Happy St. Patty’s, when we’re all Irish for a day and our emotions run green. What better time to discuss “Atlas of the Heart,” by Brené Brown.
In her latest book, Brown explores the 87 emotions and experiences that define what it means to be human. Even though her subject isn’t marketing, it’s a must-read for those who work in marketing.
Long ago, my college marketing courses spoke of four primary emotions—joy, sadness, fear and anger—and how to use them to market to consumers, how to shout and coerce into buying. Times have changed. While we still study emotions, we now market for consumers, for serving them. As Seth Godin says, “Marketing is the generous act of helping someone solve a problem. Their problem.”
Knowing the emotions of our target audience helps us help them. It helps us solve their problem.
While reading “Atlas of the Heart,” I compiled a list of emotions my clients might be feeling. I then brainstormed ways I can help. Here are a few examples:
- Stress. In recent years, my clients’ stressors have multiplied exponentially. I need to communicate how I can ease their work load.
- Uncertainty. Many in my targeted audience pandemically pivoted into unknown waters. How can I build their confidence in new ways of doing things?
- Excitement. New products. New businesses. Sharing the successes of my clients is encouraging and connects me to them.
What are your customer’s emotions and how can you help? Make a list. Start marketing for your customers.
What I’m Working On This Month
ZoningHub needed a landing page to coincide with an ad it’s running on an industry-related site. Together we presented the problem city planners face and ZoningHub’s effective solution.
Know someone involved in city planning? Send them to ZoningHub!
What I’m Tuned In To This Month
- Goodwill—do you shop or donate? Here’s how thrift stores manage their wares.
- Hill Women: Finding Family and a Way Forward in the Appalachian Mountains: There’s always more to a story than we know, including the stereotypes of Kentucky’s hill country.
- Cardamom, I swoon. You mean it doesn’t originate in Scandinavia?
- Cook for Ukraine: Ukrainian, Russian and Polish go-getters come together with a powerful message for helping others.