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  • Melissa Goodwin

How Emotive Pull Began

Updated: May 27, 2019


One of our first marketing clients started a new software company called Kids Activity Market. During the first few weeks of working together, we weren't getting outcomes we wanted. Customers were excited in conversation, but after they explored the website they would bounce off. Bounce rates were super high and the engagement time spent on the website was minimal. 

​It was frustrating and we wanted different results. As we were metaphorically banging our heads against the wall, I had an idea to do qualitative market research to learn their audience's desires.

The Turn Around

​We found a Parent Teacher Organization convention, bought an exhibitor table, and spoke to over 300 parents in two days. 


The Results

We found the positioning angles that would emotionally connect to parents. I designed new messaging that connected. After we implemented the new communication strategy, he began converting in only 30 DAYS. I worked myself out of a job. He called me 6 months later and said, "Jen, we’ve converted 400 parent sign ups since your new messaging/branding was put into place. The results have been awesome. This is UNIQUE! I need more of that Emotive Pull."

It was in that moment I knew I had a viable business.

 

Five years later, we have decided the best way to impact the most people is to teach them how to capture emotion on paper! We have a talented writer who helps implement deliverables and an amazing organizer and project manager who helps with the operations end. We are very blessed to be serving heart-centered entrepreneurs who impact social change.