How can content marketers create content that engages – truly engages – the emotions of readers?
When Harry Met Sally, Sally insisted men could never tell when women were faking an orgasm. To prove it, she demonstrated her own audio version, fully clothed, sitting in a crowded restaurant. The diners at Katz’ Deli were shocked and amused, as were millions of movie goers.
The scene features one of the funniest lines ever, “I’ll have what she’s having,” spoken by Estelle Reiner, the director’s mother who played one of the restaurant patrons.
This is important stuff for content marketers to grasp and use when creating content that engages the hearts and minds of readers.
If you want your readers to be so moved that they ask you for some of what “she’s having,” then make your stories emotional.
Scientists have shown that humans have an innate ability to feel what others feel through neurons called mirror neurons. These are what allow us to feel empathy, to put ourselves in someone else’s shoes.
Our brain neurons fire just as if we were actually doing or feeling what we see another human doing or feeling. Each time you tell a story about a client, we put ourselves into the picture.
Telling stories about clients who use your services and products isn’t just a marketing tactic. It’s neuroscience in action. Your readers can feel the pain of the client who was frustrated, angry, disappointed… and feel their relief when you helped them out. In those moments, they are that client, they get it. They are right there in the story.
How many of you did that when you watched Meg Ryan fake an orgasm? The director tells us that in test showings, the women in the audience were all laughing. The men were silent. Maybe they were worried… I don’t know. For sure, no one was bored or unengaged…
Try to imagine the feelings your audience of readers will experience when you tell a story. Will it make them want “some of what you’ve got?”
