Marketers, designers and pretty much anyone who is passionate about their professional careers can gain a lot by reading Seth Godin. http://sethgodin.typepad.com/seths_blog/
“Is your brand providing the right room to the right people at the right time?
Most products, most services--they provide a thing, a list of features, but not a
room for my emotions.” - Seth Godin
I am a tremendous fan of Seth Godin’s work. As a marketer, consumer and human being I found this quote of particular interest.
Objects, people, slogans and the words we read can alter a person’s state of mind. Marketers are often on the front lines of receiving negative feedback. However, what about designers, artists, or the waitress at your favorite restaurant? Intended or not, we’re influencing and sometimes driving your emotions. Do we seek to alter others’ moods? Are we always trying to influence or affect those we cross paths with?
If so, why do we repeat them? Why search out the bad when clearly we know how to get the good? As a marketer, why not make someone feel happy. For example, why use the visual of an animal in a cage to pull on the heart strings of viewers to get them to donate money? Moreover, why does it take such a heart wrenching image to get us to act?
“Once your habit becomes an addiction, it’s time to question why you get up
from a room that was productive and happy, a place you were engaged, and
walk down the hall to a room that does no one any good (least of all, you).
Tracking your day and your emotions is a first step, but it takes more than
that. It takes the guts to break some ingrained habits, ones that the people
around you might even be depending on.” – Seth Godin
Again, I come back to what makes us act. Why does negative, upsetting or extremely uncomfortable messaging force us to take action more than messaging with little or no emotion?
As a Marketer I’m torn by which emotion to tap; negative or positive? Do I tug on your heart strings or make you laugh? However, there may be room for both.
“Great brands figure out how to supply a ‘room’ to anyone who chooses to
visit.” -Seth Godin
As always, it’s your choice.