We’ve all scene the videos. The soldier is returning home from deployment to surprise their wife or child. It doesn’t take long before you can feel a lump in your throat and you are choking back tears. Why do these videos have such an extreme impact on us?
Central to these videos is the fact that the person whose loved one is returning has no idea what is about to occur. When that moment comes the emotional reaction you see is real, it is strong, sometimes even over powering to the point where they just breakdown. There is no time to prepare and so the reaction is authentic and raw.
When you see this kind of raw emotion it is very difficult not to empathize with one party or another. Viewing this kind of emotion elicits reaction in the viewer whether you want to or not.
In your next marketing meeting I would encourage you to find a way to connect emotionally with your target audience. There are many emotions that can elicit a strong response. Love, anger, fear, jealousy, lust and nostalgia just to name a few. When your audience experiences these emotions, especially in relation to your brand they provide a better opportunity for memory to occur.
Be the solution to a negative emotion. Be the cause of a positive emotion. There are a myriad of ways to do this, the point is that you want your brand to be remembered, and when you bring a human emotion to the forefront your audience is more likely to connect. When they connect they are more likely to remember, and when they remember your business or product they are more likely to use it.