FOCUS ON SUBSTANCE

AN INTRO TO Establishing an emotional connection with your target audience

My hope in starting this blog is to provide value to marketers looking to capture the attention of their target audience and motivate them to pursue a call to action. Every week I hope to release a new article that offers insight into how we work and help our clients engage with their audiences.

I’ve spent the last 10 years creating content for prestigious universities like Harvard Business, MIT, and Santa Clara University. I’ve worked with Fortune 500 companies like AbbVie and Accenture and helped a wide range of non profits tell their stories.

I’ve learned one thing. Establishing an emotional connection is the single most important thing when it comes to capturing someone’s attention and motivating them to action.

To do this, you really need to care about the content your are creating and your production partners need to care too.

That means caring enough to truly know your audience, to understand why your mission is important to them, and to appreciate the impact you’re having on real people.

Whether it’s a product, service, or mission, if the people initiating the communication don’t care, the viewer probably won’t either.

Over the years, I found myself telling stories about things I never knew existed, people I never met, and services, that at first, I didn’t understand.

I found success because I always found a way to care about the mission of the organization and the impact it would have on real people.

It’s my goal to always strive for an emotional connection. Whether it’s long or short form content, product or mission related, I believe that if you make someone feel something, they are more likely to relate and more inclined to listen.

People will forget numbers and statistics but they won’t forget how something made them feel.

An emotional connection can be achieved in many ways. It’s not all about generating tears.

Connect with people based on their passions, experiences, fears, hopes, and dreams. Provide them something to relate to and be relentless in the creation and distribution of your content.

Few do it well. It requires a comprehensive multi layered approach, a long term commitment, and patience.

For more information on how Production House can help you develop, produce, an execute an effective content strategy please click here.