Our need to “connect”

You are walking down the street and you see a colleague walking the opposite way. You could keep walking, but you feel the need to call out to him/her – and once acknowledged – you take the time to talk with them.

You are at home and you have the opportunity to spend a quiet night alone but you decide to reach out by phone to your closest friend – to talk and catch up on each others’ lives.

You have been in two bad marriages, yet the first thing you think of is getting back into the dating scene – hoping to find the “one” to be with.

Bill Murray once said, “We need each other. It’s lonely to really effectively live your life, and anyone you can give help to, or get help from, that’s part of your obligation”.

But why does this happen? Fundamentally, human beings have an inherent need to connect and this occurs every minute of every day.

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When it comes to advertising – this concept of connectivity also applies.

It is simply not true that people hate advertising – they just want/need to connect with that advertising. They need to feel that the message applies to them directly and is not just a generic statement of the product benefits.

As advertisers, it is easy to create a campaign that talks about your product and that provides information about its value/benefits. But for years, research has shown that the consumer is ignoring these kinds of messages.

It is much more difficult to create a compelling story that draws the customer in, and let’s them see themselves in your product or service. but it is also much more effective.

To accomplish this – you need time, a good strategy and a great message that has been carefully crafted to resonate with your target audience.

We know this approach works – so why do so many businesses continue to insist on taking the easy way out?

Find a way to truly connect with your customers.