When it comes to marketing, let feelings guide you. Not yours. Theirs. For example, customers hate to feel stupid. And that’s amplified online. So any process that isn’t ridiculously clear and easy to follow is just making customers — or potential customers — feel bad. People who feel bad don’t buy. And customers don’t want an awesome product. They want a product that makes them feel awesome. So don’t talk about how great your product is. Talk about how great it will make your customer feel.