Those are the sentences that I have heard during my long term practice in media/marketing world. Besides the content, there is one very important variable which should be considered – THE NEED.
Today, it is assumed that you must have the content! If I recognize/guess your need, and use the good content to deliver my message, what would make you decide to go for my product/service? Emotions. People are emotional beings. I have wrote about that topic earlier on my blog.
Not long time ago, I saw fantastic research about marketing. It showed that every day, we see more than 150 advertising messages only via our mobile devices. If we add ads offered to as by all traditional marketing channels (Radio, TV, Billboards, Magazines, Newspapers…) to that number, we easily come to number of 300. Our attention is attracted from everywhere, all the time. Even when we sleep, we sometimes dream messages.
We don’t remember those with good content. We remember those with emotional content. A stong smotion cannot be provoked with bad content, but that doesn’t mean that good content has emotional part. Relevant content can be long, possibly boring, not entertaining,…there are many examples of non-emotional good content.
The way we treat the content is the key to success.
The bond between the product/service and client/user/buyer is much stronger if a story that matters, that is relevant, contain parts that provoke strong emotions. That is EMOTENT. Emotions cannot be measured. They can be felt or not. EMOTENT brings the advantage!
If you use strong emotins in storytelling and storyselling, wou will win. And if you make great emotional story, and leave a place for the brand in the end, there is a danger that your brand will be forgotten, but story…remembered. The competition will use it against you for sure.
So, if the content was the king, the emotent would be the god!
As always, I would like to read you comments – leave them below, or drop me a line via contat page.