You can have the best product, website and social media account on the planet, but if no one sees it and if it doesn’t connect emotionally, then you’ll have to force it in front of your audience. And no one likes forced conversations.
In a content generated world, your brand has to have The Shareability Factor.
Are people talking about your brand willingly and openly? What makes you share something? You’ve got to get it out there. Slam the streets with papers, shout it from the rooftops.
But once the papers hit the floor and the echoes of your announcement wane, what’s going to keep your message going?
In an analysis of the IPA dataBANK, which contains 1,400 case studies of successful advertising campaigns, campaigns with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.
You can go into a meeting and say, “Well, here’s what we want to do: create a cool video that people will share and you can trust us because we know what people will share."
Or you can connect emotionally from the start, “Your audience is craving connection—with one another and with their city. The scene opens with drumbeats and inspiring music. Then you see the hero carrying the Zimbabwean flag while running through a field. The voiceover kicks in and…"
You can see the approach is already different the emotion is there in the second example.
It doesn’t have to cost much. But it does have to connect. People are making decisions on an emotional connection—humor, love, exhilaration, depth of meaning, and purpose.
We get spammed hourly—don’t stoop to these levels:
- Cell phone pushes text message ads with just information. Buy today!
- Flyers that only have info about a product. Our product is the best…yadda, yadda, yadda...
- Emails that are boring and all about you and why your company is great.
Does your brand and marketing have The Shareablity Factor? If not, then add a huge dose of emotion and start having personal connections.
(photo via carlos maya)
Posted on September 24, 2015
by Tim & Tommy filed under