Jesse Noble, Web Developer…
In today’s world, we are constantly bombarded with voices, both loud and small. These voices come in every imaginable shape, size, and tone that call to us in different ways. We’ve become so accustomed to both good and bad marketing that we’ve all learned over time what looks good even though we don’t know why exactly.
From TV, movies, photo, video, and web content, no one can deny that all this content around us has grown dramatically in recent years and for good reason. Now more than ever we are told and shown how to FEEL by these passionate and moving messages. And that right there is the key for me – the questions that begs, how does it make you FEEL? Does it inspire you? What’s the real message that’s being presented?
It’s common knowledge that a company’s website is often seen as the “face” of the company. Today’s customer is invested in research more than ever before and has become accustomed to interacting with businesses for the first time on the web and rather than in person. No matter if it’s the first time or the twentieth, a customer visiting your website is an interaction that leaves quite the impression. That’s why I believe it’s crucial to capitalize on and control that impression you leave, no matter the interaction.
Look at it this way…if someone were to walk around your home or office space without you being there, could they get an idea of who you are? How about your favorite social media outlet? Facebook? Instagram? Snapchat? All of these areas most likely reflect some part of your personality whether you like it or not. That’s where the idea of putting your best foot forward comes to mind. A real and authentic foot forward, a curated one not an outdated or partial one.
The feelings people have after the fact always speak much louder than the words that were shared in person. So, when someone interacts with you and your brand, what impression do you want them to leave with? What do they feel when they walk away? I feel sometimes we overlook this principle when trying to connect to our target audiences.
In the marketing world today, speaking to different “common emotions” can have different outcomes and serve different purposes. Take these for example:
HAPPINESS. We all like to be happy – am I right? We pursue things that make us happy, but even what makes us feel happy can change and adjust. It’s like laughing at a joke the first time you heard it but then just barely cracking a smile at it the next time. But happiness can be so contagious that we’ll often respond to someone else’s smile with our own without even a clear reason! Happiness is and probably will always be the main driver for social media sharing. It’s where optimism and resilience live and are strong emotions that lead to action.
SADNESS is our next area of focus. Instantly my mind goes to those infomercials for non-profits helping out refugee children or sad dog faces looking for an owner. These messages are clear and can be used often for specific purposes. Sadness is something that helps us connect and empathize with others. It creates a scenario of trusting those who are “leading the charge” in fixing and helping those in need.
Now onto FEAR. At first glance, you might think this isn’t as popular but that’s simply not the case. Have you ever thought of why scary movies can be so enticing for people to view in groups and in groups only? When something incites us to fear or surprise, it creates a feeling of attachment to those around us. It almost feels like we conquered something together as a team. In the end, it can create a situation which stimulates people to attach themselves to the brand, who can be the hero of said fear.
The last common emotion is ANGER. It’s not very hard to associate this method with recent politics. It seems like most news nowadays can be summed up in getting one or the other party angry at each other constantly. But like it or not, that feeling of aggression and fighting can give a lot of people a sense of purpose to rally against. Battles have winners and losers, and naturally sides or teams are created. This is such a strong feeling for many people it’s hard to ignore when speaking about lasting impressions.
These emotions all play a key role in the idea of becoming VIRAL, a message that spreads like wildfire. Every business, every brand has a message to share, and ultimately in today’s world, we end up getting paid our worth based on our level of “influence”. Being able to spread our message and leave a lasting impression, a strong and accurate impression, is crucial. Let’s put our best foot forward and always be aware of the FEELINGS we give off in every interaction, big or small.