The Best Marketing feels like something Good is about to happen

Marketing isn’t just about logos, strap-lines, or clever campaigns. At its core, the best marketing is about creating a feeling, the unmistakable sense that something good is about to happen now or in the near future.

That feeling has a scientific name: the Dopamine Effect and it is when your potential customer is primed to buy.

What is the Dopamine Effect?

Dopamine is the brain’s reward chemical. It fuels motivation, anticipation, and moves you to take action. We don’t just get a hit of dopamine when we achieve something, we get it when we expect something positive is coming our way.

In other words, the promise of reward is just as powerful as the reward itself.

When your marketing taps into this, you’re no longer shouting into the void. You spark an instinctive urge within your potential customers to lean in, click through, or pick up the phone.

Why This Matters in Marketing

Consider the last time you got motivated commercially:

• • • Maybe it was a new phone launch, and you couldn’t wait to impress your peer group.
    • Perhaps it was a specific restaurant opening, which you believed would impress a significant other.
    • Or it was a professional service, and you thought, “This will take the pressure off me.” or “This will get me where I want to go.”

In either case, you weren’t just sold a product or service. You were offered an improved version of yourself, your life, or your reputation.

That’s the Dopamine Effect at work.

How to Create the Dopamine Effect in Your Marketing

Sell the Transformation, Not the Transaction
People don’t buy a gym membership; they buy the potential of beach confidence or increased attractiveness. They don’t buy legal advice; they buy peace of mind or problem eradication. Stop selling the thing, start exhaulting the better life that thing brings.

Use Anticipation as a Tool
Build suspense. Tease solutions. Hint at the outcome before revealing it. Anticipation releases dopamine before the sale is made so by the time your customer reaches you, they’re already motivated to act.

Showcase Significance
Everyone wants to feel important. Good marketing whispers to their subconscious: “They make me believe I matter.” “I will be better for choosing them.” This doesn’t work as empty flattery, it’s about ensuring your customer believes that what’s on offer is the respect and recognition they crave.

Anchor to Emotion, Not Logic
Logic explains; emotion persuades. Facts may close the deal, but feelings are what starts the journey. Lead with the emotional reward and back it up with the rational benefits.

The Best Marketing is Emotional Marketing

The best marketing shouldn’t just describe features. It draws out the real desires within your customers and they believe you are the one who can fulfil them. And the most powerful feeling you can create in a potential customer is the belief that something good is about to happen if they choose you.

That’s the Dopamine Effect. Use it well, and you will no longer be selling to customers, they will feel that they must buy from you.

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