Tell Them Why. Most companies can easily rhyme off who they are, and what they do. They hope that simple awareness will be enough for their perfect customer to pick up the phone and call. It’s often not enough. There is hope however, because if you can successfully communicate why your customers should do business with you, you’ll tap into their emotional minds (which directly influences the part of the brain that controls decision-making) then the features and benefits merely rationalize the decision they’ve already made. The why creates loyalty. And loyal customers are the best marketers you’ll ever have.