From Funnels to Feelings: How to Humanize Your Marketing

Recently, I came across a post on LinkedIn that stopped me in my tracks. It read:

This sparked something powerful for me. If marketing is really about simplifying these two modes, then the question becomes: How do we connect with people in each of these states in a way that’s truly human?

Today, I want to explore how we can evolve beyond funnels and frameworks to embrace feelings—building deeper, more meaningful connections with our audiences, whether they’re “not buying” or “buying.”

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Why Feelings Beat Funnels

Think about your most loyal customers. They didn’t stick around because your drip campaign had a high open rate or because your landing page copy was optimized. They stayed because something about your brand made them feel something—trust, excitement, relief, or even joy.

• Brands that connect emotionally with customers see a 23% higher share of wallet, compared to competitors.

• 92% of people are more likely to remember ads that evoke emotions over those that focus on facts.

• Emotional connections can increase brand loyalty by 3X.

Marketing for Mode 1: “Not Buying”

When people aren’t actively buying, your job is to stay top-of-mind in a way that feels natural and valuable. This isn’t about shouting your features from the rooftops; it’s about creating moments of recognition and trust so that when the need arises, your brand is the obvious choice.

Humanizing “Not Buying” Marketing:

1. Create value before asking for anything.

   • Share educational or entertaining content that aligns with your audience’s interests.

2. Be consistently present.

   • Show up in their lives with thoughtful campaigns and relevant content—without being overbearing.

• Educate: Deliver useful content.

• Entertain: Make them smile or think.

• Inspire: Share stories that align with their values.

Marketing for Mode 2: “Buying”

When someone is ready to buy, your job is simple: make it easy. This is where clarity, convenience, and trust come into play.

Humanizing “Buying” Marketing:

1. Simplify the decision-making process.

   • Use clear, empathetic messaging that reduces friction.

   • Showcase social proof and success stories that reassure buyers.

2. Focus on the experience.

   • Whether it’s your website, checkout process, or post-purchase communication, ensure it feels seamless and human.

• 68% of consumers are willing to pay more for a brand that offers a seamless buying experience.

• Clear messaging → Easy navigation → Trust-building touchpoints → Delightful follow-ups

From Feelings to Action

Making this shift is about layering humanity into everything you do. When you combine the structure of a funnel (or the two modes) with the magic of emotional connection, you unlock something truly transformative: a brand that people not only buy from but believe in.

Practical Steps to Start Today:

1. Map your customer journey using “Mode 1” and “Mode 2.” Where are you humanizing the process, and where are you falling short?

2. Rewrite your next email or campaign copy with empathy and connection in mind.

3. Brainstorm one new way to surprise and delight customers at the “buying” stage.

One Last Thought

The future of marketing isn’t about adding more tools or tweaking conversion rates. It’s about leaning into what makes us human—our ability to connect, inspire, and create experiences that people remember.

Until then, I challenge you to ask:

How can I make my marketing feel more human this week?

With love,
Eugenia Gallo