Business change
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Business change
Getting ahead of the curve in business
Curated by David Hain
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Rescooped by David Hain from Just Story It! Biz Storytelling
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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Business change | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.

Via Karen Dietz
David Hain's insight:

Using empathy adds to your business story. 

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Karen Dietz's curator insight, November 25, 2013 6:58 PM

Here's what I really like about this article: it clearly explains the different types of empathy and how marketers keep missing the mark.


It's great to try to understand the world from your customer's perspective. And hard to do. Unless you are able to build empathy with them. BTW -- sharing stories back and forth builds empathy. But you still need to shift from a place of being competitive (one versus another) to a place of building a 'we' experience.


This article  from Douglas Van Praet, author of Unconscious Branding: How Neruscience Can Empower (and Inspire) Marketing, takes us through to market your business more effectively, build empathy, and create life-long customers. Yeah!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Juliana Loh's curator insight, November 27, 2013 4:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 10:00 AM

"Provide value and not take value = a customer for life"

Rescooped by David Hain from Just Story It! Biz Storytelling
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Have a HEART – Part 2: Emotions, Stories, Biz Success

Have a HEART – Part 2: Emotions, Stories, Biz Success | Business change | Scoop.it

Welcome back to Have a HEART, Part 2, Exploring the role of EMOTIONS in todays business world.
In part 1, I introduced the subject of emotions in business and why they’re becoming increasingly important in staging customer experiences and influencing buying decisions. I also shared some ground breaking research, conducted by Colin Shaw and his Company, Beyond Philosophy. That research revealed for the first time ever ”the empirical link between evoking certain emotions along the customer experience journey, and increasing and decreasing revenue”.

 

Wow -- what an information packed article on the importance of emotions in marketing, branding, customer experience and the link to effective storytelling.

 

As I work with clients on their biz stories, identifying, articulating, and consciously working with emotions in their content and marketing is challenging for them.

 

This article is going to be a huge assist in helping them (and you) figure it all out. There are plenty of examples and links to other resources so you will want to bookmark this article and keep digging into its material.


Via Karen Dietz
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