The following video is a list of 20 emerging trends to keep an eye on because they may impact your business sooner than you think.

I recommend that as a business leader, you consider how your business marketing can tap into these emerging trends to stay ahead of the competition. Of course, do your research before you spend money reaching out to capture these trends. They may not be trends your ideal customer is interested in. So research and test first, then implement if necessary.

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I often ask my students and audiences, “Why do people buy?”

The responses typically include, “They buy because they need something.” Or they say, “People buy because they want something.”

It has been my experience that rarely do people buy because of a need or even a want. In reality people “buy” based on their emotions. Then they justify their emotional response with logic.

For example: I believe that most guys like gadgets. I know I do. I own an iPod Touch. I paid about $200 for it. Obviously, I don’t “need” it. Sure, I “wanted” it… but why? What were the emotional drivers, hot buttons or triggers that made me seriously consider this purchase and pull out my wallet to actually pay for it?

Then… what were the my justifications for the purchase to keep me from changing my mind after the purchase was complete?

Discovering the emotional drivers of your ideal customer is critical to successful marketing campaigns. You can’t get away with merely guessing for very long. You must research your actual audience to learn the truth about their emotional state, the words they use to describe it and the logical support they need to justify it.

The logic support is the easy part. It’s the statistics, the case studies, the testimonials, your credentials, certifications, trade association memberships, guarantees, etc… the proof that what you claim about your product or service is real.

The emotions are the hard part. You have to get inside the head of your customer and FEEL what they feel about the problems your product or service solves. You have to clearly understand and express in their words the promise that your product or service delivers. The stronger the emotion the better the response to your marketing message.

Here is one of my favorite videos that masterfully uses powerful emotions to appeal to the audience in a deeply moving way. Not a single spoken word is used but the message is clear and the impact is lasting. At the time of this post, the video has had nearly 11.5 million views in just 9 months on YouTube alone. Enjoy.

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