I’m currently reading a fantastic book called Built to Love that’s basically about building emotion into your products:
In the authors own words:
“Built to Love reveals why product emotions are critical to the long-term success of a product, whether the product is service or physical or software, business-to-business or consumer. Built to Love also describes how to create products that people love so much they can’t see themselves without them.”
It’s a great read so far and one of the first topics covered is supported vs associated emotion. Associated emotions are classified as emotions marketers try to relate to their products through advertising. Supported emotions on the other hand are what you actually feel when you use the product, in other words they’re real not faked through slick advertising. Obviously long term you’re going to get more love from your customers when the emotions are real and not faked through misleading advertising.
It got me thinking about web companies that fall into the faking emotions trap:
Vistaprint
Buying from the world’s biggest print company is going to make you feel like you’re saving the planet? Come on please.
PayPal
Buying things on your mobile will make you happy, I promise.
Yahoo
No comment…
Don’t let your business fall into the fake emotions trap!
I think that much of this comes down to a book I read some time ago called “BE” by Tim Pethick of Nudie Juice fame. The books core message is about authenticity and that the great brands of the world don’t just talk the talk they walk the walk. your ability to be authentic about your motivations for business have to be at the core of your story. Either your dad was a pizza chef so you started a pizza empire or you saw a gap in the market to make millions, either way just be authentic about your motivations.
This has got to be essential for any business in this social media age where anytime you bull*hit your bound to be caught out. As my favourite mentor Gary Vaynerchuk reminds us, Joe public now has an amazing Bull*hit radar, so don’t bother trying to be someone you’re not because you will lose that all important social equity.
Thanks for the tip, I look forward to grabbing a copy of the book.
Totally agree with the Bull*%$@ radar, there’s no place to hide on the web. Stop in the Pollenizer office if you want to borrow my copy of the book.
Love to but unfortunately even though I have a penchant for Start ups I live in Brisbane.
Very generous offer though, thanks.