Don’t You – dah-dah dah d-dah – Forget About Me

Brain research shows that we remember things we feel.  The deeper we feel it (and the more senses involved in creating the feeling), the more likely we won’t forget it.

Advertising and marketing folks are constantly in the business of creating a “felt need” in you and I by making the strongest impression possible; through graphic images, catchy songs, clever phrases.  Why?  So that we’ll be impressed upon, so that we won’t forget it, so that we’ll begin to want it, so that eventually we’ll buy it.  That’s why I use Old Spice deodorant as of the last year when, prior to that, I associated Old Spice with my dad’s generation.  I bought it because I laughed at their very clever commercials which completely updated their product and made it something to talk about at work.

We can use this knowledge of how impressions are made in one of two ways:

1. Manipulate people into doing what we want them to do.  This approach is solely focused on our interests and places little value on the actual humanity of other human beings.  People have increasingly strong “BS” radars and your (my) efforts in shameless self-promotion will be instantly rejected.

2.  Communicate in ways that respect our audience’s unique interests, experiences, and perspectives.  This approach is “other-centered” and has the best long-term possibilities for audience engagement with your brand, product, service, etc.  Why?  Because people respond most when they feel “heard” and “seen”.

Don’t YOU want to feel valued and listened to?

Don’t YOU want to feel like your opinions and input matters?

Don’t YOU want to feel seen, like you just swooped into the room and every head turned to notice?

I know I want these things.  So do the folks you’re interacting with.  So think of your audience first – with respect for the brilliant value of each member – and let your creativity flow from there.  Not to get them to buy stuff; but in order to  make them feel heard and seen.  You may find them remembering your name long after you’ve connected.



About jesserice

Speaker | Author | Digital Culture Expert | Sit-Down Comedian

Posted on September 20, 2011, in Facebook, humanity vs. technology, relationships, Uncategorized and tagged , , , . Bookmark the permalink. Leave a comment.

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