Twins under the skin

Twins under the skin - image for article by Greg Alder

Some truths about us humans.

We are motivated by basic needs, such as companionship, shelter and self-esteem.

We are plagued by fears. Death, poverty, loneliness and public speaking are common ones.

We’re more open to messages from those we like than those we don’t.

We respond positively to those who show an interest in us.

We feel a connection with those whose values match our own.

What we feel and what we say aren’t always the same.

These are all deep human truths.

To communicate with any audience, we need to gain insight into why they feel and act as they do.

Only then can we tailor our messages to create an emotional connection.

In a world in which it’s increasingly difficult to differentiate our business by product uniqueness, price or service, emotional connectivity has become critical to securing a competitive advantage.

When all other things are equal, customers will choose us because they like our brand, its personality, its values and its language. Most important of all, they will choose our brand if they feel that we understand them better than others do.

To be a persuasive communicator, we need to be chameleons. We need to be able to shift from thinking as a teenager with a zit outbreak on a first date to a 60-year-old worried she won’t have enough to retire on.

In the bad old days, researchers tried to define audiences by age, sex, postcode or income. If you need convincing of the uselessness of that, assemble 1,000 40-year-olds, 1,000 women, 1,000 locals or 1,000 people earning $1,000 a week and try to find similarities. Good luck.

There are millions of us who look nothing alike but who are connected by common feelings. Every human we meet is our emotional twin. If we demonstrate that we understand these common emotions, our customers are more likely to listen to what we’re saying and buy what we’re selling.

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