According to the Small Business Association, “All humans feel four basic emotions: happy, sad, afraid/surprised, and angry/disgusted.” Of course, no business wants to spur feelings of disgust or anger with their customers, but as the SBA adds, “creating strong emotions—either positive or negative—can help build a bond between your customers and your business,” which is definitely a goal all businesses share.
If you’re looking for a stronger connection with your target audience, here are tips on emotional marketing that might resonate with your target audience…
Jonah Berger first caught my attention in this Fast Company article (“Fifty Percent of ‘The Tipping Point’ is Wrong”). The article positions him as the new Malcolm Gladwell and challenges some accepted theory of The Tipping Point.
Berger is a Marketing Professor at the Wharton School of Business. At Stanford, he was a student of Chip Heath, author of the marketing classic Made to Stick. Made to Stick describes why messages stick with audiences. Berger has taken this concept a step further in his bestselling book Contagious: Why Things Catch On. Berger examines why certain products get more word-of-mouth marketing and why some online content goes viral...
It's worth understanding why storytelling works. It's in-build into our DNA. We grow up listening to stories and frankly they are a darn sight more interesting than 90% of PR copy-writing out there.
A good story is one that touches people in some way. As PR professionals (storytellers), our mission is to involve the audience, make them interact with us and the story, even if it is just in their thoughts or core. A really good story has a sense of truth and resonates with some basic universal aspects of being human.
But it does more than that. We have stories because they: - Build credibility - Unleash Emotion - Permission to Explore - Influence Group-Thinking - Create Heroes - Vocabulary of Change - Order out of Chaos
There is a simple way to look at good stories. Back in my youth I was involved in a movie production company and was asked to read my fair share of movie scripts. It very quickly became apparent that stories fell into one of two camps - 'usual people in unusual situations', or 'unusual people in usual situations'. Think about it. Think about your favorite book. Think about the last movie you went to see.
I believe there are six tips to think about when creating a story for PR purposes: - Know your audience - Keep it simple - Stay fresh - Be honest - Demonstrate credibility - Spark interest
There are also eight elements that in essence make a good story, the: - protagonist - antagonist - inciting incident - call to action - dreadful alternative - conflict - quest or progression - other characters - transformation - moral
You also could look at it another way - the 'wow' factor. Forbes had a great article about this written by Brett Nelson in July.
Lastly, thanks to Professor Brian Sturm from UNC Chapel Hill whom in 2007 had the foresight to record one of his lectures. There is a lot of value in the 45 minutes, and the first 8 minutes are fabulous.