The Emotional Connection

Have you seen the newest VW commercial with a little boy dressed up as Darth Vader? It's a viral hit that was even aired during the American Super Bowl. If you haven't seen it, watch it here. When I saw it a couple weeks ago, I immediately loved it. What's not to love - Star Wars, a child dreaming with a big imagination, and sweet caring parents. The point, I felt emotionally connected with the images and story. If you break it down a little, Star Wars is a pop culture reference that touches people in many cultures. A lot of us feel nostalgic toward this reference. Then we have a child dreaming of being something great, an icon with super powers. A lot of us remember and wish for those carefree moments today. Next, the parents, especially the dad, with a subtle movement, supports his son with a moment of believing. How could I not love and feel something toward this message? Now how do I feel about VW? I believe they care. They get me. I feel nostalgic and happy all at the same time. It's the same feeling I get when watching a bad 80's sitcom - Safe and content. 

Why is an emotional connection important?
We have all seen great marketing that is smart, hip, interesting, provocative, etc. But even the most interesting marketing sometimes doesn't have the impact one would hope. This often happens because of the lack of emotional connection with the audience. It's an easy equation; people make decisions based on the way they feel. See, I said feel, not think. An emotion will drive thinking and a decision. Look at politics, I make choices I think are morally right, not because it's the facts and I am not connected emotionally at all. I feel close to the ballot measure and my thinking follows. So if we want people (our employees) to do something, we need to find out what they really want and deliver our messages that relates to them emotionally.

How to do it
This isn't rocket science at all. You probably have seen this a million times. Now it's time to put it in place. Start with powerful images. Use images that strike a strong feeling in you when you see them. Why an image? People usually react faster and stronger to images more than to words. Of course, use strong text statements to connect the image with the audience. Here's an example of introducing a new vacation policy at a company. See if you have a much bigger reaction to the first or second example.

Text version of the policy:  

Enjoying the simple part of life

Effective June 1, 2011 our company will introduce a new vacation policy. A change in the vacation allotment has been simplified for ease of use and understanding. More information will be coming soon. 

A version with an emotionally-based graphic:

Enjoying the simple part of life

Effective June 1, 2011 our company will introduce a new vacation policy. A change in the vacation allotment has been simplified for ease of use and understanding. More information will be coming soon.

Telling the truth (my example)

Recently I've come to the conclusion that employees really want three things at work. They want to belong, feel proud of their company and get their job done. Sure there are many more elements. But these simple statements help me center on how to connect with my colleagues. Here's a real-life example of something I'm doing in my group and company.

Throughout the company, employees have many options, tools, resources, and information to help them grow and to complete the many tasks within their job. But employees cannot easily find the stuff they need or find the people that can help. Easy tasks like entering an expense report became a frustrating nightmare. Employees have become angry and at some points even disengaged. As I work to fix the issue of creating easy paths to tools and resources, it's not enough to send a message and say here it is. No one cares or believes it now. Instead, I share the honest truth, it's been tough and you deserve better. We're listening and we know it's time we made your life easier. By using images that make this statement and that remind them of our honesty, employees are hearing their voice heard. Isn't that what most of us want, to be heard?
   
The next time you design a marketing plan or create a presentation, remember to tell a story and connect with your audience on an emotional level. A clear message and just the facts will not deliver the real message and change behavior.

What are you doing?
Who's had a successful presentation or marketing plan using emotionally connected images? Are you using less words and more picture-driven story making? Share some examples!