How to Uplift Your Audience Mood in Troubling Times?How to Uplift Your Audience Mood in Troubling Times? https://www.visualstorytell.com/wp-content/uploads/2022/03/Uplifting-your-audience-mood-thumb.png 366 222 Shlomi Ron Shlomi Ron https://secure.gravatar.com/avatar/906bcce31d9695cb030087534b5f0f6e?s=96&d=mm&r=g
- Shlomi Ron
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It was mid-’70s in the fall. I was in my early teens.
I was walking back home from the local market, feeling down.
The darkness and chill that fell on my neighborhood didn’t help.
My head was having a “storyteller fest” of all the things in my life I felt didn’t work out my way.
From demanding schoolwork, annoying friends, and that in general nobody really cares about me.
When I got home nobody even noticed.
Then my mom entered my room, dropped a wrapped brown package, and surprisingly said:
“As I was doing errands today I came across this tracksuit I thought you’d like.”
In one swoop, my mood completely changed.
A tidal wave of delight and happiness washed all over me.
First, you need to realize this tracksuit was not like the common blue white-striped cotton ones you’d see everywhere.
Nope! This tracksuit was in green and made out of a stretchy polyester mix with two zippers at the bottom hems.
The green tracksuit became my all time favorite wear for playing soccer with my friends, gym classes and just hanging out.
To this day, this tracksuit brings up warm memories about how anything is always possible.
Especially, if for some reason you’re currently feeling down.
Why am I telling you this story?
It’s a simple example that shows that our human mood is quite elastic and can easily change poles quite rapidly.
All it took to break an internal negative dialog was the simple act of caring.
The fact that I’m telling you this today eons after it happened shows you the long-lasting effect of small, yet meaningful acts of kindness.
What is a mood?
“In psychology, a mood is an affective state. In contrast to emotions or feelings, moods are less specific, less intense and less likely to be provoked or instantiated by a particular stimulus or event. Moods are typically described as having either a positive or negative valence. In other words, people usually talk about being in a good mood or a bad mood.”
So, find out what worries your audience these days. You can do it through direct interviews and indirect social listening to gauge audience sentiment.
Two areas to watch out for
There are internal mood vibes that relate to your product experience you can change, and the external mood affected by world events beyond your control.
No doubt, these are confusing times.
We all thought we’re just out of the woods with Omicron, and now the whole world is dreadfully watching the news coming from Ukraine.
Showing brand solidarity with Ukraine has been quite popular but it’s a delicate balancing act. So far we’ve seen from symbolic flag posting on social to a complete cease of operations.
Like any social impact initiative, it takes careful attention as it could easily backfire if there is no real meaning behind.
That’s why for those things that you do control: What can you do to lift the mood of your audience?
Or borrowing from my story above:
What’s your Green Tracksuit strategy?
Seven years ago, I published an article on LinkedIn, arguing Why It’s Time To Replace “Random” With “Routine” Acts Of Kindness.
I still think it’s valid both in our professional and personal lives.
These happy surprises could range from extra mile customer experience gestures to sharing what I call little stories that can help humanize your brand.
Need help? Feel free to reach out by booking a chat.
Until next time, continue spreading stories that cheer up your audience and make them feel they support a brand that truly cares.
Shlomi Ron is the founder and CEO of the Visual Storytelling Institute, a Miami-based think tank with a mission to bring the gospel of visual storytelling from the world of art into a more human-centric and purpose-driven marketing. A digital marketing veteran with over 20 years of experience working both on the agency and brand sides for Fortune 100/500 brands such as Nokia, IBM, and American Express. He started VSI to combine his marketing expertise with his passions for visual stories stemming from interests in classic Italian cinema and managing the estate of video art pioneer, Buky Schwartz. At VSI, he helps brands rise above the communication noise through visual storytelling consulting, training, and thought leadership. Select clients include Estée Lauder, Microsoft, and Cable & Wireless – to name a few. He currently teaches Brand Storytelling at the University of Miami’s Business School. Thought leader and speaker at key marketing conferences. He is also the host of the Visual Storytelling Today podcast, which ranks in the top 10 best business storytelling podcasts on the Web. His book: Total Acuity: Tales with Marketing Morals to Help You Create Richer Visual Brand Stories. Outside work, he is a nascent bread baker, The Moth fan, and longtime fedora wearer likely to jive with his classic Italian cinema interest.All stories by: Shlomi Ron
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