1.0123 Reg Blog: Small business tips, insight and advicehttps://www.123-reg.co.uk/blogWill Stevenshttps://www.123-reg.co.uk/blog/author/will/rich600338<blockquote class="wp-embedded-content" data-secret="IL8JNIjqwL"><a href="https://www.123-reg.co.uk/blog/videos/using-emotion-in-business/">Using emotion in business</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.123-reg.co.uk/blog/videos/using-emotion-in-business/embed/#?secret=IL8JNIjqwL" width="600" height="338" title="“Using emotion in business” — 123 Reg Blog: Small business tips, insight and advice" data-secret="IL8JNIjqwL" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script> /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://www.123-reg.co.uk/blog/wp-includes/js/wp-embed.min.js </script> https://www.123-reg.co.uk/blog/wp-content/uploads/2015/08/rob-thumb-square.png741741In this the latest video from 123Conf, an event held at Google’s London headquarters earlier this month, Rob Mathers will explain how using emotion can help you build a stronger business. The video is full of great tips and explains how this is a technique that can be used by companies of all sizes. Click the play button to begin. Hide Transcript Hi everyone. My name is Rob Mathers, I’m a marketing executive at 123-reg and I’m here today to speak about the topic of using emotion in business. What I’m going to do in this talk is I’m going to run through how you can use emotion within your business hopefully to get more new clients, to retain the clients that you already have and also how you could potentially enjoy your work even more for using this approach.I just want to start off by giving a brief overview of what my talk will entail. Firstly, I’m going to give a little bit of a definition as to what I mean specifically about using emotion just so we’re all on the same page. Then I’m going to give a little bit of context about how emotion sits in business in general and then I will go on to showing you how you can start implementing it: firstly how you can define the emotions that might work for your business, how you can make them scalable over time and lastly how you can also make them authentic and believable over time, which is really important as well. Starting with it, just giving this definition of what I mean by using emotions. What I mean is very general but it’s presenting your business to evoke a positive emotional response from your audiences. When you’re doing your work you should always have “who your audience is” in the back of your mind and be focusing on “how is the audience going to feel about this piece of work”. That does sound very simple and it does sound very obvious as well. The thing is, I think you would be surprised about the frequency with which work is done where the customer isn’t always at the forefront of the person’s mind and sometimes gets neglected. They don’t really think always about how that person feels and I think that is really important in terms of driving success for your business. A bit of context about how I feel emotion in general is used in business. The first thing I feel about it is I feel it’s quite misunderstood and it’s often overlooked. For example, people tend to get quite uncomfortable about the idea of talking about emotion in business and they don’t seem to realise that they likely already do use this, if it’s only establishing the trust necessary for someone to convert with you for the first time, to create the excitement needed for someone to share your content or to recommend you to other people. I think as well businesses in general are quite reserved in terms of emotion. They tend to very much focus on their product specs, making those extremely good and talking about those. They don’t often go beyond those very far to really try and make audiences feel strongly about who they are as a business, what they believe in, the way in which they do their things and the way in which they create the products and their services. Because of these two things I do feel that the use of emotion within business can be significantly improved, the main reason why I’m here to give this talk today. What I’d like to do now is just run through a list of some of the reasons that I’ve heard in the past as to why people don’t really use emotion enough or try and not use it that much. The first one is they say: Look, it doesn’t apply to my industry or it doesn’t apply to my product. You might have someone saying like: Look mate, I sell hoovers for a living. Nobody cares about hoovers. That is a fair point but the thing is that even if you work with a product that has no emotional resonance itself, it doesn’t mean you can’t create a brand in that product that does have emotional resonance. So if I were to use the example of hoovers, people don’t care about hoovers in general but they do care about the Dyson brand. What they’ve been able to do is to go beyond just thinking about hoovers and they stand for things like richer engineering, they stand for innovation and they stand for the creativity of new ideas to have that emotional connection with their customers. Another good example would be the Aeron chair. I don’t think people in general really care about that much about office chairs. In my case all I really want from an office chair is for it to be comfortable to sit in. But Aeron, when they released this chair, they made the chair a state to symbol of who you were in the office, depending on where you sat, and therefore could have that emotional connection with their customers. Last example I’ll give on this is planes because people I don’t think care that much about planes People I think see it almost like a boss company but they think “ok, I want to get from point A to point B, and I want it to cost as little as possible”. This is arguably why airlines like Ryanair are so successful. But what Virgin did is when they started doing an airline they were thinking beyondplanes, they started thinking about the experience of flying, about who people feel when they are flying. So they’ve been able to create that emotional connection and because of that, if you do have a bit more money spare for your travel, you might be more likely to go with Virgin Airlines than going with an