Welcome to Part 1 of a series of 12 case studies in Emotional Marketing… over the next months, I’ll be taking you on a video tour of New Orleans through its most extraordinary restaurants and businesses….

I’m going to show you exactly how 12 establishments created a thriving business and loyal following by weaving one of the 12 basic emotional needs into their message and brand. ….

And how you can transform your business by tapping into the emotional need that you fill for your customers.

It’s well-known that humans buy not from their brains but from their hearts….

Yet, so many of us continue to market our businesses in a way that appeals to logic, rather than emotions…

The sad irony is that we start our businesses from emotion – an intuition, belief, conviction or desire that drives us into action – but somewhere along the way we lose touch of what makes us extraordinary and we start doing business just like everybody else….

Whether we start marketing by example or we think we have to be a certain way because all the other businesses in our market are that way, or we simply get so deep into running our businesses that we forget why we went into business in the first place. And we stop running our business in a way that no one else does.

The good news is that’s easier than you think to reconnect with the core emotions and convictions behind what you do. You just have to understand which of the 12 emotional needs is the primary driver for your ideal client…. Or what’s going to inspire them to choose your business because your products and services connect with them emotionally…

Over the next month, I’m going to reveal each of these 12 emotional needs and how they’re expressed through 12 extraordinary businesses in my home town of New Orleans, so you can see some real world examples of how to create emotional marketing with integrity and soul.

Today our focus is on the basic human need for fun & adventure. And that need is expressed through the branding and marketing of Juan’s Flying Burrito (watch the video below for an inside look into this establishment)…

Everything from the logo of the flying burrito (which is Spanish for little donkey), to the colorful murals outside the restaurant, to dish names such as the “Mardi Gras Indian,” to the blog posts featuring Juan’s Flying Burrito Song in both an Acoustic Version and a Metal Version – conveys fun and adventure…. And made that part of me want to make a pilgrimage to this restaurant….

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And leave a comment below and let me know which emotional need you think your business fulfills.

Is it fun and adventure like Juan’s Flying Burrito? (Watch the video to find out!)