What’s Your Emotional Impact?

๐Ÿ˜๐Ÿ˜๐Ÿ˜ฎEmotional Impact๐Ÿ˜ค๐Ÿ˜ข๐Ÿ˜ญ

All of us strive to provide our audience, customers, and users the best possible product that we possibly can (if we’re being sincere). Sometimes in our endless quest to create the perfect product or service, we get tunnel vision.ย ย In doing so, we start to lose focus on something else that may be even more important than how these offerings can solve a person’s problems: how we make people feel. The ability to leverage the emotional impact of our brands is invaluable.

Humans are prone to impulsive or reactive behavior when certain emotions are triggered. While this reaction can sometimes be harmful, it’s an evolutionary trait that has served us well for thousands of years. The feeling of fear may alert us to danger that we should flee from. The feeling of lust may drive us to courtship and reproduction. The feeling of anticipation may cause us to become increasingly analytical in our preparation for an upcoming event.

Modern brands are already leveraging this, but many of the examples that may come to our mind first may feel manipulatively coercive. Fashion ads invoke feelings of inadequacy in order to motivate sales. Ads for alcohol may make people feel as if they’re missing out on a great time by not imbibing.

But there’s another side to this. Emotional impact can be used not just to lure the unexpecting, but to decorate a customer experience to elicit delight, in turn, increasing their satisfaction and building customer loyalty.

If you want to start utilizing emotional impact in a sincere and meaningful way for your brand, draw out a timeline of events an individual might go through before, during, and after the process related to your product or service. Then evaluate your customer’s emotions during each step of the process.

How do they feel when they finally realize they need your brand’s help?

If they’re sad, it’s important to use a comforting tone which is nonjudgemental, especially considering how they may be judging themselves at that moment.

How do they feel during the process?

If it’s not an easy thing for them to do, such as an exercise program or a type of therapy, consider how you can point out a client’s successes at regular intervals to encourage them and reaffirm the value you’re providing.

How do they feel after the process is over?

If you offer a service that is typically perceived as unremarkable, a handwritten thank you card afterward can make the experience unforgettable, transforming an ordinary customer into a brand evangelist.ย ๐Ÿ™Œ

In doing this, you’ll start to develop a user experience that’s attractive and supportive, creating repeat customers for your business.

How do you leverage emotional impact? Do you have any questions regarding your audience’s emotions?

Consider sharing your feedback in our Facebook Group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.

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How Much Does DIY Cost?

“If you want something done right, do it yourself.”

There is definitely some truth to this statement. The subjectively quality of the word “right” lends itself to independent action. Without getting too philosophical, we all exist with the capacity to define for ourselves what is right and wrong in this world.

Before using any tactic to accomplish our goals, though, we can benefit greatly from thoroughly evaluating what exactly that method will entail. The immediate draw for doing everything yourself is generally the absence of spending on labor costs or the time it takes to train or build consensus with said labor. The overhead associated with these human resources is typically dismissed as cost prohibitive.

Now that we’ve looked at the costs you’re saving on by going solo, let’s take a closer look at what costs you’re actually incurring by going solo. “But I thought doing it all myself was free?” As you’ll soon be reminded, nothing in life is free.

Let’s talk time.ย ๐Ÿ•’

Here’s an itemized list of all the business activities that are now going to require your time…

  • Product/Service Development
  • Accounting
  • Marketing & Sales
  • Legal Responsibilities
  • Product/Service Delivery
  • Customer Support/Service

Now let’s look at each item on this list and try to imagine all of the different actions your business must take to make one effective. In order to have effective accounting, you must develop inventory systems, track expenses, and project income. To have effective marketing and sales, you’ve got to generate leads, create content, and close sales. Helpful customer support requires empathetic, thorough, and easily understood communication with dissatisfied patrons. Then let’s not forget actually executing on our product/service offerings. After all, I thought that was the whole reason we were in business to begin with!

So let’s say that this actually excites you, and you can’t wait to dive in and become a master of all these domains. There’s likely one more area you’re going to be investing time into…

Education.ย ๐Ÿ‘ฉโ€๐ŸŽ“

Sure, we could pay for coaching or courses, but thankfully, the internet exists. It’s a magical, digital world where all of the world’s knowledge exists for free! There’s a caveat, though. First, you’ll have to find it. For avid Googlers, this may not seem so daunting, but I urge you to remember what it was like when you first started using a search engine frequently. Finding just the right wording to access just the right information is a skill in and of itself that has to be developed before you can crack the code to access gold.ย 

While the advent of on-demand printing services and dropshipping have lowered overhead to all-time lows, many of these businesses struggle to stand out offering products that already exist on other platforms or offering unique products on platforms that require homogeneous sales pages. These businesses are faced with unique challenges with regards to developing standout brand identities that offer customized solutions for searching buyers. If you’re considering this business model, you can expect to at least double the time you’ll be investing in marketing and sales.

Now let’s talk money.ย ๐Ÿ’ฐ

Maybe you feel you’ve got plenty of time and that money is the only barrier to entrepreneurial entry. While I’d be inclined to argue that everyone’s time has an undefined limit which we can’t rely upon, that’s not the angle I want to approach this from. Instilling the fear of death in people isn’t really “on brand” for me.ย โ˜ 

Most business requires some sort of financial investments in physical supplies or virtual services. Drop shipping or print on demand businesses may be somewhat exempt from this, but we’ve already taken some time to address their unique challenges. So how do you assure your investments are going to yield returns?

If you’ve got no one to consult with, it’s all on you. Go back and factor in some more time for consumer research, which means sifting through countless reviews and mulling over specifications until you muster the confidence to add it to your cart. Then what if you were wrong? There’s no one to blame but yourself at that point. It’s a horrible feeling to attempt to use what you’ve purchased just to realize it’s not right, especially after you tried so hard to prevent it.

It’s possible you’re starting to realize just how valuable an expert in any of the aforementioned business duties can be. If you’re building a sincere brand, you’re likely an expert at what your primary offerings are. Your customers come to you because they are self-aware enough to admit that they aren’t an expert in your field. Maybe it’s time to learn from your patrons.

What are you doing yourself right now? What responsibilities have you started to outsource? What pros/cons are you experiencing in either situation?

Consider sharing your feedback in our Facebook Group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.

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Are You Being Authentic?

Do you fear when keeping it real goes wrong?ย ๐Ÿคฆโ€โ™€๏ธ

That’s a fair concern. We’ve seen time and time again in popular culture over the last few years just how damaging the unintended effects of realness can be. Celebrity tweets can quickly lead to a sudden decrease in work for said twits. If we look closely, though, we can also find a lot of examples of realness bolstering some. Good ole Kanye West’s latest album, “The Life of Pablo,” is the first streaming-only album go platinum despite continuous outbursts on Twitter and walkouts at his shows.

So how do these brands, personal or otherwise, succeed despite the controversy? The obvious answer might go with the old adage, “There’s no such thing as bad publicity,” but as I’ve stated earlier, we’ve seen time and time again how the wrong information can seemingly destroy someone’s career.

A better answer may be that the difference is CONSISTENCY. It may seem oxymoronic to say, but even erratic behavior can feel familiar. Some of us may relate to this if in our dating lives, but I digress.

The counter to this is when people keep up a certain image and a circumstance or statement occurs that’s contrary to that appearance. That dissonance can quickly sour an impression, especially if the circumstance exposes a difference in values between the audience and the subject. The level of surprise attached to the conflicting behavior can also impact the level of severity. Again, we are more likely to tolerate shocking behavior if it’s coming from a source we expect to shock us. A man with an ax following you is a thrilling scare at a haunted house, but much less welcome on your way home from the bus stop.ย 

During our latest livestream, a new community member,ย Jesse, started to describe what he thought of MY brand. I was surprised, thankful, and relieved that his impression was very positive. As I read his description, I found at least 90% of it to align with what I had come to define during my brand audit forย Aetoric Design. If you’ve joined us for any of those (every Sunday night at 6:30pm EST! </shamelessplug>), you may know that I’m improvising much of what’s said and that I tend to speak my mind. I’ve crafted my brand in such a way that allows me to be who I am.

How are you keeping it real? Do you have any concerns that you may not be presenting your most authentic self? What measures have you taken to get clarity on who you are?

Consider sharing your feedback in our Facebook Group, Tactical, a community with daily content for business owners, marketers, and designers developing brands.

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