Would you like to use imagination and story telling in your marketing?
Picture Suzy. She's 14, in a new high school, and doesn't know anyone. It's lunch time on a hot day. Groups of kids are huddled together laughing, chatting, and having fun. What about Suzy? Not knowing anyone, she walks around awkwardly, trying to see if any groups might seem inviting. Shy, nervous, she walks up to the first group...boys and girls gathered around a table, talking about last weekend's party. She lingers for a bit, but when she starts getting "side eye" from some of the kids, she's forced to move on for fear someone will embarrass her. Next stop, four girls standing by a pillar, all on their phones, checking out a Snapchat story just posted. "Hey girls," she says as she walks up. Unfortunately no one looks up from their phone. Defeated again. Sad and hopeless, Suzy sits down by herself at the unoccupied end of a table that has some kids sitting at the other end. As she opens her lunch, she takes out a can of ice cold Coke. As she snaps the can open, the sound captures the attention of the kids at the other end. Suddenly, one walks up to her. "Hey, are you new here?" "Ya," she mumbles. "Cool, come join us," she says as she gestures Suzy over their way. Success! Coke, creating friendships!
1-As you read about Suzy's distress, did you find yourself empathizing with her and sharing in her emotional experience. For more information on how that works, click here to read more about mirror neurons in your brain.
2-As you read about Suzy at school, could you close your eyes and visualize it all? That the power of your brain and imagination at work. The structures used to visualize something are the same as those that process something when you actually see it.(1)
3-People's emotions are rarely put into words; far more often they are expressed through other modes.(2) Though Suzy did't speak about her experience, you could feel her distress as you imagined her feelings.
4-Think about the other elements included here: there was a story (and our brains like stories), the happy ending positive feelings and the Coke are now associated together in your brain, and highlighting the sound of the can snapping open creates an auditory stimulus.
ENGAGE: Are you engaging audience imagination? Let's talk about how we can add some imagination and storytelling to your current marketing efforts. Click here to contact me.
GO FURTHER: To learn more about visual imagery and imagination, click here(1) to pick up Iconoclast by Gregory Berns.
To learn more about empathy and non-verbal communication, click here(2) to pick up Whole New Mind by Daniel Pink.
EMOTION DRIVES ACTION!