Emotion and engagement
‘What is the emotion the potential customers want to feel or what is the emotion they have right now? Take that and play with it. Find a way to make that emotion motivate them or find out how they could learn from it. For example, if you have business owners in your list or your funnel, one of their biggest issues right now is the economy. That is an emotion—it is fear. You can turn fear into motivation by reassuring them that it can be okay, that they can make it through troubled economic times. Because it can be.’
Scott Stratten in UnMarketing: Stop Marketing. Start Engaging. is discussing the use of emotion to engage and then make something go viral. It immediately made me think that he’s describing the core lever for human psychology. Leveraging our attention by triggering our emotion via our limbic system. Dr Boeree describes the limbic system as ‘primarily responsible for our emotional life, and has a lot to do with the formation of memories’
‘We are feeling creatures that think’
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Just Seven Things 