Take a minute to think about the last time you took action on something? I’m guessing that there was an emotion attached to that decision. Am I right?
Point being. Our emotions drive our actions. The advertising and publishing worlds know this and have made it part of their DNA for decades.
Even the scientists dig this one. I’m particularly fond of this quote from world renowned Canadian Neurologist Donald Calne – “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions”.
So how do we make this work for us in the world of online community engagement? Here are a few thoughts.
- Get a bit controversial.
- Engage on the topics that scare you most – they may end up being the most rewarding and genuine outcomes you have.
- Engage on the things that MATTER to your community. Asking them to read an 80-page plan on the “Future of their World as They Know It” is going to get you snooze-worthy results at best. Tease out the hot topics and refer to points 1, 2, and 3 above.Think about how you can use rich media, imagery and thoughtful questioning to incite a bit of emotion.