Think about the last time you donated money to a charitable cause. Why did you do it? You believe in the organization’s goals. You’re passionate about the subject. You relate to those the organization strives to help. It’s all about emotions.

Whether someone is donating money or buying products (which is kind of like donating, if you think about it), they’re parting with their hard-earned cash because they’re identifying with a purpose.

Appealing to your audience’s emotions isn’t tricking them. It just reminds them why they should buy from you instead of your competition.

Does your product allow them to escape their life among the cubicle maze for the weekend? Can they make fond memories with friends while using your stuff? Do they remember that trip every time they wear your garment?

Creating that bridge between brand and customer is key. Pick one idea (like the examples above) and expand on it to build a campaign that really speaks to your users.