Dan and Chip Heath wrote a great post today about tapping into real emotion (as opposed to creating an emotion that didn't already exist related to your product) for marketing. What's the emotion naturally associated with your product? Listen religiously to what people are saying about your brand in social media you'll instinctively know. Start with free tools: Google alerts, Twitter search, Technorati. Have the results delivered via RSS feeds to your email inbox (or where-ever you do your reading each day).
Great listeners become great strategists because they know from a consumer standpoint 1) what's worth talking about and 2) what the emotion behind the conversation is.