Home > Uncategorized > Faith + Emotional Connection = Inspiring Communications

Faith + Emotional Connection = Inspiring Communications


Emotional connection is the ONLY reason I do marketing/communications. It is why I love choosing this career — the possibilities to connect with people, to learn, to create and to somehow influence people to see/feel/touch/taste/hear things in a different way?

Faith and emotional connection are what move people — the faith comes as a result of the emotional connection that one makes with a loved one or even stranger. Emotional connection to President Barack Obama is what instilled the unbending faith that so many people have in him. Emotional connection to Oprah Winfrey, Meryl Streep, Queen Rania, Will Smith, Brad Pitt, Angelina Jolie, Malcolm Gladwell, Seth Godin, Daniel Pink, Larry King, Anderson Cooper, Maria Shriver, Deepak Chopra, Dr. Oz and so many others across a myriad of fields are successful and communicate well with their audiences because of the emotional connection that they have with their audiences. The emotional connection that has been cultivated, nurtured and grown is what allows for their audiences to have faith in their thoughts, words and actions and allow them the latitude to be human and make mistakes.

How does one cultivate that emotional connection? Lead with your empathy, authenticity and honesty — everyone wonders how to tap into this but we all have it…if you haven’t felt it for some time, you will if you pay attention long enough. How does a brand/company cultivate that emotional connection? In the same exact manner – lead with one’s empathy, authenticity and honesty in regards to one’s brand. Customers/clients will appreciate you for it in the long run and it will help them to trust you. Pay attention to what your customers want/need, be authentic to your brand and be honest with yourselves & customers. Look at Apple, Dell, Starbucks, Jamba Juice, Google, Amazon, Whole Foods, Trader Joe’s and so many more — they all are authentic & honest to the core of their specific brands and are empathetic to their customers/clients in that they pay attention to what they need and always keep them in their sights. And their customers/clients reward them by being return customers and amazing brand evangelists. I know that I love Apple, Google, Trader Joe’s and Amazon — and I refer them to my friends and loved ones whenever I can. Isn’t that what every brand wants? To have excited customers who will provide the most valuable marketing vehicle ever — word-of-mouth?

Don’t get too hung up on all of the data, “proof” and measurements. At the end of the day, we are all human beings and humans are guided by intrinsic factors that just cannot be captured. So lead…lead with empathy, authenticity & honesty to build emotional connection, eventually instill faith and have inspiring communications with your audience.

http://sethgodin.typepad.com/seths_blog/2010/01/too-much-data-leads-to-not-enough-belief.html

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