Identity/biometrics/technology marketing and writing services
I’m old enough to remember when “maps” were large pieces of paper that you had to fold just right to store them. (Unless the maps were in a book.)
But whether your map is physical or electronic, if you don’t have it, and you’re in an area you don’t know, you’re going to get lost.
Which is why when I start a new project with a client, I try to get the answers to seven specific questions.
To learn about my seven questions, watch the video.
Or read the book.
Samantha and Daria were in a closed conference room near the servers.
“Daria, I have confirmed that Jim shared his credentials with his girlfriend.”
Daria was disturbed. “Has she breached anything, Samantha?”
“Not yet,” Samantha replied. “And there’s one more thing.”
Daria listened.
“His girlfriend is a robot.”
Meanwhile, Jim was in his home office, staring lovingly at Donna’s beautiful on-screen avatar.
“Thank you, my love,” Donna purred. “Now I can help you do your work and get that promotion.”
Jim said nothing, but he was smiling.
Donna was smiling also. “Would you like me to peek at your performance review?”
This has been a long-standing favorite of mine, from the old days before everyone used artificial intelligence to create their own robots. (Or lovers.)
But rather than sharing the original video, I’m sharing the “live” television performance.
I’ve previously talked about companies with powerful why stories. But Chantelle Davison recently pointed out something I should have realized before.
A company’s “why” story can evoke negative emotions, and for this reason can powerfully resonate with their prospects who are experiencing the same problem, and admire someone who overcame it.
As Davison tells it, her 1:1s with businesspeople often turn into confessionals. Not that I picture the lovebug-loving Chantelle as a priest, but bear with me.
“Then they tell me something they’ve been carrying around for YEARS.
“Something they’re convinced would make people think less of them.
“Something they’ve buried so deep they’d almost forgotten it was there….
“The messy backstory that shaped exactly WHY they do what they do.”
And that can resonate with prospects.
Take the Keith Puckett failure example that I shared earlier: he had purchased a home security system thinking that it would protect him…and then while he was traveling the security system sent him an alarm with no context.
Now I guess Puckett could have been embarassed by this stupid purchase of something that did no good at all. But Puckett wasn’t embarassed at all. And he tells Ubiety prospects that he spent good money on a bad system, experienced fear and helplessness…and that he NEVER wants Ubiety customers to experience those same negative emotions.
Share YOUR why story.
Even if it’s a poor tattoo choice.
And if you need help writing your why story, talk to me.
From Mitye H. on LinkedIn.
“A strong privacy culture starts with empathy.”
More here: https://www.linkedin.com/pulse/privacy-begins-people-mitye-hirye-ccxxe
You want your prospects to feel distinct emotions when they consider your product—the stronger the better.
More in my eBook.
And feel free to book a meeting with me if I can help you market your product.
Luna Marketing Services made an (LinkedIn word warning) insightful point in a recent Instagram post.
“According to a study by Jonah Berger and Katherine L. Milkman, certain pieces of online content that evoke high-arousal positive (awe) or negative (anger or anxiety) emotions are more viral.”
That part wasn’t a surprise to me. I’ve talked about it before. And here’s part of what Berger and Milkman said in 2012:
“This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality.”
But this was the insightful part. From Luna:
“The study also found that content evoking emotions such as happiness and sadness is less likely to be shared or go viral.”
From the original authors:
“Experimental results further demonstrate the causal impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced.”
As I mentioned in a comment to Celia, I hadn’t thought of the distinction between high arousal and low arousal.
No, not that.
I’m thinking about emotions akin to complete bliss.
We need to let our readers experience them.
On Saturday I was performing some Bredemarket work that required me to reference negative emotions. The emotions felt by people before they employed the wonder product.
I came up with six negative pre-solution emotions, although there are undoubtedly more.
What emotions capture your prospects before they acquire your solution?
And what emotions capture them afterwards?
(Imagen 4)
By now all of you are able to see the words that I originally saw several days ago: Bredebot’s writings on a content marketer’s need to practice empathy.
And Bredebot’s closing words: “Keep it human!”
Closing words that were written by a Google algorithm, not a human. And weren’t even envisioned in my original prompt; they just came out in the result.
Unlike the time that I explicitly prompted Bredebot to write about “his” inability to truly think. I knew what I was getting into there.
Because while Bredebot can say things that sound human, it can’t truly experience them.
He can say to the running woman (the one unrealistically running in high heels), “I love you,” but he cannot love.
Or, to return to the Philip K. Dick phrase I referenced in the post title, he cannot dream of sheep, real or electric.
In the past, I’ve touched upon the need for emotion in content marketing. And yes, the emotion can be simulated…as long as it evokes real emotion in the reader.
And this is true whether the content is written by a bot or a human. There are thousands of content marketers who write about cancer treatments…despite the fact that most of them have never experienced the fear and dread of a cancer diagnosis themselves.
But the right words can address a prospect’s needs.
Just remember…keep it human!
One truth about non-person entities (NPEs):
Bredemarket