Sand in your feet

Marketing is an exchange — a conversation with clients.

This weekend we were handed a flyer — a 2014 calendar for a local charity working with HIV-positive people. The image on the flyer consisted of a hand around the world. The image was difficult to see under the calendar type, and it took some time to link the meaning of the image to the charity.

Without an immediate human interaction, it’s hard to connect emotionally. Charities rely on this connection to get donors to support their causes.

Most savvy businesses already understand that they aren't just selling their product — they are selling emotions.

The above image doesn't sell a specific holiday — it sells the feeling of taking off your sandals and walking in the sand barefoot. An image that quickly invokes the viewer’s own memories is a powerful marketing weapon. If you succeed, you’re not selling any more: you’re interacting with your customer on an emotional level.

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