It is said that the human brain is made up of two aspects, the thinking brain and the “feeling brain”. We are all familiar with our thinking brains. They rationalise, think and generate logical conclusions. As for the feeling brain, we tend to underestimate the role it plays in emotion and motivation, which is actually responsible for enhancing memory and learning.
Reason vs Emotion
Most of us are taught at a young age that a cool head produces sound decisions. The introduction of emotions into the methodical decision-making process is the last thing we want to happen. We tend to think that reason and emotion are separable, that we can alternate between having a mode for thinking and having a mode for feeling. However, we fail to recognise that our emotions also play an important role in rational decision-making. It is the feeling brain that is in charge of our sensory processing that enables us to monitor outside events and events inside our bodies to adapt and switch our behaviour according to the given sensory input. The feeling brain is automatic and instinctive and usually takes place unconsciously without us even knowing it.
Content Creation
What do our emotions and reasons have anything to do with creating content, you say? Well, as a logically speaking human being we would like to think that humans operate from a logical standpoint, that putting mere facts out for our audiences would be clear as day, that a customer would buy our product because they need shampoo. What we don’t realise is that customers have a myriad of shampoo sellers to choose from, and the ingredients the other sellers used to make their shampoo may not even be that different from yours. In fact, it could be the exact similar shampoo, but it is packaged differently with a set of ideologies to attract customers to think that in buying a shampoo that speaks to the type of customers that they are, it is as if the shampoo was made exactly for them.
What’s Next?
So now you will be asking, does that mean I should totally obliterate facts out of my content since you mentioned that emotional appeal is the way to go? That is not entirely true, either. The route to take is really dependent on the targeted audience you would like to attract. In order to appease a designated crowd, you would definitely lose another different scope of crowd. It is simply not possible to want to buy into all the crowds and the entire human race. To win some, you must lose some. That’s the viable way to go.
If you believe that putting out a basic, untargeted concept of content will attract a wider reach, think again, as this will indicate that your product or service is generic. It could work if you are the only person in the world who is selling it, or if necessity, functionality or affordability are your ideology. Even being as bland and as plain as you possibly can, you are still basically putting out a set of ideologies around what you are trying to promote. It can be perplexing and confusing to know what type of audience you want to target, not to mention a long, arduous road to figuring out your true audience.
Never Shy From Asking For Help
If you would like to save your time while also getting the essentials of content marketing done, be sure to reach out to a trusted service provider, such as Cerebellar, that can help you navigate within the scope of your budget.
In fact, feel free to speak with our consultant at +60 11 5625 3291 or email us at info@cerebellar.my to find out how Cerebellar can help strike a balance between logical content and emotional content for your business.
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