It breaks down the customer journey into four essential steps – what the customer sees, feels, says and does. And for those of you who want to understand how marketing works in practice, this is a model that is not only easy to understand, but also easy to use.

So, how can See, Feel, Say, Do change the way we build relationships with customers, create engagement, and ultimately drive action? Let’s break it down in detail – with examples and some practical tips.

1. SEE: The First Meeting (and How to Make It Unforgettable)

In marketing, we have a bitter fact: if people don’t see you, you don’t exist. The “See” phase is about how your brand appears in front of customers – whether it’s on Instagram, in Google searches, or through a poster on Oslo S. But being seen is not enough; it’s about how you are seen .

TINE's milk carton

You may have seen Tine’s milk cartons with little stories, quizzes or Easter mysteries? This is a classic example of using visibility to reinforce a brand. Instead of the carton being just a practical container, Tine made it something people noticed and interacted with. It’s a brilliant “See” strategy, because it transforms a boring product into something people actually want to engage with.

What can you do?

• Stand out visually. Use colors, shapes, or unique designs that break with the norm. For example, a green product designed with warm, organic patterns can immediately signal sustainability.

• Think about context. Where will people see your message? If your target audience is students, Instagram and TikTok are not only relevant channels, they are critical. Make sure your message is tailored to the platform.

• Be where the people are. It's no use having a great idea if people never see it. Use tools like Google Ads, social media, and influencers to strategically position yourself in front of your target audience.

2. FEEL: The emotional bond

People don't buy products; they buy emotions. This is perhaps the most important point in the entire model. No matter how logical a customer tries to be, emotions lead the way. A good marketer knows how to connect the brand to an emotion that customers want to experience.

Nostalgia with Freia

Freia's Easter eggs are not just chocolate. They are nostalgia, springtime and Easter holidays wrapped in a small yellow egg. The feeling you get when you see them in the store is not accidental; it is carefully designed through years of advertising, emotional images and strategic campaigns. Freia associates its products with a sense of warmth and tradition.

What can you do?

• Find your brand's feel. What do you want your customers to feel? If you're making sustainable clothing, the feeling could be pride in taking responsibility for the environment.

• Use storytelling. Stories create emotional connection. Think about why people love commercials that show travel, family reunions, or unexpected kindness – because it evokes emotion.

• Create an emotional moment. Maybe it's a specially designed package that makes customers feel special, or a personal greeting with every order. Small details make a big difference.

3. SAY: When customers speak for you

No advertising is more effective than word of mouth. This is the essence of the “Say” phase – what people say about you, and how you can influence it. We live in an age where reviews, social media, and user-generated content are the gold standard in marketing.

It's Too Good To Go

Too Good To Go, the app that helps reduce food waste, needs almost no advertising. Why? Because its users speak for them. People love to post pictures of their “food bags” on social media and tell their friends what a great deal they got. This is a perfect “Say” strategy – customers become the brand’s best promoters.

What can you do?

• Encourage sharing. Make it easy for your customers to share. Do you have a cafe? Use aesthetic coffee cups and an Instagram-friendly interior design.

• Reward loyalty. Offer discounts or benefits to customers who write reviews or share content.

• Monitor the conversations. What are people saying about your brand? Use tools like Google Alerts or Hootsuite to stay up to date and actively participate in discussions.

4. DO: Actions are key

Ultimately, the goal of any marketing campaign is to get people to take action. The “Do” phase is about making it as easy and tempting as possible for customers to take the step – whether it’s buying, subscribing, signing up, or sharing.

Just to shake

Vipps is a prime example of how powerful simplicity can be. The app made transferring money so intuitive that people adopted it almost immediately, and now you can soon use it to pay in stores. The ease of use and the simple “do it now” experience were key to its success.

What can you do?

• Remove friction. The fewer steps between a customer and an action, the better. This means fast loading, easy navigation, and smooth checkout.

• Provide incentives. Discount codes, limited-time offers, and rewards are great ways to motivate people to shop.

• Test and optimize. Use A/B testing to find out what works best to get customers to do what you want.

How to use See, Feel, Say, Do in practice

It's one thing to understand the model, but how do we put it into practice? Here's a practical example. Let's say we want to promote a festival.

• See: create colorful posters with catchy designs and share engaging videos on Instagram to create awareness.

• Feel: tell a story about how the festival provides lifelong memories, builds community, and creates unforgettable experiences.

• Say: encourage attendees to share photos and stories from the festival using a unique hashtag.

• Do: make it easy to buy tickets with a clear “buy now” button on the website and a user-friendly mobile experience.

Why SFSD works

The model works because it’s based on a simple truth – people are complex. We see, feel, and speak before we act. By breaking down the process, you can meet customers where they are and guide them to the next step.

Make it personal

See, Feel, Say, Do is more than a model – it’s a way of understanding how people move through the world. It reminds us that marketing isn’t about pushing a product on people, but about creating meaningful connections.

We at Vode can recommend you use this model as a framework for everything from small projects to large campaigns. So the next time you create a strategy, ask yourself: What do people see? What do they feel? What do they say? And what do they ultimately do? That makes it a good basis for understanding your target audience and end customer much better.