Stories: emotional connection realizes higher impact content marketing, from “Writing on the Web”
1. You say or do something that makes an emotional connection.
2. Something happens that closely resembles a previously established emotional connection.
What results is a neural network of associations that get triggered by a hot-button stimulus. Everything we retain in memory is because it’s gained an emotional place in our brain. At some point, something was important enough because it was emotional. That’s what hot-buttons are… we feel as if someone has poked us.
As a content marketing professional, you have words and visuals in your quiver of tools. How do you poke someone and push their hot buttons?
Stories are key. Negative stories can get people’s attention, but can also leave a negative aftertaste, if not followed by positive stories. I’ve talked about this before, and here’s a graph to illustrate this:
From Patsi Krakoff
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