Think about the commercials you see on tv that cost thousands to millions to produce.
Medicine – You typically hear sad music with somebody who has their head down making you feel depressed just watching – then suddenly the medicine being sold is introduced and the person becomes happy. They are surrounded by friends and family and they are a success. This is emotional marketing.
People do not care about how you do it – they care about how they are going to feel.
Lawyers – You see a strong lawyer who is on your side and fighting for you tooth and nail. You see stories of clients winning thousands of dollars.
People do not care about the hours of work or the exact details of the law.