The importance of emotion in your marketing stories

We have talked about the need for communication to have multimedia dimensions in order to reach as many people as possible. We all have different ways of learning and this impacts whether we remember your service or a product. 

But we are all the same when it comes to the impact of emotions.

Evolution shows we are hard wired to survive by co-operating with others and forming social groups that are mutually beneficial. For this to work you have to develop a certain amount of empathy to understand and co-operate with others. 

If nothing else, the Covid-19 pandemic shows that people can co-operate when it comes to mutual survival.

Now think about an experience in which you felt a strong emotion. It may have been a moment of joy or a moment of deep sadness or anger. Because of the power of the emotion we are deeply affected and unlikely to forget that particular experience. 

In our family my sister is the one with the clearest childhood memories. If we can’t remember something in the past, we ask her. My theory is that she has a very empathetic personality. From an early age she absorbed and remembered information because this ability was highly developed in her. 

One of the privileges of working as a journalist is the access one is granted to so many sub societies, individual lives, viewpoints and different perspectives. I am so grateful for these experiences that broadened my perspective and understanding of others.  

Story telling allows us to share our experiences with each other. It allows the reader, viewer or listener to gain insight, understanding and feel a social connection. So what is the relevance of this to your business?

It means re-examining your marketing strategies and campaigns. Are you telling your own story in a way that emotionally connects with people? 
This is the gateway into people's hearts and minds. If your product or service is beneficial to society, even better.