The power of emotions
The image above is said to be the most successful and powerful customer letter ever written. But what is the strength. To the musical genius, it might be a mystery but for all us who never successfully played an instrument we can just read the headline, close our eyes and immediately get a strong scene in our minds.The letter is discussed in the brilliant blog, http://www.neurosciencemarketing.com/blog/articles/your-brain-on-stories.htm, which focuses on Marketing and Neuro science. But what is a product without it's market image? Nothing. You might build the best software /product in the world but if no one has ever heard about it or if people thinks badly about it, what is that worth. Here are some well put advice from the blog:
Clearly, the narratives in the successful ads resonated in some special and universal way with their readers. We’ve all experienced moments of social discomfort, much like the would-be pianist who sits down at the piano only to have his friends laugh. And we’ve all had moments of pride when others acknowledge our skill or accomplishments. Is the narrative nature of the wording in “They Laughed When I Sat Down…” bringing these deep-seated memories to the surface to produce a more profound effect than had the ad simply suggested that we could impress our friends if we could play the piano?
My advice: to engage potential customers, write a vivid story involving your product. It’s worked for the best copy writers and most successful ads in history, and it can work for you.
There is so much emotions involved in user and customer experience. I cannot help but be amazed by this week's discussions concerning the IPad. Those who are talking about it simply loves it or they hate it. Not that they've touched it or used it but the emotions are already sky high because of the emotions that the brand Apple means for many. Apple are great at telling stories and yes, those stories do not apply to all. Quite the opposite; when you tell intriguing stories, they tend to either affects you positively OR negatively. If there is no chance of that high negative emotion, the chance of the positive one is slim. Just look at HP's design notebook in pink and red.