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Can you spot the difference? Apple vs IBM

minute read

🧠 Can you spot the difference between these two ads?

On the left - IBM:
- Presents a rational argument based on the brand's reputation
- Shares a list of logical points designed to persuade
- Shows one image of a man in a suit, looking relaxed

On the right - Apple:
- Headline makes an emotional connection right away
- Shares a transformational story about overcoming fears
- Lots of imagery of emotional benefits (kids drawing, saying hello)

These two ads might be older, but they have a lot to teach us about marketing (and writing) that resonates with people.

Work stands out when it's:
- Emotional language
- Narrative-driven
- Tells a transformational story

At Choice Hacking it's what we call "soulful" marketing - it makes customers feel something and that drives attention, memory, and action.

If you want to create soulful marketing start by asking yourself:

  • How emotional and evocative is our language? 
  • Do we acknowledge the emotional benefits of using our product or service?
  • Does our imagery reflect the best use of our product or the most emotional use?
  • Are we telling an emotional, transformative story? Or are we focused on getting our product benefits across as completely as possible (like IBM)?

About the author

Jen Clinehens, MS/MBA

Hi 👋 I'm Jen Clinehens (MS, MBA) the founder and Managing Director of Choice Hacking.

I started Choice Hacking in 2021 to help marketers and entrepreneurs figure out what makes buyers tick, and elevate their work using behavioral science, marketing psychology, and AI.

If you want to learn more, check out links to my newsletter, podcast, YouTube channel and other free resources below 👇


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