You are the content you publish.
Sign up with Facebook
Sign up with Twitter
I don't have a Facebook or a Twitter account
Start a free trial of Scoop.it Professional
To use the identifiable victim effect in marketing, we first need to understand the psychological underpinnings of this quirk. Let's explore, shall we?
This is related to the brain's need to connect the absract and concrete. Innovation, learning and thinking anything new, are all made possible by having an idea and making sense of it in our real lives. Storytelling is the same. The ideas in it need to be connected to concreteness, therefor a name, for it to 'sink in'.
If a concept is too big, we can become overwhelmed. It's easier to see how we could help one person, but it can be hard to see how we could help dozens, thousands, or millions.
Fellow curator Karen Deitz's comments (see below) summed up this article beautifully.
"One of the biggest mistakes I see that corporations, non-profits, and individuals make when sharing their business stories is they talk about 'a person' or 'a group' without giving them names and characteristics. In other words, whoever they are talking about are not identifiable.
If we don't have a name to hang on to, we can't connect. We want to connect with people. Without a name, 'a person' or 'a group' is just a concept."
Great leaders are able to ask superior questions to achieve great results. If you have all the answers, new ideas & creative solutions may get lost.
It is all in the question.
We are talking about being in the Learning Mode rather than the Knowing Mode.