How do we decide to change our behavior?

What clicks inside of us that makes us start meditating each day for 10 min?

What goes on in our customer’s brain when they decide to work with us, or when they click on our sales page?

It all starts with…an emotion.

Emotions are powerful, and drive us in ways we often aren’t aware of. So how exactly does emotion make us change our behavior? In short, we behave in ways that make us feel good. When we want to make a change, it starts with a desire to feel something. It can also start with a desire not to feel an uncomfortable emotion any longer.

For example, we all know exercise is good for our bodies and minds. However, if we don’t enjoy it or feel any positive emotions like a clear mind, strong body, or better mood, we’re not likely to stick with it!

Exercise is something I struggle with every winter. I can’t seem to find anything that I can get motivated to do consistently even though I know exercise makes me feel amazing. Going outdoors is my go to, but when it’s cold, there are limited options. I usually take the lazy route and hole up with Netflix and my heating pad instead.

Recently, a new dance class came to town that I LOVE. It’s a mix of styles called Dance FIX. The music is incredibly upbeat and fun! The people are so welcoming, despite the fact that I awkwardly flailed around the first few classes.

When I go to Dance FIX, I feel support, fun, high energy, endorphin bursts, and joy. I associate class with these positive emotions. As a result, I look forward to going each week and it doesn’t feel like a chore to exercise.

The same is true in business. If you’re running your own biz, and someone lands on your website, they need to feel something. Sure, things like website navigability, your credibility, and your knowledge are important. But if you don’t make your audience feel an emotion that makes them want what you’re offering, they won’t come back.

These can be a tiny gestures such as conveying warmth in your blog posts or addressing someone by their first name in your newsletter.  You could also acknowledge their struggles or share your own personal story. These things help your audience feel trust and connection.

Emotions don’t always have to be touchy feely. There are a range of emotions that may make someone want to take action. Writing your copy in a way that vividly describes what your audience struggles with can make someone feel understood. When you describe how life could be different for them if they work with you, they may feel excitement and possibility.

You’re not just giving them information, you’re taking them on an emotional journey.

Bottom line: Emotions are powerful. While we like to think that our logical brain makes most of our decisions, it’s our emotions that have the final say.

What’s something you’ve changed recently in your life? Can you remember the emotion where it began?