In 1969 the book "I'm OK—You're OK" was published, and for many, it introduced the concept of transactional analysis. Later, David Sandler took those concepts and applied them to the world of sales. Many of those concepts apply to marketing as well.

Of course, feeling OK does not mean someone is immediately going to buy from you. But people who don't feel OK are far less likely to buy. So how can you take this into account in your marketing?

One huge way is a consistent look, feel, and message. Sometimes that's referred to as visual branding, but it's really more than that.

Are you sending a postcard with the goal of having people call you? Be sure your company name is clearly visible on the postcard and that whoever answers the phone uses says your company name as well.

Or does your postcard direct people to a website? The photos, look and feel, and messaging should be the same on both, so people know they went to the right website.

Are you creating a Google AdWords campaign? Google comes right out and tells you to send people to a page that matches your ad. If your ad's about a specific problem, service, or product, don't send people to your website's home page. Send them to a landing page that's all about the specific problem, service, or product in your ad.

Are you setting up social media profiles for yourself or your team? For each person, use the same headshot, job title, and cover photo across all the platforms and your website, so people know they're looking at the right individual.

Are you sharing a link on social media to a page on your website? Be sure a headline, photo, and excerpt shows up that matches what's on the page on your website.

Hopefully, you get the idea. Making people feel OK instead of not-OK can make a huge difference. Again, while it won't make someone immediately purchase your service or product, doing it wrong can cause you to lose sales.