The business world is easier to navigate if you remember that people are governed by emotion—we act and react because we feel something.And, more the point, we make purchase decisions on emotion and then justify them with facts.Why should you care about this?Because it can help you prioritize the right things to promote.Ask yourself…What are the emotional benefits that your space offers to professionals in need of a home for their small business?Or, what are the emotional benefits to an organization’s employees that would, in turn, benefit the company?This could be:

• Feeling more successful
• Being closer to home so they can spend more time with their loved ones
• Looking impressive to customers and clients
• Helping boost work-life balance or a company’s employee value proposition
• Feeling like they’re part of a community or something exclusive

It’s probably not really about having things like free coffee and snacks, fast internet, meeting rooms, and massage chairs—although all of these things will help them validate their decision to sign up at your space.So, if you’re still focusing more on what you offer rather than how it makes people feel, you may want to switch your priorities.Use your content to create the emotional connection first. Then talk about all the tangible things you offer.