Taylor Swift and The Business of Human Emotion

I’m usually the last person to use a cultural event and turn it into business advice.

Honestly, my go-to response for cultural events is to sh*tpost about them on Twitter or LinkedIn for laughs.

This time, I’m taking a different tack, because I want you (us) to hear this.

I’m sure you either saw or have come across clips of the Taylor Swift interview on the New Heights podcast with her (now) Fiancé, Travis Kelce, and soon-to-be brother-in-law, Jason Kelce.

One thing she said struck me, and I’ve been thinking about it ever since.

“I’m in the business of human emotion.” ~ Taylor Swift

Obviously, that makes sense for her. She’s a musician.

Music is emotional.

But, shouldn’t it make sense for you and me as well?

Aren’t we all in the business of human emotion?

Whether your business solves an incredibly painful problem or not, what you do should elicit an emotion from your customers.

• Your marketing should tap into feelings.
• Your services should create positive feelings.
• Your customers should feel something distinct after working with you.

For Taylor Swift, being in the business of human emotion leads her to orchestrate every single experience for her fans.

From world-record-setting concerts to the “Easter eggs” (clues) she plants all over the place for her fans to tease what’s coming.

Every interaction you have with Taylor elicits a feeling.

Your business should be no different.

From a social media post, to a lead call, to client services, to sending them on their way, you need to be ORCHESTRATING the feelings that you want your customer to feel.

Emotion adds meaning to your services.

When your customers FEEL something appropriately, they emotionally tie themselves to you, even if just slightly.

When they feel connected to you, they’re more likely to trust you, recommend you, talk about you, and be an advocate for your business.

When you help them feel something, they’re more likely to feel like working with you was a success.

How have you helped your customers feel something special in the past?

Leave a comment below and let me know!