Most ecommerce teams are incredibly good at the rational stuff. Product pages. Checkout flows. Abandoned cart sequences. Free shipping thresholds. Everything is designed to squeeze a little more conversion out of customers who are already close to buying.

But here’s the uncomfortable truth: that’s not where the decision is made. Buying decisions are emotional first, and rational second. The features, specs and pricing comparisons don’t create the decision. They justify it after the fact.

In today's Playbook:

• Why most ecommerce brands over-invest in features instead of emotion
• The difference between cognitive vs emotional brands, and why it matters
• How to identify your brand’s emotional default
• Why you can’t create emotion, only amplify what already exists
• How emotional storytelling at the top of funnel drives higher conversion without discounts

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