The emotional journey, pt 2: impact of emotions

Written by Jamie Bowers

hand touching square smiling face with other square faces around

“Business moves at the speed of relationships.” – Todd Herman

It may surprise you that in the world of business, emotions play a significant role. Last week in our journal article we talked about the emotional journey of the target audience including why understanding is important, the power of emotional connection, empathy, and avoiding manipulation. Our success depends on our ability to connect with potential clients and build relationships based on trust and rapport. However, this can be challenging when dealing with negative emotions that can arise, which are often out of our control. How do we walk this tightrope of empowering positive emotions in our target audience while being ethical, with the target audience’s natural negative emotions?

In this article, we will discuss the impact of both positive and negative emotions, and how we can be considerate of our target audience’s emotions while also not being responsible for them.

The impact of emotions in the customer journey

Emotions are a natural part of human behavior and can greatly affect decision-making. In business, both positive and negative emotions can have a significant impact on the outcome of the customer journey. Positive emotions such as excitement, happiness, and trust can lead to successful deals and long-term relationships with clients. On the other hand, negative emotions such as fear, doubt, and frustration can hinder the customer journey and damage relationships. Therefore, it is essential to empower positive emotions while avoid provoking negative ones in our target audience.

Empowering positive emotions

To empower positive emotions in the customer journey, we must first understand what drives them. Positive emotions are often connected to the needs and desires that individuals have. In the context of sales, Zainatain’s target audience’s needs and desires may include things like saving time, increasing efficiency, or improving their company’s bottom line. By understanding and addressing these needs and desires, we can create a positive emotional response in our potential clients.

Build rapport

Building rapport is crucial in empowering positive emotions during the customer journey. It involves creating a connection with our target audience by finding common ground and showing genuine interest in their business. By building rapport, we can tap into positive emotions such as trust and likeability, which can greatly influence the outcome of the customer journey.

Highlight benefits

Another way to empower positive emotions is by highlighting the benefits of our products or services. Rather than focusing solely on features, we should explain how our offerings can fulfill the needs and desires of our target audience. This approach can create a sense of excitement and enthusiasm in potential clients.

Provide social proof

In today’s digital age, social proof is crucial in empowering positive emotions. By providing evidence of satisfied customers or positive reviews, we can build trust and credibility with our target audience. This can create a positive emotional response towards our brand and offerings, increasing the likelihood of a potential client continuing on the customer journey.

Addressing negative emotions

While we focus on empowering positive emotions, it is equally important to avoid provoking negative ones in our target audience. Here are some strategies we can use to prevent or mitigate negative emotions during the customer journey.

Listen and validate

One common cause of negative emotions in the target audience is feeling unheard or misunderstood. As business professionals, we must actively listen to our potential clients and validate their concerns. By acknowledging their thoughts and feelings, we can prevent negative emotions from escalating.

Be transparent

Transparency is crucial in building trust with our target audience. When discussing pricing or features, we must be honest and upfront. Hidden fees or misleading information can lead to mistrust and frustration, and inhibit customer retention and customer experience.

Focus on solutions

Inevitably, there will be times when our potential clients raise concerns or objections. Instead of becoming defensive, we can focus on finding solutions that address their needs and desires. By taking a problem-solving approach, we can prevent negative emotions from derailing the project and the relationship.

Considerate but not responsible

At this point you may be thinking, “Hold up a minute! I got into business to sell my offer or follow a process, not manage emotions?! I’m not a therapist!”

You know what, me either. I’m not a professional in that field. (Although I’m guessing a therapist would argue their job isn’t to manage emotions either!) I know operations, processes, and metrics. I also know behind the sales, offers, and processes of business are people. Humans with a plethora of emotions.

You got into your industry or line of work because it’s interesting to you or you’re passionate about it. You may get excited talking about customer personas or baking sourdough or brewing coffee or operation processes (oh wait, maybe those are just my favorites. But maybe some of you are with me!) When you’re talking to someone about a favorite thing of yours, you naturally get excited and nerdy. It flows out of you! It’s genuine and authentic, and it’s evident to whoever you’re talking to.

That’s the balance of this business dynamic. You can be considerate and understanding of how positive and negative emotions are part of your customer journey. The authenticity flows out of your business when you focus on your target audience, and consider how your business practices affect and communicate with them. Ultimately, it’s not your responsibility to manage how your target audience experiences their emotions. Authenticity in your business will flow from making business offers with integrity.


In conclusion, empowering positive emotions and addressing negative ones is vital for building loyalty with your target audience. By understanding what drives positive emotions and utilizing sound strategies, we can create a successful and positive customer journey for our target audience, and can prevent negative emotions from hindering the journey too. We have the power to create an emotionally intelligent approach in all aspects of the customer journey for our business. By doing so, we can build lasting relationships with our clients and achieve long-term success in the world of business.

What to learn more about how the customer journey is part of Conversion Rate Optimization or Web Design & Development? We’d love to chat! Schedule a time with us here.

Hi! We’re Zainatain

Zainatain is a web design and conversion rate optimization company fueled by coffee ☕, adventure ✈️, and a healthy dose of humor 🤣. We believe in the power of digital interfaces to accelerate business growth and help our clients achieve their business goals.

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