I love a good murder mystery. I don’t mean the gory ones, I mean the ones that make you think and try to figure out who done it.
A well-written book intertwines the main character into the lives of others and creates relationships that would not have existed without the tragedy of the murder at hand. I am amazed at the fact that Agatha Christie wrote over 80 books and I have read almost all of them at least once. The amazing part is that they are so well-written that’s the second time I read it I still can’t remember who did it! I thrive on understanding the psychology of the motive and the mind of a person turned murderer because of one particular circumstance. The alibis, the motives, the lies the murderers tell, the psychology behind a murder mystery is fascinating.
Recently I realized that many of the more popular books written by Agatha Christie have been produced by PBS and are now available on Netflix. You can imagine how excited I was. They are produced and directed well, and the acting is very very good. But still I can’t help feeling a little disappointed. The characters and scenery never look anything like the way I imagine them from when I read the book originally. Not even close! And the way the characters interacted with each other was not anywhere near what I imagined it would be. Had I read the book wrong? Why was it so different? Story line was the same and the characters were all there.
The truth is when we read a book, or any content for that matter, we automatically assign images, emotions, and experiences from our own lives to what is going on in the reading material. Based on that your subconscious creates new images, faces of characters, and behaviors between characters that may or may not have been included in the text. The story becomes personal as if we are there living it. People literally get emotionally attached to fictional characters because their subconscious makes such a strong link to the person in the book and there is an emotion involved in this pseudo-relationship. When the book ends, the person is actually depressed and can’t wait until the next book comes out in the series. Should I say, Harry Potter?
How does this relate to marketing? That’s a good question. If you are fortunate enough to know that your prospects are reading material that you wrote, you will need to know that they will automatically attempt to personally connect themselves to your message. If you understand your target audience well, you will already know what their pain points are. Embedding them in an emotional bracket inside your marketing message will facilitate the relationship between your customer and you. They want to understand you, but more importantly they want to know that you understand them. Visual marketing is important and popular for impulse purchasing, and it may drive people elsewhere to get more information. But what really converts a prospect into a customer is their belief that you have a relationship with them. Telling them you understand what they are going through with the needs they have by demonstrating simple answers will provide you with an interested party looking for help. Images and videos are great but my experience has been that early customer relationships are formed through content in marketing.