4 Hints That Will Get Your Audience Emotionally Engaged

4 Hints That Will Get Your Audience Emotionally Engaged

Stop describing your Brand and tell a story

People should feel something when they see your ads or content. And yet when your target audience sees or reads your content–your ads or product copy–you get the equivalent of glazed-over eyes during a boring presentation.

Do you get this look?

Is it because you described your product? You listed all its amazing features of which you are rightfully proud. But people want to hear how your product will affect them – not the list of functions.

They want to hear a story. If this is tough for you, join the club. Enter Ella, Mattr’s official shop dog.

Try composing an ad to sell your Dog

To illustrate the storytelling-versus-features list difference, imagine writing an ad to sell your dog. Here’s my “before” copy for Ella:

“Dog for sale. 115 pounds, 30″ high at the shoulders. Hardly sheds. Eats no more than 20 pounds of food per month!”

It’s an accurate description with good selling points, but I felt nothing reading it.

Ella, Mattr's Shop Dog

Ella, Mattr’s Shop Dog

Let’s tell a story, instead:

“My flight home from JFK left late which, together with the strong headwinds, means I’ll get home around 1 a.m. As I walk to my car in the dark, the air is cold, sooty and heavy, more like San Francisco than Austin. On the drive home, I start thinking about the week. It was just ok. It may have been worth the investment but I’m not positive.

I’m wiped, but that taunting 3 a.m. wake up will surely haunt me tonight, feeding on my anxieties. Crap.

I pull in the driveway, the front light is off so I fumble my keys to find the lock. There’s all sorts of crap in the entryway because our bedroom flooded and the furniture is all over the house. I stub my damn toe on an effing bed rail and let loose a tense string of cuss words. I almost want my wife or daughter to wake up and see what upset me. Give me company.

Of course, Ella, my Great Dane, wakes up. She comes wagging with the quiet confidence of a friend who knows when not to talk, and blocks me from going anywhere until I give her some attention.


Great Danes are very effective at this.


I give her a hard, long neck hug. Her nails slide along the floor and her front feet lose purchase but I hold her upright even tighter, she nuzzles me, coos softly.

I make my way to the sofa with a glass of beer and she lightly steps up with that surprising grace of a 280 pound linebacker, and contorts herself into an impossibly small area for her size. Great Danes are very effective at this, too. Her coat smells damp and her belly, when I scratch it, like Fritos. Better than Fritos.

She gently lays her heavy warm head on my lap. She sighs big. I sigh big. Without realizing it, I’m following her steady breathing until we breathe in a steady, synchronized cadence.

I sleep like a ten year old boy and wake up happy at 8 a.m., feeling fortunate that I have this dog.

Sure it’s corny, but I’m starting simple.

Four Hints to Engage their Emotions

  1. Determine the negative emotions your audience experiences that your Brand could fix, eg., anxiety, sadness, frustration, loneliness.
  2. Remember the formula: Beginning = bad, Middle = you came, End = it was great
  3. Make sure your audience can relate to the benefactor-protagonist in your story. If you’re talking to mid-level marketers, help one of them out instead of the Chief Marketing Officer.
  4. Keep it real and simple. That story about Ella and me could be captured in an image and one line of copy, or a six-second Vine, if I were talented enough.

Everything is a Story

Your Brand story could be you, interviewing for a job, or a pitch for a campaign to your agency’s biggest client, or for a budget increase to your boss. It could be the new share feature that makes the consumer feel a part of a community, or the service that helped a product manager launch her product on time.

If you take a deep breath before launching into the feature list, you can create the story that they’ll love.


6 things you say on Facebook that give away your age

6 things you say on Facebook that give away your age


A Persona of FB users on Twitter

A Persona of FB users on Twitter

This article in The Week outlines how the research was done. Basically 15.4 million Facebook messages from 75,000 people were analyzed. Take a look at the image above to see what a productionalized version of personality, demographics, and Interests looks like.

We use the term, “Personas”.

Young : Old

  1. How nice are you? “Stupid freakin damn”: “Family and Friends”

2. How self-centered are you? “I” : “We”

3. Who you shower affection on: “Baby” : “Cat and Dog”

4. Question words: “When and Why” : “Who and “How”

5. When you’re sad: “Sucks” : “Bummer”

6. How you say, “pictures”: “Pics” : “Pix”

About Mattr

Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.

How to Develop Your Own Personality Analysis Algorithms – Mattr

How to Develop Your Own Personality Analysis Algorithms – Mattr

Tons of people (at least 26.7 people at 150lbs each) want to know how Mattr does personality analysis using social data. What words and phrases are used? What other markers are added to the algorithms? What research did we use?

Mattr uses lots of research. I’ve listed out two sources and some interesting bits. Obviously, it’s not exhaustive, although I have little problem in disclosing how we do things.


“$h!t Dude, I’m Starving!”

Remember the acronym, “OCEAN”: Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism. The Big 5 is kind of like the raw materials for a modern day Myers Briggs index. Most current personality surveys map to the Big 5. FYI, Myers Briggs is the Blackberry of smartphones.

Here are some samples how to use the Big 5 based on this research from the University of Md:

– Openness to experiences can be tied to literary likes

– Conscientiousness is tied to use of exclamations such as swear words

Extraversion is tied to perception words such as “hearing” and “feeling”

Agreeableness is tied to biological process words such as “eating” and “pain”

Neuroticism is tied to use of ingestion words such as “drink” and “eat”


Change Your Profile Pic A Lot?














Your behavior on social networks also reveals elements of the Big 5. This study from the University of Texas gives us lots of behaviors to correlate to the Big 5.

Here are just a few:

– Posting Often

– Adding Pictures of Yourself

– Editing Your Posts

– Replacing Your Profile Picture

This is just a taste of the exhaustive research that sourced our algorithms. It’s taken us two years to get where we are and find the right market for personality analysis.

If you’re more interested, drop a note to us from our website.

Online Market Research. It’s Like Riding an Ostrich.

Online Market Research. It’s Like Riding an Ostrich.

“Online Qualitative Market Research”. What the heck is that? And why should I care?


See how much fun he’s having?

If you’re asking yourself these questions, read on. If you’re asking yourself these questions yet do not read on, then when you pull your head from the sand you may find yourself in the most lonely and sad states: irrelevant.

But I know you’re not going to do that. You’re going to ride the ostrich.

Digital. Big Data. Social. You hear these buzz terms and, because they’re labeled ‘buzz terms’, you dismiss them. But think about the companies who dismissed buzz terms like ‘ecommerce’, ‘digital photography’, ‘smartphones’. Would you like to be Barnes and Noble, Kodak, or Blackberry? Of course not – so how can you ease into online market research – qualitative online research, to be exact? Good news – Dr. Paul Rubenstein, CEO of Accelerant Research, wrote an excellent article last month with some solid tips. Here are just a couple:

1. Use online for one-to-one studies. Online may actually be far better than face to face (F2F) in a focus group:

Rubenstein writes, “Unfortunately, if focus groups are being conducted, all interactions are done openly among others, and it is left to the moderator to somehow control the group influence from having the effect of changing participants’ responses to key questions.”

 2. Use online for any exercise that requires special stimuli and arts & crafts skills. You know the drill: rearranging objects, choosing images, etc. These can and should be done online. Like your kid’s soccer calendar.

Rubenstein continues, “Not only can these exercises be better facilitated in an online platform, but aggregating those data is typically done automatically and, with a button push, can be redrawn based on various subgroups among the sample of participants.”

I’d urge you to read the article in its entirety here.  You’ll be inspired to take the first step to move your practice online virtually risk free. And you might find yourself better organized and getting your work done faster. So you have more time to call the coach to see when and where the next game will be played.

Here’s a video of 3 guys racing ostriches.