Harnessing the Power of Emotion for the Creative Business
One of the most powerful ways for a brand to connect with its audience is by emotion. Creative business owners often have a leg up over larger, more established brands when it comes to emotional connection, because we are by nature, intensely passionate about what we do….right to our very core. We often give up more traditional career paths to break free from the pack and pursue our dreams. That brave act in itself is emotional…it can be scary, freeing, empowering, exciting, among other things. Guess what? All those feelings are emotions. How awesome is that? Now you have something that can propel you and give you an edge. Large companies have to pay highly compensated creative talent to work with them to help build messaging, visuals and marketing that attempts to connect with the consumer on some emotional level. You just happen to have this amazing inner strength that you can now leverage for your business.
The first thing you need to do is harness that power. Start by writing down everything you care about relative to your business:
- What makes you tick?
- Why do you do this work you love?
- Why do you love it?
- Whom do you hope to please/help with your product?
This can be a free-flow if information, it doesn’t have to be grammatically correct, just let yourself feel and write. Once you have everything written down on paper, read it over and give yourself some time to think about it and add anything that you may have missed. Now, take a look and see if there are any big themes. Can you organize your thoughts into a few concise thoughts and concepts? Once you have captured your passion through words, you can now share these powerful ideas throughout your brand communications.
Don’t be afraid to let your passion show through everything you do. Use it in your business profile, a blog post, product descriptions, and your tweets, etc. People naturally respond to passion. Social Media is allowing us to show a much more human side of our business-selves. Consumers want to connect with their favorite brands and what better way to do this than through a personal, emotional connection?
Customers can either think rationally about your product or service, or they can think emotionally about it. It’s really about the way a brand makes the customer feel…Do they feel like they understand why you make these amazing products for them? Do they understand how important it is to you that they love what the get from your brand? Do they feel like they belong to a group or community? Do you make life easier for them? Whenever you can, find a way to connect emotionally with your customers on a deeper level. You will find that they will come back again and again and I think it will also give you great satisfaction to channel what makes you special into something that can only get better and better.