Focus on Emotions

Logical Left

Emotional Right
  • Energy savings
  • Incentives
  • Size
  • Efficiency
  • No sweaty nights
  • Breathe easy
  • Cozy family rooms
  • Don't have to turn up the TV when he furnace is on
  • A safe basement playroom
Marketing Words Life Improving Benefits
  • Quiet
  • Comfortable
  • Safe
  • Durable
  • Efficient
  • Sleep in Saturday morning
  • A truly liveable basement
  • Worry-free holidays
  • Last windows you'll buy
  • A smart investment

The Emotional Focus

Logically - this is an HRV

Emotionally - this is ….

  • An automatic window
  • A fresh air machine
  • Fresh, filtered air
  • The healthiest possible air for your family to breathe
  • The original "Febreze"

Can you Match Features to Their Emotional Needs?

The same features may have different benefits to different people

No scalded fingers Vs. Worry free vacation

The Science Helps Meet Expectations

How many holes do they want in their walls and attics?
When do they want fresh air in their home?

Next: What about the money question? »

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