Ed Nathanson says generic corporate messaging fails because it doesn't emotionally connect. Research shows emotional responses drive buying intent far more than facts. Authentic brands use humor and heart instead of buzzwords.
Chapters
What's really important now as we think about moving forward is being authentic. Now I know you've heard that term a lot. It gets thrown around a lot on the Internet and conversations at conferences. But the reality is it's thrown around a lot for a reason. Because it's really important. People buy from people. And when it's such an important purchase of a career, of a role of something so self important and identifying to someone in someone's life, you can't again underestimate the importance of that connection on an emotional level to a brand and to potentially career opportunity at that organization. So what you have is the sea of noise of disingenuous corporate blah out there, right? That sounds the same, that looks the same. It's been through corporate cleanse by n degrees and 10 million eyeballs and you can tell it and you could smell it a mile away. They all sound the same, they look the same, they, they might think they're different, they're not different. So what stands out is being authentic and being true and genuine in what you're saying and how you speak to your audience. But don't take my word for it. There's actually psychological research behind this. A recent study called Inside the Consumer Mind by Dr. Peter Noor Murray talked about a lot of things that people, consumers of brands see, see, they studied images of people's brains and what they found was when evaluating brands, consumers primarily used emotions, personal feelings rather than information and how they found and thought and reacted to a brand. Right. And what this also found, advertising research also found that people response emotional responses to an ad's greater influence of consumers reported intent to buy than does the actual content, the brand. Right. It's something I've talked about a lot. It's called humor, a heart. The data bears it out. There's a reason from the dawn of theater of man across all countries why those iconic drama masks the happy and sad face exist. It's because that's what human beings respond to. It's that genuineness. It's that if it doesn't make me laugh or make me feel as a person, that's what we do. We laugh and feel emotions. That's what drives intent to buy. And that's what's going to make you stand out. So don't be the corporate blah voice and talk with business buzzword bingo about you know, now hiring or you know, we're hiring and life at. Everyone does life at. We don't want to do that. You want to stand out. You want to be different. You want to be you. You want to be authentic?
