How do you give customers just the right amount of information without losing their trust or their attention?

Some customers want specs.

Others want stories.

Some need three facts and a smile.

Others want PDFs, testimonials, and a long phone call.

In a family business (whether you’re selling croissants or code) the size of your enterprise isn’t what determines success.

It’s how well you match your message to your customer’s emotional and informational needs.

The Continuum of Confidence

Think of your customers as standing on a sliding scale:

At one end, you’ve got the impulse buyer. Just needs a nudge.

At the other, the data-driven comparer. Needs reassurance. Facts. Footnotes.

Your job?

Know where they are—and don’t flood them with what they didn’t ask for.

Emotion First. Logic Later. Always.

People buy with feeling and justify with facts.

That’s not theory. It’s psychology.

A watch isn’t just about time. It’s about legacy.

A gym membership isn’t about health. It’s about hope.

Here’s the twist, if you don’t back the emotion with substance, doubt creeps in.

And once doubt enters, your competitors get louder.

Ogilvy’s Rolls-Royce Trick

In one of the most famous ads of all time, David Ogilvy didn't sell metal and mechanics.

He sold quiet.

“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”

That line wasn’t poetic. It was lifted from a technical report.

But it worked because it turned a spec into a feeling.

The ad didn’t need gimmicks. It gave a reason to feel good and a reason to believe it.

How to Speak to the Right Brain (and the Left)

Here’s a three-step guide:

Locate Their Position on the Spectrum

Do they want details or just a feeling of assurance? Ask. Listen. Adjust.

Lead with Emotion

What’s the dream? The benefit? The personal transformation? Start there.

Support with Selective Information

Add the facts but only once they’re emotionally leaning in.

Common Mistakes to Avoid

Overloading Ready Buyers

If someone’s already convinced, don’t talk them out of it. A bonus brochure won’t help. It might spook.

Underfeeding Cautious Buyers

If someone is still unsure, don’t just say “trust us.” Show them. Give proof. Provide answers before they ask.

Frequently Asked Questions

Q: How do I know how much information a customer needs?

Watch their eyes. Listen for questions. If they interrupt you to buy, stop selling. If they pause, give more clarity, especially about what they value.

Q: Should I put all the information on my website?

Only if it's layered. Let people skim emotion first, then dive into the details if they want. Think appetiser, then menu.

Q: What if I’m emotionally connected to the product? Won’t I overshare?

Yes, and that’s a good problem to have. Practice distilling. Ask a friend to say when you’ve said enough.

Q: Can emotion-based selling feel manipulative?

Not if it's sincere. Emotional selling only becomes manipulation when it’s divorced from value. If you deliver, you’re not tricking anyone—you’re speaking their language.

Refine your message to meet your customer rather than to impress yourself.

Start with what they feel. Support with what they need to know.

Then revisit the FAQs above, and fine-tune your pitch, your page, or your proposal.

Because in family business, what you say matters.

But how much you say, and when, matters even more.