I think you’re onto something. It’s something I wrote about on my blog this morning. (Not to plug my site…just to say my synapses have been firing in the same direction of human connection!)

    • says

      Hey there Nancy,

      PERFECT example – there’s a reason we remember kindness and, like you say, these people are the first we think of when we need premium services.

      Here’s to more great folks like your video guy! :)

      PS – thank you for the kind words, miss, and trust me, the feeling’s mutual. :)

    • says

      Marketing vs Sales, the two go hand in hand but are very different. I sympathize with what you have to say, Nancy, as my bosses are natural salesmen, while I am more concerned with personal marketing and branding, and so we often have very different ideas of success.

  2. says

    Great stuff Danny. I know I have many emotional connections to many brands. I am actually emotionally connected to this blog in some way. I only started reading your blog last year. I commented on a post and you responded rather quickly. It made a positive, instant connection. I dont read every post, in fact sometimes it will be weeks before I stop back in. But I know that when I leave a comment you will ALWAYS respond. A natural extension of that is for me to trust a product that you may endorse or a blog site that you recommend. I can only hope I have that same trust with my blog and my company.

    • says

      Hey there Tom,

      So glad you decided to start reading – always love reading your thoughts when you stop by. :)

      As for the comments, the way I look at it is simple – you could go to millions of other blogs, but you choose to spend time from your day and read this one.

      The very least I can do is make sure to acknowledge you being here, and replying to your wisdom. Otherwise what’s the point in having comments at all? 😉

  3. says

    Hello Danny,

    I really liked your message in this post, and it’s one of the hardest things to get people to understand about marketing (especially social media)whether it be a prospective client, or a superior at work. Prospective clients tend to think its all about numbers(fans, likes..etc) and managers are always asking “what’s the ROI?”

    Many people just “don’t get it” in my opinion. For those that do, they reap the greater rewards that others are to stubborn or ignorant to care about.

    I’m working to teach others the value of true connections with social media, and I’m going to share your post in the hopes that it will spread the message.

    Looking forward to your future posts.


    • says

      Hi there Rachel,

      Welcome to the blog, really great to have you here. :)

      I wonder if we make the problem for ourselves? Often we expect an instant response to a customer query on Twitter, or a question to a company Facebook Page, etc?

      It only makes sense to expect as equal an instant return on investment then, no?

      Of course, no. But it can be hard to say that when we expect instant elsewhere… 😉

  4. says

    Danny, I love this story. Love the way it role models the point as your story emotionally connects with me as it reminds me of my grandad – a funny scouser who had so many interesting stories and how he liked to talk about “the good old days”.
    I think there is no greater time than now that people want to feel connected and the opportunities are there for those that step up to meet that need. Thanks for the reminder.

  5. says

    Hi, Danny.

    I noticed that it is always the hard times that get people thinking about connecting emotionally with someone. I guess maybe this is because it is during these times when the need is more plainly felt.

    I am into emotional connection. That is why I am trying my best to interject my personality into the articles my boss wants me to write about 3D renderings. I figured that if I will always write about the technical side of 3D rendering and not relate it to something emotional or personal, I would never have had any visitors to my blog site no matter how hard I tried to build my online community.

    So, thanks for being one of my emotional connections, Danny. You are definitely a gem, as Griddy never fails to point out. :)

    • says

      Hey there Kim,

      I can’t recall where I read it, but there was a report once that showed how many innovations and companies came out of hardship – war, economic depressions, etc – and how they were still around compared to businesses that launched during boom times.

      So true that adversity seems to encourage extra greatness, because of how the experience came about. Here’s to more greatness. :)

      And thanks – you’re not so bad yourself, miss! :)

  6. says

    The funny thing to me is how many different ways we come up with the same bottom line- treat people like they matter and make them feel wanted.

    There is no significant difference in quality between so many different products, just the perception and feeling of the consumer.

    If more companies remember or learn to stop talking at people they’ll find more success.

      • says

        JackB is awesome. I like how he takes the most complex ideas and breaks them down to their simplest forms. He’s right: it all comes back to people.

        For much too long, businesses have lost their souls. They’ve become faceless entities that hide behind branding, smoke, and mirrors. The competitive landscape is being leveled thanks to new media as a whole and, unless the megacorporations privatize the Internet (as they have been trying to do), we’ll always have a voice here, free of hype, spin, and sheer BS.

        Companies will have to take notice.. Or perish. The bad part is that there are so many things at stake for all of us that it can be scary, even if you have your own business. One megacorporation falls and the entire global economy can suffer, if you really think about it.

        Since we have so many brilliant people here, perhaps they’re reading these wonderful blogs and taking notes.. And contacting some of us clever geeks for some REAL help. ;o)

  7. says

    Danny when you started off with the law of attraction I was about to call Troy to bring you some coffee. Great disclaimer ” This ain’t no artsy fartsy post’ because I thought for a minute you were going all Oprah on us. Not that there is anything wrong with her but you know, we come here for Danny.

    So yes, those emotional connections, building relationships. We live in an era were we have dozens of tools to do this, so why is it so hard for businesses to understand.

    Jack B is right, stop talking at me and talk with me.

  8. says

    “a bunch of scammy shite!” Of course I had to read it in character w/ the accent and all…….

    To me it’s the name of the game, emotional connection; without it you have no depth. If you look across the landscape the brands that have endured and succeeded have recognized the importance of the emotional side.

    That’s what I’m all about and sometimes I wear my emotions on my sleeve; but that was really what I was looking for when I jumped in this crazy blogosphere with both feet. Twitter did nothing for me until the emotional connections were made.

    Good to see you Danny, hope all is well in your world.

    • says

      Haha, can you link to an audio recording, mate? :)

      You know, businesses and CEO’s and CFO’s and deal brokers can say all they want about numbers, acquisitions, sell through percentage, etc.

      But we’re still all people behind the desks. More need to keep that in mind.

      Cheers, sir, always a pleasure!

  9. says

    You really made a good case here for paying more attention to the way we connect with our customers. The story about your grandfather was a PERFECT example of this!

    It makes me think back to “the old days” when people were very faithful to the same corner diner because they knew the owners and the owners knew them – it was the emotional connection that kept these customers coming…

    • says

      You know, it’s funny – I was speaking with my friend Kneale Mann (a really cool marketing guy in Ottawa) today, and one of the phrases he used was “the old days”. How it used to be years ago (decades, even), and now with social media, it can be as little as a couple of years ago. 😉

      The relevance is still the same though – like you say, Naomi, knowing your customers is such a huge advantage, it’s always “disappointing” – for want of a better word – that many businesses just prefer numbers over names…

      Thanks, miss!

  10. says

    Activating people, getting them to participate and spread your message for you is the key to succeeding.
    Personal development is a great industry in my book, investing in yourself can never be wrong.

    One good time management idea can save you 10 minutes/day for the rest of your life. How much would you be willing to pay for 3650 minutes/year?

    I don’t think you can put a price tag on it.

    • says

      You make a great point about personal development, Daniel – I’m a huge believer that if you like and respect yourself, you carry that over to those you deal with.

      Maybe more businesses need to work on the employee development and see how that improves the customer development?

  11. says

    It’s the dawning of the Age of Relationships*! We finally realize all the tools of the technology/communication age mean absolutely nothing if we can’t connect to one another. It gives me great hope.

    Thank you for sharing your grandfather’s wisdom and with with us.

    *You can sing that to the 5th Dimension’s tune and let the sunshine in all day long!

    • says

      Hey there Mimi,

      You know what makes me smile and nod in agreement with you?

      I think we “met” by disagreeing – initially, anyhoo – on a Chris Brogan post. And yet, by continuing to communicate with each other in a great thread, here we are now sharing thoughts. And that could have been missed had we “closed up” after disagreeing.

      Here’s to communication and connecting. :)

      • says

        What?! Moi?! Disagree?? Say it isn’t so!!

        I love people who are willing to disagree with me; who are willing to connect in a meaningful way other than “thanks for sharing…um..oh…you’re still here…right then” sort of awkwardness. So thanks for that.

        But you know…that involves a) time and b) risk…and we’re not always too comfortable with either. Perhaps you can write a(nother) post encouraging us in those directions next!?

        The word missing from my original comment is “courage” I meant to say your grandfather’s wisdom and “courage”….because it took a great deal of both to respond to the offer of a potential connection, even after it resonated with him. We have to all risk in order to gain.

  12. says

    G’Day Danny,
    First question: is “artsy fartsy” the same as “feelie touchie”? Second question: does Gini D reserve her most flippant comments for we Celts?

    You reminded me of that wonderful old marketing adage that” Helena Rubenstein sells hope.” I have one client I’ve been working with for over 10 years. It’s a domestic maintenance plumbing company. That’s the only plumbing they do. They’re the embodiment of the virtue of clear focus and a precise, narrow target market.

    The business is called “The Clean Plumber” Their slogan is, “If we’re late, you don’t pay.”

    In only nine words, they’ve connected emotionally with prospects and customers. In doing so they’ve eliminated the major concerns of most homeowners regarding tradesmen.

    To your excellent story about your grandfather may I suggest that business names and tags and slogans are far more important than many of us are willing to recognize.

    And while I’m on my high horse…..forget customer surveys. When Henry Ford was asked why he hadn’t asked potential customers what they wanted, he’s said to have replied, “They’d have wanted a faster horse.”

    Make sure you have fun



    • says

      Hey there mate,

      Hmmm…. not sure if it’s the same as feelie touchie – maybe wishy washy? And yeah, Gini does seem to save her ire for the Celts, huh? 😉

      LOVE the plumbing example, mate – like you say (and especially in their trade), there can be a lot of mistrust. Being upfront – and, more importantly, confident – to offer that kind of guarantee? Count me in. :)

  13. says

    I feel this is powerful stuff IF…..IFFFFFFFFFF….the money is where the mouth is. Advertising likes to create this but often the products let the buyer down. Social Media CRAVES this and you can easily create this with a customer if you pay attention to them and treat them right…but still product has to meet expectations.

    • says

      The cool thing is, many brands are having to readjust what their product is, due to the ease in which they can get a hefty black eye in public if the product sucks.

      Maybe that “if” can become a “remember when” after all… 😉

  14. says

    I’m with you on the law of emotional connection. The importance of getting to know our customers, their likes and dislikes and recommending services and products that actually meet their wants and needs. I actually believe this gets more challenging when you bring that connection online. Yes, the information is there, but the difficulty in creating a deep connection increases with the number of connections made.

    So I guess the real challenge is figuring out how we balance the number of connections with the quality of those connections?

    • says

      Hey there Nicole,

      That’s a good point about scale. Though I guess you could also flip it a little the other way, and look at it from making X amount of really powerful connections because you “sifted” through a much larger number to begin with?

  15. says

    The greatest purveyor of emtional connection marketing is indeed, Disney. And I believe that with all my heart.

    Disney has found a way to tap into the souls of others – and produce money from those experiences.

    What is it about Disney, that causes a family in Mexico, poor, to save for years – only to travel to California, to visit the Happiest Place on Earth. It’s emotional marketing.

    While in Mexico, we would stop at a taco stand – and visit Louise and Maria. They were the ones who wanted, more than anything, to visit Disneyland.

    Disneyland understands that if you visit their park – along with family – they’ve hooked you with a deeper emotional connection.

    Walt always knew, that if they did things with a focus on the family, they would be more successful.

      • says

        I feel what makes Disney even more magical is that their stories speak to us on so many different levels. A child will appreciate a Disney movie for different reasons than an adult, usually. It’s amazing that most of the stories they are known for are basically things stolen from overseas and remastered for a wider appeal. That just goes to show you that you don’t need to be a pioneer or even original: if you tell stories that create emotional attachments, you WIN! The End. B)

  16. says

    I’m glad you brought these critical points up because I’ve been toying with a book concept that tackles this issue and the major shift towards people marketing (what most consider interactive marketing). People like to feel connected yet marketing purists still feel that you should focus on the masses. Makes you think a bit…

    If you focus on a few people at a time and make them into life-long customers and avid fans, wouldn’t it be better than having a tons of customers that soon lose interest? I’d rather have the foremost at work for me. After all, those strong supporters can influence their friends and their friends’ friends will do the same.. It goes wide AND deep so why not? I guess it’s too much work. It’s easier to use quick-fixes and throw money at problems if you have it to spare…

    When you mentioned the vicious cycle of traditional marketing, all I could think was, “He shoots – HE SCORES!” That there may very well account for the billions of dollars pissed away by businesses today. These are vital budget dollars that could be used to create more jobs, research and develop products/services, invest in REAL customer appreciation, and give back to the community in meaningful, authentic ways.

    Danny, keep it coming.. You’re keeping my creative machine well-oiled, man! ;o)

    • says

      Love this part of your comment, Yomar (not that there’s anything wrong with the rest of it, hehe):

      “These are vital budget dollars that could be used to create more jobs, research and develop products/services, invest in REAL customer appreciation, and give back to the community in meaningful, authentic ways.”

      Consumers aren’t blind, anymore. They know what businesses really care and what businesses are just saying what they need to to try and gain eyeballs and dollars.

      Slowly, but surely, the businesses that do things right – and remember who they did it with – are the ones that are staying the course.

      Here’s to more genuine business, mate – cheers!

      • says

        Could not have said it any better myself. The only thing that keeps savvy customers from making smarter buying decisions is convenience and, at times, cost.. the latter is easier to overcome if the reasons are compelling enough.

        We’ve seen this with the Starbucks and Apples of the world, where the product quality is questionable but people buy into the story, the experience. It makes them feel connected and, yet, it is so much more than mere status quo.

        Thought-provoking stuff here, my friend… B)

        (And, yes, I second that notion.. Genuine business FTW. Cheers!)

  17. says

    Holy Hannah! When I loaded this up, I was the first person to comment (or so I thought).. Then a bunch of comments popped up! See that? This proves that emotional connections DO matter.. That’s why, in the short time I’ve known you, I’ve grown to love you, Danny.. Purely platonic, of course! =o]

  18. says

    I couldn’t agree more, Danny, and I am glad you included the comment about artsy fartsy because I was starting to think you were going all ‘pie in the sky’ on me.

    I am an advocate of positive intention, setting and working towards goals, and visualizing and expecting only the best outcomes to all I do… these are all aspects you can find in LOA literature but it’s a way of life I learned from my Dad long before I heard about LOA. I love that you made light of the emotional connection because, in all of it, it is a prerequisite.

    Wonderful post.

    • says

      Artsy fartsy, pie in the sky, moose loose aboot this hoose… I could go on but I’d hate myself, mate. 😉

      Love the positive intention, mate – like you say, we can influence a lot if we really believe. And you don’t need no artsy fartsy pretences for that… 😉

  19. says

    And don’t forget your favorite bartender. Not to bring up wine and cocktails at this very early hour (hiccup) but the bartender is often a major factor in the bar selection. Again, not speaking from experience, but every brand needs to find their best bartenders and put them up front!

  20. Al Pittampalli says

    Hi Dan, great post. Emotional connection will always be scarce, because it’s hard. It requires focus and attention, especially online this can be difficult to achieve (even harder to scale). But it’s worth it, and you make that point very well in your post.

    • says

      I disagree. I think it only seems hard because most people are looking at the old rules of business: blanket messages, mass communications, interrupt marketing, demographics, etc. Connect with people on a smaller scale and they’ll become your biggest advocate.

      Think of network marketing which, no matter how you feel about the industry, is a HUGE marketplace: each independent business consultant leverages the trust of those closest with them and the brand commands the respect. Third-party validation comes in to solidify the bonds and it becomes a cyclical strengthening. Most importantly, each person you focus on and build genuine, meaningful interactions with (because you care), becomes an avid fan and spreads the “ideavirus” (as Seth Godin calls it) to their friends who, in turn, repeat the aforementioned process.

      In this manner, you only focus on a few people and those few people focus on a few people and it goes on and on. The reach goes deep instead of wide. The process only breaks when you can’t be honest with yourself or your audience, which is where the opportunities exist in the business world as we know it right now.

      Marketing now, more than ever, is about telling compelling stories AND making sure everything we do from a strategic and operational standpoint aligns with the overall effort and intended message/image. This is why Public Relations is dying off. Social media makes it hard for companies to tell inauthentic stories and do damage control when virtually anyone can beat you to the punch.

      MC Hammer spoke at Standford University School of Business back in 2010 and made some HUGE points. Essentially, he pointed out that “breaking news” is a thing of the past, thanks to social media. The reality is that new media as a whole changes the game. Large corporations are trying to buy major communication channels (for example, CBS Interactive owns GameSpot and several other sites now) but they can only throw so much money at the problem. Savvy customers are finding out who is selling out and turning to smaller, more pure communities, particularly on discussion boards/forums and blogs. The competitive landscape has changed drastically. What we learned in business school 30, 20, or even 10 years ago now is mostly archaic theory.

      I will agree that it is hard work because we have to go against everything we have been conditioned to do… But for those of us that always felt out of place in the corporate rat race, telling lies and following policies we knew were absolutely wrong, none of this is a surprise. I know I saw the writing on the wall over a decade ago but I was too caught-up in the daily grind of working on Wall Street to really do anything about it.

      I think all of us here in Danny’s house should step back and re-assess things. I know I have made excuses to make myself feel better in the past.. But we need to adapt and keep it real, or we’ll be left behind in the dust too. Don’t think for a second that simply implementing social media is enough.. There needs to be consistency and authenticity throughout every effort.

      Thanks for bringing up a huge point, Al. Certainly, many of us have had our growth stifled by this sort of defeatist thinking.. Those that control the majority of the world’s wealth don’t want us to know that they have a weakness. Social media, interactive marketing, and the resurgence of gaming mechanics in new media have given us honest business folks a fighting chance! :)

    • says

      Hi Al,

      I actually think it can be easier to scale online, purely because of the wealth of connections – real connections – we can make that we never would be able to offline.

      Of course, the trick then is to really cultivate, and that’s where so many trip up. :)

  21. says

    Thank you for telling the story of your granddad. My Grandma recently moved into assisted living, and she’s slowly becoming more social. When I’m working on a marketing project, I’m always try to create messages that will make emotional connections. My job is to figure out what we need to fulfill, and then communicate appropriate messaging.

    • says

      You know, often we hear so many horror stories about assisted living, Marianne, but if we can find the good ones then, like your Grandma is finding, they can be a Godsend. :)

  22. Craig McBreen says

    OH Shite, this is a great post :) Emotional Connection Marketing is indeed untapped, but as you illustrated so well, the problem is CONVINCING businesses how important this is. And whether they like it or not, it is the future. Social media is all about creating authentic connections of course, the most difficult part is getting businesses on board and “ready to connect” based on their customers actual wants and needs.

    Anyway, long time lurker, first time poster! Working my arse off to get a new blog up and running. Thanks for such thought provoking posts and excellent all around work!

    • says

      Hey there Craig,

      Does your surname mean you pronounce shite in the accent that befits it? 😉

      The funny thing is, businesses connect every day of the week with their customers whenever they hear a door open, or a phone ring. And they often barter and set up lines of credit because the customer needs it.

      So why not take it to its natural progression? Ah well…

      Great to see you “de-cloak”, and don’t be afraid to say more, mate. :)

      • Craig McBreen says

        No, just a reaction to your post on censorship :) I was afraid if I spelled out the actual words I might get spanked by the blogging police. I only dream of having an Irish, or better yet, Scottish accent. After all when I was a kid I dreamed of being the original 007, Sean Connery. But, I’m just an pretending here is Seattle.

        I do feel like this is a “de-cloaking” of sorts. Love the content here in your neck of the woods!

  23. says

    This post is awesome Danny! There is indeed clearly a big difference between emotional marketing and emotional connection marketing. Your granddad’s story was very inspiring and it moved me as a small business owner. It was such a good example of how effective and customer-driven emotional connection can be for any business.

    • says

      Hey there big guy,

      You know, I might be a mean old Scotsman but you touch my emotions and I’ll cry like a baby.

      Imagine the power a business could have if it could tap into that kind of lowering of the guard? 😉

      Cheers, mate!

  24. says

    You’re a great story-teller, Danny and it is clear from the comments that I am not the only one to think that. But you also know how to get a message across in a story with a lesson – that’s a great talent! I believe in the law of connection too. By being yourself and connecting with your audience, you can easily start to make this connection.

  25. says


    As a proud, stubborn Scotsman, like your Grandfather :-)i love your blog and this article in particular. Keep up the great work you are doing.

    So many people see digital as just another sales channel rather than for building strong 1-to-1 relationships especially with your ‘Most Valuable’ and ‘Most Growable’ customers.

    Do you know where in Scotland your Grandfather came from? Take care Jim H

    • says

      Hi there Jim,

      Cheers, mate. My granddad was from Edinburgh (like me – I just pretend to be Canadian when it suits, hehe).

      The sad thing is, if you use digital to its strengths, it becomes a strong sales channel anyhoo. Go figure… 😉

      • says

        Danny – thanks for replying. Indeed, very impressed by your efforts to reply to most/all of the comments you receive.

        Sorry to hear that you originate from Edinburgh :-)I live in Scotland’s real capital city Glasgow :-) although i did start my academic career at Napier University in Ed.

        Just mentioned your Granda and you in a recent blog post about Inbound Marketing – hope you don’t mind. Its a ‘tongue in cheek’ customer response to a HubSpot Workshop I attended on Friday. It references 2 of your own recent posts – the Emotional Connection and ‘Flock Off’ one. Only a Scotsman could get away with that one – loved it. All the best and take care Jim H

        Just in case you have the time to read it, the post is entitled ‘I am not a suspect’ –

        Cheers mate.

        • says

          Hey there Jim,

          Glasgow, eh? I guess we all have our crosses to bear… 😉

          Thanks for the mention, mate, much appreciated, and I’ll be sure to check out the post.

          How was the Hubspot workshop?

          • says

            Thanks Danny. To be perfectly honest I was very concerned with much of the advice given at the Hubspot workshop and the ‘mindset’ underlying their view of customers.

            Blog frequently, spread the message as wide as possible, flood the sales funnel with suspects, turn suspects into prospects, convert etc etc. As someone who has taught Customer Management at Strathclyde Uni for over 20 years, this terminology sits uneasily with me.

            Take care

            Jim H

            • says

              That’s a shame, mate. I’ve heard similar feedback from a few others – I thought Hubspot was a bit different from the rest, too.

              Seems to be a one size fits all as opposed to a targeted approach?

  26. Nancy Denmark says

    another good post from Danny Brown. (the blog comments are a good read too) says the lady with 2 small businesses supporting her household. It’s all about connecting with the customers to build long term relationships. That’s our only way to compete with the big box stores. They can’t provide that personal connection and thankfully there are still folks out there who still appreciate it and they keep us in business!

  27. Danny Brown says

    Thanks for the kind words Nancy, and completely agree – small is flexible is more keyed for success because of that. :)

  28. Judy Dunn says

    Good post, Danny. Easy to attract, a little harder to connect emotionally, but it is so worth it. And you are right, not many businesses are doing this, so you really become that “red leaf” as John Jantsch says, when you do.