Marketing That Feels Right: Why Emotion Drives Results

“People remember 20% of what you say, but 100% of how you make them feel.”

If there’s one quote that sums up modern marketing, this is it. People are influenced by emotion far more than logic. That’s not to say facts and features don’t matter—but if your message doesn’t feel important to your audience, it won’t land.

This is why great marketing starts with how you make your audience feel. It’s not about pushing a product in front of them. It’s about positioning that product in a way that feels relevant, needed, and aspirational.

Statement. Explanation. Example.

That’s the formula we use to drive engagement. We open with an emotional hook that reflects your audience’s desires, pain points, or goals. Then, we follow it with a clear explanation and a story or example to build trust.

For example, instead of saying, “Our new website design service is available,” we might begin with:
“You’ve outgrown your website—and your customers can feel it.”
From there, we explain what that means and show a real-life case of a brand that transformed its online presence and tripled client inquiries.

People don’t buy services—they buy solutions to a feeling.

Feeling behind. Feeling outdated. Feeling overlooked. Or the opposite—wanting to feel proud, refreshed, or like the expert in their industry. That’s where branding and marketing come in. You’re not just changing a logo or updating a font. You’re shaping how people feel when they engage with your brand—and that’s what sticks.

At Howland Marketing, we don’t aim for vanity metrics. We aim for emotional resonance that leads to long-term connection. Because when you know your audience, speak to their needs, and show up consistently with clean, compelling visuals—engagement doesn’t just happen. It multiplies.