The Business of Emotion
“Feel good
Make you feel good
I’m looking for emotion
So I know just what to show you
I can see you
See your answers
This business of emotion
Yeah I know just what to show you, baby”
If you haven't checked out the song, please do. It's amazing. Big Data plays on the fact that while social media and digital marketing can be intrusive and a violation of the privacy of civilians, it is extremely effective.
In this article, I want to examine why emotion should be at the forefront of everything you create for your business or brand, especially its supporting content. People buy things based on their fears and desires. We think logically in all sorts of decisions in our lives but how many times do we act logically? In short, there's actually quite a large amount of us who like to think we make our decisions based through logic. However, we are emotional beings and even our biggest decisions like who we marry, where we go to school, what we do for a living, and especially big financial decisions are based on how we feel about those things.
When promoting your product, brand, or business, no matter what it does for people it should focus on the emotional state of the customer after that service is completed. Lets say you are a hair stylist. Your potential customers definitely want to see the amazing results you gave your previous clients. But they really want to see how other people feel after they've gone to you. Did they gain more confidence at work? Did they pick up more dates? Do they just feel happier? What do they say about you and how your brand has changed their lives? These are the things that really matter. A great commercial that really drives emotion home is the following Duracell spot.
Man...when his hearing is clearer for the first time in the doctor's office and he looks over at his wife...cue the tears. This is excellent execution of providing a clear benefit for the use of the product AND how it changes someone's life after using it.
And emotion doesn't always have to be sad or heartfelt or nostalgic. The emotion behind a commercial can be humorous or courageous. Heres a few examples to watch and you decide how you feel afterwards.
Emotion, whether happy, sincere, or anything in between, is how we connect with others. It's why you remember certain things in your childhood while forgetting most of everything else. It's why you remember that product or that commercial during the super bowl that year. It's how you connect with your audience. Be real. Be authentic. Be emotionally conscious. It's important and it shouldn't be taken lightly.
The Art of Authenticity
Filming in North Dakota at Sperry Farms. Photo Credit: Peter Robbins.
There's a fine balance between selling yourself and being yourself. A constant assessment of what is appropriate to the audience you are trying to reach along with what is truthful to your own identity. I am constantly asking myself the question, "Do I believe this?" Some days the thought drives me into some of my best work, while on others it paralyzes me into a humbled submission. I like to think that all the work I create has some form of my authentic self attached to it. Even the formulated edits or scripts mapped out by my clients have my personal touch to them. Then again, there are times when I have looked back at a video or photo and knew I didn't have anything invested in it. It was solely created for money and nothing else.
Don't get me wrong, I like easy money as much as the next entrepreneur. And I enjoy the easier projects that don't require too much of my energy when I am generally disinterested in them. But I do love a good project that I know will help pay the bills and feed my soul. They don't come around as often as their counterparts and maybe they shouldn't. Maybe their absence makes them special. I think every great artist's ideal scenario would be to make a fortune while making a lasting impact. It isn't impossible, people do it everyday. And thats always been my attitude when seeking my next project or job. How close can I get to that ideal scenario before having to say...okay?
How do you stay authentic in your decisions?