We are one week away from launching a campaign for a client, and I can feel in my BONES how great it will be. From the beginning where it will start on a smallish scale, then it is easy for me to see how it will go “big time”!
When I reflected this campaign this morning, I felt this “inner knowing” of how this will be so good.
But Why?
Then it hit me. Mystery solved.🤓
The is beautiful campaign, co-created with our customers, makes me FEEL.
It makes me feel awe, surprise, pride, even weepy with pride. #allthefeelings
And it is just these emotions that I know as a marketer that will connect with the audience. See I’ve known this target audience for nearly 3 years, and I’ve got their number.
I understand what will cause them to FEEL, and we have just the right campaign to make them also feel awe, surprise, pride, and maybe a little weepy.
When researcher and author Jonah Berger wanted to know why people shared content online, he researched heaps of articles from The New York Times and The Wall Street Journal. With his staff at Stanford, they carefully undercovered that the most shared content online made people FEEL something. And all feelings are not the same!
Feeling that sense of awe, inspiration or motivation oftentimes makes readers want to share content far and wide!
And if you have been on Facebook for one minute of 2020, you will know that another emotion also causes people to share: Anger.
Yes, anger can be extremely powerful for people or companies in the right settings to get their content shared.
(Sidenote–Being an Enneagram 9 means I am highly tuned to spot and run away from posts that are seething with Anger. When I see /Rant/, I RUN!!!)
Other emotions, like sadness, don’t typically cause people to share.
So it’s not t’s not quite #allthefeelings, it’s the right ones.
If you want to read up more on this, you will LOVE Berger’s book “Contagious: Why Things Catch On.”
As you are creating content or campaigns, how could you create a feeling within your audience? One that makes them feel awe, inspired, motivated? Heck, you could even try “throw a brick” marketing every once in a while, and get angry!
Give this a try this week, and let me know how it goes!
Warmly,
Amy
marketing consultant | cardinalpointmedia.com
P.S. Late next month, I will be opening up for a small number of spots for marketing consulting. If you want to get on the waitlist to learn more, click here.
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