A while back, I was standing in the produce aisle, trying to figure out if kale was edible or just nature’s cruel joke, when a woman I’d never seen before made a beeline for me. Now, you might think I’d panic at this point (a valid reaction for anyone who’s ever tried customer service), but this lady wasn’t angry—she was thrilled.

“You’re Emma’s dad!” she exclaimed, loud enough for the entire grocery store to hear. “How was her ballet recital?”

I blinked, confused for a moment. Emma, my daughter, was standing right next to me, now thoroughly embarrassed and trying to disappear into a stack of organic avocados. Turns out, this woman was a customer of my carpet cleaning business. She’d been reading my newsletters religiously, and she’d seen Emma’s photo in one of them.

That one little photo—and the story I’d shared about Emma’s love of ballet—had created a connection. This woman didn’t just feel like a customer; she felt like part of the family. And she made it very clear that she would never use another company.

The Business Lesson

Here’s the thing: this woman didn’t recognize me because of a discount I ran, or because of some fancy ad campaign. She remembered me because I gave her a story. I gave her something human to connect to.

In today’s business world, where everyone’s slashing prices and trying to outdo each other with flashier offers, the businesses that win are the ones that create emotional connections. Your customers don’t want to feel like transactions—they want to feel like part of your story.

If you can make your customers feel something, they won’t leave you for a competitor offering a 10% discount. They’ll stick with you until they move, die, or decide kale is worth eating (which, let’s be honest, is unlikely).

3 Ways to Create Emotional Connections That Build Loyalty

1. Share Your Stories
   People love stories—they’re wired for them. Share personal anecdotes, behind-the-scenes moments, or funny mishaps. Show your human side. Whether it’s your kid’s ballet recital, your dog’s attempt at “helping” with yard work, or even your struggle to decipher kale, let your customers see the person behind the business.

   Pro Tip: Include photos in your newsletters or emails. A smiling face (especially if it’s your kid’s) can go a long way in building connections.

2. Be a Part of Their Story
   Show your customers you’re paying attention. Send a handwritten thank-you note after a big purchase. Remember their preferences or special occasions and acknowledge them. If they feel like you get them, they’ll feel like they belong with you.

   Example: A plumber could send a quick email on a customer’s service anniversary with a subject line like, “It’s Been Two Years Since We Saved Your Bathroom.” Cheeky? Sure. Memorable? Definitely.

3. Stay in Touch (Even When You’re Not Selling)
   Most businesses only reach out when they want to sell something, but that’s a mistake. Stay top of mind by providing value in between purchases. Share useful tips, fun stories, or even a laugh. Keep the relationship alive so customers don’t forget you.

   Example: A pest control company could send a humorous seasonal email titled, “Don’t Let Spiders RSVP to Thanksgiving Dinner” with simple DIY pest-prevention tips.

Final Thoughts

Building emotional connections takes effort, but the payoff is worth it. That woman in the grocery store didn’t care if my competitors offered a cheaper price—she was loyal because I made her feel connected.

And here’s the truth: loyalty outlasts discounts every time. So stop competing on price. Start building connections. And if you’re lucky, maybe someone will recognize your kid in the grocery store too. Just be prepared for the kale aisle to become awkwardly personal.

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