Marketing done well should touch the emotions. Every once in a while, you see a commercial that simply moves you. Recently, a friend sent me a link to one from Google Chrome. I took a couple of minutes, watched it and immediately began to smile. OK, maybe a tear or two might have escaped

Now that I’ve blown my nose, the point I want to make is this one: You don’t have to be all up in somebody’s grill to make a sale. You can’t always beat your competition with huge discounts. A large part of operating a business is about the connections you make and the quality of what you sell. And the geniuses of Google knocked it out of the park!

As Simon Sinek says in his book, Start with Why, don’t sell the what, sell the why. The great thing about this commercial is Google actually did both—emphasizing the why without making you focus on the what. As they told a story that touches the heart, they showed how you Can use SEVERAL aspects of Google Chrome.

• Gmail
• Multiple Accounts
• Photo Integration
• Video Integration
• Google Maps Integration
• Google Earth Integration
• Picasa Album Integration
• YouTube Integration

All of this in a minute-and-a-half video clip that completely touches the heart of every viewer and was produced with little money, hosted on YouTube and viewed almost 5 million times!!! THAT is how you create a call to action. It’s virtually impossible as a parent to watch this video and not want to set up accounts for your small ones and send them info for years to come.

This is something that you can do with your marketing. Touch the heart. Sell the why. And when necessary, show the what.

Here’s to you Google. Now, I’m going to go home and hug my kids.

Question: What was your favorite ad this year and what made it so special?