Remember our 12 Essential PR Books post from December? Where we included books on the Stellar* reading list for 2012? One of those books was Unmarketing by Scott Stratten. It’s a good book if you’re new to social media (not so great if you’re more advanced) and the author provides an up-beat and casual narrative throughout, while sharing lots of personal stories.
One paragraph in this book really stood out:
“You want to build a business and have people flock to you? Position yourself. Position yourself as the bringer of an emotion that your market wants to feel. I don’t care what the emotion is, as long as it’s about your market.”
Stratten talks about this in the context of producing successful video content e.g. creating a video that evokes the emotion your target audience wants to feel, and he goes into a fair amount of detail around video content in general. His comments made me think about one example of video content that I love: the Holstee Manifesto.
There’s a certain feeling that comes from riding a bike. For some it might be freedom and for others it might be invigoration. The creators say the video is a celebration of gatherings, diversity, life, and the beauty of shared experience. Sometimes I watch this video when I need a bit of inspiration. What emotion do you take from it?
Posted by Renee Creer