Most people focus heavily on spending more on ads or finding ways to get more eyes on their campaigns. But the real question isn’t just about ad budget or reach—it’s about why the ads aren’t delivering the results you want.
The ad you’re pouring time and money into isn’t failing just because it’s “bad.” It’s likely missing key strategies used by successful brands—the ones who don’t leave things to chance. These days, everyone online says you need to spend big on ads or follow a “magic formula” to succeed. But beyond the spending and targeting, what really matters is understanding how to connect with your audience on a deeper level.
Before I start, I want to let you know that this is “The Secret” that the big brands don’t want to let you in on… Don’t let this information sit around collecting dust—put it to work now. The sooner you take action, the better. Remember, others in your industry are reading this too, and they might act before you. Take action and make it happen.
The Real Key to Apple's Success
Now, what is it that these brands do, you might ask? Well, I recently wrote about how Coca-Cola achieves this on my profile. Their brand approach, like Apple’s, is rooted in an emotional connection that creates a powerful response. But there’s something special with Apple’s branding. For instance, it doesn’t just capture attention; it stirs excitement and loyalty. That’s the real “magic” behind their success, which is why I’m writing about them.
One thing you should keep in mind is that these brands don’t rely on random strategies or “hope for the best.” They have experienced marketers and scientists who study every detail of the buying process. They understand why people buy—and it’s not by chance. It’s deeply tied to our emotions.
Studies using fMRI scans show that purchasing decisions stem from the limbic system, the part of the brain that processes emotions and memory. This reveals that we often buy based on how something makes us feel or what it reminds us of.
Emotions Are at the Heart of Every Purchase
This insight is crucial: not everyone is easy to sell to, and what works for one audience may not work for another. But to boost your chances, as Apple, Coca-Cola, GoPro, Nike, and Marlboro have done, you need to understand why people buy. Tap into the emotional reasons that drive their choices, and you’ll be able to offer what truly resonates with them.
At first, you might think, "Okay, just make posts more emotional," but it goes deeper than that. Think about how you feel every time you drink a Coca-Cola or put on a pair of Nikes. It gives you a certain feeling, doesn’t it?
Take Apple, for example. They have an incredible aura around their brand. Seeing someone with an Apple product instantly seems to elevate their status—that’s intentional. Apple designs every part of their brand to carry a message that speaks to emotions.
The First Time I Got an iPhone
I still remember the first time I got an iPhone. Some of you might have grown up with one, but before I had an iPhone, I went through BlackBerry, Samsung, Nokia—pretty much every other phone. But when I finally got my hands on an iPhone 5, opening that box felt like pure luxury, like I’d “made it.”
Apple wants you to feel that way. Every detail of their brand builds that feeling. They don’t just sell a product; they sell an experience of luxury. And understanding how they create that feeling is crucial.
We’ll get into the specifics in a second, but think about the feeling Apple gives you—the sense of luxury. Is it just because you see Apple as a luxury brand? Or is it because with every ad, every sighting of a successful person using an Apple product, they’ve been priming you to think that way?
Applying These Lessons to Your Own Brand
Now, you might be wondering how they achieve this, and that’s exactly what we will talk about. But first, it’s important to know that this information has been around for a long time—it’s not new, but it can be hard to find. Now that I’m sharing it with you, learning how to use it can be the key to solving your marketing problems, so let’s get into it.
The first lesson we learned was about how people buy based on emotions. But that’s not the whole picture—we need to dig deeper to understand why this happens. Many of you might think you already understand that you need to be more emotional in your work, but it’s more than just that. There’s a lot more to uncover about how this really works.
Apple operates the same way. You buy from them repeatedly because they evoke feelings you crave. They leave an imprint on your mind, making you associate those positive feelings with their products.
To win over your audience, you must communicate that your brand can bring them joy, satisfaction, or amazement, prompting them to return for that feeling again.
The Psychological Advantage: Understanding Emotions
This concept is rooted in common psychology: after a period without a particular feeling, people often experience a void and desire to recapture that emotion. This principle applies to many areas of life, and it’s simple because it’s been in front of us all along. The key is to recognize these basics and apply them to your marketing.
It’s all about asking “why” and, especially here, understanding the “why” behind emotions. The emotions I’ve mentioned are just the start—senses matter too. Explaining how your product or service will feel once someone has it is powerful because it lets them imagine that experience.
How Ads Create an Experience: Apple’s “Shot on iPhone” Campaign
Big brands work to make people feel something when they see their ads. Even bakeries advertise the smell and crunch of their bread to bring up strong feelings and make people want to buy. Apple’s “Shot on iPhone” campaign didn’t just show off the camera quality.
It used real photos taken by iPhone users, creating a sense of community and self-expression.
By showing the creativity of everyday users, Apple subtly suggests that owning an iPhone makes you part of a creative and connected group. This campaign proves that ads aren’t just about catchy words.
Every ad is designed carefully to make you feel something specific. Apple wants you to think of the iPhone as more than just a phone. It’s a tool to capture memories, express yourself, and connect with others.
How to Use This Insight in Your Marketing
Take this as inspiration for your own brand. Make your audience feel part of something, so whenever they want that feeling, they come back to you. Build a sense of attachment, almost like a relationship. When you don’t see someone important for a while, you miss them, and seeing them again feels right. You want that connection with your customers, so they crave to come back for more again and again.
It’s all psychological. Understanding what the subconscious mind wants is a huge part of marketing—sometimes, it’s even more important than the marketing itself. Once you grasp this, it becomes easier to make progress.
Apple figured this out decades ago and has been using it ever since. Their luxury, creativity, and simplicity have always set them apart from other brands, which is why they’ve led the market for the past 20 years.
Final Thoughts: Taking Action
Before we close, I encourage you to act quickly. Take what you’ve learned here, and if needed, read it again to make sure it sticks. This isn’t your everyday advice; it’s exclusive information I had to pay for. So, do what you need to get started and make it happen.
If you understand framing and how to send the right message to brand your company, you’re already ahead of most advertisers.
If you enjoyed this post, you’ll love our 3 Content Marketing Tips For Boosting your results with Facebook Ads. We cover the key steps to help you succeed in today’s world, and I’d definitely recommend giving it a read.
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