The Emotions Behind Buying Decisions

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In Partnership with AirOps

Your Next Content Priority Starts With This Research 

Your next article costs time and budget. If AI answers the question before buyers reach your site, it's harder to justify the investment.

AirOps brings together Kevin Indig, Ross Simmonds, and Eli Schwartz’s webinar takeaways to help you choose content worth funding next.

• Kevin Indig reports informational clicks fell 35–60% over the past year. Give buyers a reason to visit with original research.
• Ross Simmonds’ research covered 380,000 B2B answers. Comparison pages dominated citations, making separate “alternatives” and “versus” pages worth prioritizing.
• Eli Schwartz recommends purchase-focused content with clear conversion paths. 

Together, their findings give you a practical basis for deciding which pages deserve your team’s time as AI changes how buyers research.

Use Emotion to Make Your Marketing More Persuasive

Why does one offer feel appealing while another gets ignored? The affect heuristic describes how people use their feelings as a shortcut when making judgments. Emotions can influence how buyers perceive a product’s benefits and risks.

Understanding those feelings can help you create more relevant messages and better customer experiences.

Steps to Apply the Affect Heuristic:

1️⃣ Understand your buyer’s emotional state:
Consider how customers might feel before encountering your offer. Are they overwhelmed, curious, frustrated, or excited? Emotions from unrelated experiences can carry into purchasing decisions.

2️⃣ Make the problem tangible:
Help customers understand a problem through clear demonstrations or useful information. Showing what a product addresses can create concern or urgency. Keep claims accurate and connect the problem to a practical solution.

3️⃣ Use familiar memories:
Music, imagery, and cultural references can evoke nostalgia. Choose references your audience recognizes and connect those feelings naturally to your offer.

4️⃣ Tell stories that create connection:
Show what your product or service means in someone’s life. Focus on relatable experiences and meaningful outcomes rather than listing features alone.

5️⃣ Design around emotional needs:
Adapt the experience to how customers want to feel. Sometimes removing pressure, uncertainty, or unwanted conversation makes an offer more appealing.

The Takeaway
Feelings help shape buying decisions. Build your message and customer experience around relevant emotional needs, supported by clear information and a credible offer.

Prepare Your Next Meeting Brief With Town 

Meeting details often sit across emails and calendar events. Town brings those sources into a short brief so you can review confirmed plans, pending requests, and unfinished work before your meeting.

Steps to Create a Meeting Brief With Town

1️⃣Set up your practice account
Sign up for Town and connect an approved Google test account. Keep changes subject to approval and review any routines already running before starting.

2️⃣ Add your meeting sources
Create fictional practice emails and a private calendar event. Ask your Townie to read those specific sources and prepare a short brief directly in the conversation.

3️⃣ Check the important details
Review the meeting time, launch date, budget, and open tasks. Make sure Town distinguishes a proposed time change from the confirmed calendar entry. A request to reschedule should remain unconfirmed until supporting information changes.

4️⃣Test an update
Update the practice calendar event and send a confirming test email. Request a fresh brief and check that it reflects the new information while preserving details that have not changed.

5️⃣ Save the workflow
Turn the process into a routine that runs only when you choose. Inspect its tools, delivery settings, and first result before adding a recurring schedule. Check the recipient carefully because read only routines can still email reports.

The Takeaway
Town can reduce meeting preparation by bringing relevant information into one brief. Start with controlled practice sources, verify how it handles conflicting details, and test the routine before scheduling it. A useful brief makes confirmed facts and unresolved work easy to distinguish.

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