This may just be the sleeper tip of the year for sales, marketing, and company culture:
Expressing joy and enthusiasm about making your products or delivering your services is more likely to help you sell more.
That’s the finding of researchers who conducted 11 experiments on 30,000 seller profiles on social media and peer-to-peer marketplaces, to determine the effect of joy on sales. (Journal of Marketing, 2024 via HBR Jan-Feb 2025)
The researchers say exuding happiness and joy for the production and delivery of a product or service are important because buyers interpret a provider’s enjoyment as a signal of high quality.
Experiments showed that ads communicating production enjoyment yielded a 40% higher click-through rate and 17% lower cost-per-click than those ads that didn’t. With only 1% of the 30,000 sellers analyzed referencing happiness or joy, the researchers say that’s a big missed opportunity.
So, what would that look like in practice? Consider these headline examples for web, ads, or email, and how they could lift the tone by putting passion and enjoyment front and center.
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“Need marketing help? We enjoy marketing, so you can enjoy more growth.”
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“Need insurance for your business? Our passion is providing peace of mind today that protects your business for tomorrow.”
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“Need new office space? We thrive on finding you space, so you can thrive in growing your business.”
The above aren’t polished or perfect, but you get the point. When we express enthusiasm for what we do and why we do it, the perception of quality and willingness to pay go way up.
Try it, and remember: If you’re happy and you show it, you’ll sell more.
Have a great week-
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