It turns out that Shakespeare was wrong. The effort of maintaining this appearance creates a gap between what we feel and what we say, and between what we say and do. As a couple on their first date are speaking subtitles appear saying what they really mean. Your supporters and prospects do exactly the same thing. So how do you tap into their emotional sub text? By not listening to what they say, but studying how they look as they say it.
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It turns out that Shakespeare was wrong. The effort of maintaining this appearance creates a gap between what we feel and what we say, and between what we say and do. As a couple on their first date are speaking subtitles appear saying what they really mean. Your supporters and prospects do exactly the same thing. So how do you tap into their emotional sub text? By not listening to what they say, but studying how they look as they say it. The emotional part of the brain is much larger than the rational.
The rational brain literally grew out of the emotional brain and remains intricately tied to it. The signals that run from the emotional brain to the rational outnumber those running in the opposite direction by a ratio of 10 to one. Consider the fact that only the sensory and emotional brain centres direct our muscle activity. Feelings happen before thought and they happen at great speed.
When making a decision we go with our gut and then use intellect for justification after the fact. No matter how emotional an appeal may be at draft stage, when it comes to sign off we find comfort in throwing in a few statistics just for good measure. Perhaps our sector has had a valid point in being wary of emotion.
Without an accurate measuring tool, how can emotions be strategically anticipated or tactically handled? Facial coding presents a quantifiable answer. At their most basic, the emotions can be boiled down to seven archetypes: surprise, fear, anger, sadness, disgust, contempt, and happiness. Our face reveals which of those we are feeling before we are consciously aware of it.
Emotional facial response is so universal, so innate that even a person born blind displays the same facial expressions as those who can see. Facial coding offers a viable means of measuring and managing emotional responses.
Companies using this method are able to design their offering based not on what people say but on what they truly feel, with staggering results. In one instance almost 60 per cent of participants viewing a test television ad gave a positive verbal response, but their face their true self revealed that less than a third had a positive emotional response.
Imagine the tremendous possibility for good this offers our sector. Being on message is not enough. Success depends on being on emotion.
Nowhere is this more true than in fundraising. We have a real opportunity to change the face of fundraising. We owe it to those we serve. Charlie Hulme is managing director of Donor Voice.
He is an expert on taking the guesswork and subsequent time, effort and money wasted out of strategy. He helps charities dramatically improve performance, value and retention. Dan Hill is a recognised authority on the role of emotions in consumer and employee behaviour with more than 15 years of experience operating his scientific, emotional insights consultancy: Sensory Logic, Inc.
Dan Hill is a frequent speaker at conferences and seminars all over the world. But is he right? The views of the author are, quite obviously, solely his own Emotional storytelling keeps popping up on SOFII and rightly so given its importance to fundraisers everywhere.
We love receiving new exhibits from around the world, so please share your fundraising stories with us. Why not help us reach more people by translating exhibits into your language? Carolina Herrera, project manager — Joanna Culling —.
The face is a picture of the mind as the eyes are its interpreter. About the author: Dan Hill. Read more. Want to get inside your donor's brain? Try storytelling Emotional storytelling keeps popping up on SOFII and rightly so given its importance to fundraisers everywhere. Share Twitter Facebook LinkedIn. SOFII speaks your language. Twitter Facebook LinkedIn. Company registered number
Emotionomics: Leveraging Emotions for Business Success
Many companies have not yet accepted that fact, much less acted on it. In this fully revised edition, Emotionomics will help you to understand emotions in terms of business opportunities - both in the marketplace and in the workplace. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve competitive advantage. Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management.
Emotionomics – Leveraging Emotions for Business Success
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