Your client’s brain reads your copy. Their gut decides.
Hello, my lovelies.
Let’s start at the point no marketing funnel ever shows you.
Not the headline.
Not the offer.
Not the price.
We start with a feeling.
Because your client isn’t opening your email, reading your bio, or exploring your service out of curiosity.
They’re doing it because something doesn’t feel right in their world and they’re hoping you might be the antidote.
What if the key to your marketing success lies not in your offer,
but in truly understanding your clients' emotions?
Welcome to Step 1 of the Brand Behaviour System:
The Emotion Audit.
You Are Not Your Offer. You Are Their Relief.
Here’s the mistake nearly every solo creator makes (me included):
We try to define our values before we understand our audience’s emotions.
We say things like:
“I help purpose-driven women reclaim their power.”
“I offer trauma-informed, heart-led branding.”
“I value integrity, curiosity, and connection.”
All beautiful.
But completely meaningless if the person reading it is sitting there at 2am thinking:
“I’m exhausted. I’ve tried everything. Nothing is working.”
That’s where you’ve lost them.
Not because your offer’s wrong.
But because you skipped the emotional on-ramp.
Why Emotion First? Because Logic Comes Second.
This is where I channel a bit of Rory Sutherland:
“The opposite of a good idea can also be a good idea.
The opposite of a good feeling? That’s rejection.”
See, most brands try to earn trust through logic:
Testimonials
Credentials
Frameworks
Results
But people don’t choose the best offer.
They choose the one that feels right.
Emotion is the first filter.
It’s the gut check before the spreadsheet.
If they don’t feel safe, seen, or supported—they’re gone.
So... What Is an Emotion Audit?
It’s a structured way of understanding how your client actually feels at each stage of their journey.
What they’re carrying when they arrive
What fears or frustrations sit under their questions
What relief they’re desperate to feel
And how your brand can become the bridge from one to the other
It’s not market research.
It’s emotional empathy—turned into brand design.
Why This Step Helps Everything Else Work
When you map the emotional state first, every other decision becomes clearer.
Your messaging feels like a mirror, not a megaphone
Your tone gets softer, clearer, more confident
You stop attracting clients who need convincing
You start attracting clients who say: “It’s like you were in my head”
It turns out the best way to “stand out” isn’t louder words.
It’s deeper understanding.
How Fast Will You See a Shift?
Immediately.
Honestly, this is the one thing most of my clients say changed everything and not just in their brand, but in their confidence.
When you stop writing from a place of assumption and start writing from a place of emotional recognition?
You stop guessing.
You stop over explaining.
And you stop sounding like everyone else.
As Rory would say:
“Logic is what makes you think. Emotion is what makes you act.”
Try It Now
Here’s a quick version you can do in five minutes:
Picture your ideal client on a hard day, the kind of day that drives them to Google people like you.
Write down three feelings they’re having.
Write the worst sentence they’re telling themselves.
Then ask: “What would I need to feel from a brand at that moment?”
That’s your entry point.
That’s the real copywriting brief.
Want the Full Emotion Audit Template?
Inside the course version of the Brand Behaviour System, I’ve built a Notion template to help you map:
The before/during/after emotional arc
Real emotional triggers from your past clients
The gap between what they say they want vs. what they feel they need
The brand tone that bridges the gap
Plus, there’s an AI tool to help analyse your existing messaging for emotional mismatch.
🎟 Want access to the full system?
→ Join the waitlist
No spam. No pressure. Just early access and founding member perks.
Next: Behavioural Values
Once you understand how your clients feel, Step 2 is all about making sure your values behave as well as they sound.
No more generic lists.
We’re getting real, specific, and strategic.
But for now...
👇 Tell me in the comments:
What feelings are your clients bringing to the table, and are you speaking to them, or skipping them?
With courage and conviction,