Great brands move people in a certain way. They know exactly how people want to feel (emotional goals) and speak to that in everything they do, from product design and advertising to the final sales pitch. People believe everything these brands claim in their marketing because they deliver on their promises consistently, and in very authentic ways.
And when was the last time your brand made people felt like this?
How does your ideal customer want to feel? What emotion do you want them to connect with your brand? Think about that emotional goal in all that you do and create.