What people want is the extra, an extra emotional bonus that makes them feel special. it’s the secret sauce in business and life. Seth Godin nails it by pointing out that transactions aren’t just about the product. It’s about the feeling of being seen and valued that creates initial connection and long term loyalty.
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Meaning
The core message here is that beyond the basic function of a product or service, what truly wins customers is the feeling of being special and valued.
Explanation
Let me break this down for you. We all buy things, right? But the things we really love are, the brands we’re most loyal to… it’s never just about the the product which we are buying. It’s about the story it tells us about ourselves. That proud “emotion” is the magic. It could be simple hand written, thankyou note, the surprise upgrade, the support person who actually listens and solves your problem. It’s the feeling that you, specifically you, are getting something more than the person next to you. And that feeling? That’s what they’re actually buying. It’s what separates a commodity from a loved brand.
Summary
| Category | Business (41) |
|---|---|
| Topics | customer loyalty (1), emotion general (6), value (16) |
| Style | concise (52), reflective (20) |
| Mood | empathetic (2), positive (12) |
Origin & Factcheck
This insight comes straight from Seth Godin’s 2006 book, Small Is the New Big, which was published in the United States. It’s a collection of his best blog posts and ideas, and this particular “riff” has become a cornerstone of modern marketing philosophy.
| Author | Seth Godin (3) |
|---|---|
| Book | Small Is the New Big: And 183 Other Riffs, Rants, and Remarkable Business Ideas (1) |
About the Author
Seth Godin earned MBA from Stanford University and writes and teaches about marketing, leadership, and creative work.
| Official Website | Facebook | X
Quotation Source:
| What people want is the extra, the emotional bonus they get when they feel special |
| Publication Year/Date: 2006; ISBN: 9781591841265; Latest Edition: Portfolio Hardcover (2006); Number of Pages: 352. |
| Approximate page 372, Section: The Emotional Bonus |
Context
Godin was writing at a time when mass marketing was starting to show its age. He argued that trying to be everything to everyone was a losing game. The real opportunity, he insisted, was in being “small”, focusing on a specific group and making them feel like insiders.
Usage Examples
So how do you actually use this? It’s simpler than you think.
- For Marketers & Founders: Stop selling features. Start selling membership. Frame your messaging around the identity the customer adopts by using your product. Are they savvy? An insider? A trailblazer?
- For Managers & Leaders: This isn’t just for customers. Your team wants this too. Public recognition, a unexpected day off, a personal note of thanks. It’s the emotional bonus that creates loyalty and reduces attrition.
- For Salespeople: Go beyond just solving the problem. Make your customer feel like a genius for choosing to work with you. That feeling is what makes the deal and make them continue as a repeat customer.
To whom it appeals?
| Audience | entrepreneurs (197), marketers (19), sales teams (4), service teams (2) |
|---|---|
This quote can be used in following contexts: customer service training,marketing courses,sales conferences,branding talks
FAQ
Question: Isn’t this just about giving away free stuff?
Answer: Not at all. A freebie is a tactic. The “emotional bonus” is a strategy. It’s about the experience of the interaction, not the cost. A perfectly timed and personalized email delivers a bigger emotional bonus than a random discount thrown at every user.
Question: How do you scale this “feeling special” idea?
Answer: You scale it through process, systems and team culture, not one off acts. Incorporate personalisation in every business process. Train your team to look for opportunities to delight customers. Build a process that consistently makes customers feel heard and seen. It should become your brand’s signature.
Question: Can this work in a low cost, high volume business?
Answer: Absolutely, it will work. It’s often even more powerful for high volume business. Even a single, small, human moment, a funny order confirmation, a clever error message, can create an emotional bonus that makes your brand unforgettable to the user.