Emoto Marketing: Is This a Trendlet Aborning
December 26, 2019
I read, quite by accident, a write up mentioned by a young executive at a holiday party. The essay manifests what I call “emoto marketing”. This is shorthand for an emotional, sensitive, I-want-to-help approach to selling consulting services.
You can read this interesting sales pitch at Leowid, which is the author’s shorthand for himself. The essay is “I Coached 101 CEOs, Founders, VCs and Other Executives in 2019: These Are the Biggest Takeaways.” Be aware that there is a pop up enjoining the reader of the essay to “join me for regular adventures into the unknown.”
Now if there is one thing that, in my experience, makes high performers nervous is the unknown. Plus, there’s the risk of failure, which today includes allegations of improper behavior, missteps memorialized in pix from a college party, and plain old human failings like alcohol, synthetic opioids, and friendly Uber drivers.
Straight away, I translate the 101 into one therapy session every three days or a couple of conferences with 50 and a half shattered attendees. Either way, the learnings from these emoto interactions could be indicative of why software able to figure out the emotional payload of an email will thrive in 2020. Doesn’t everyone one a semantically, context aware daemon buzzing in one’s mobile device?
Let’s look at three of the findings; read the essay for the other insights. Be sure to sit down, however. The revelations may knock the wind out of the sails of your 75 foot sailboat.
- People are “bags of emotion.” I sort of knew this after I learned a person unhappy with holiday gifts, pulled out a weapon and began taking pot shots at the gift givers.
- Manage focus, not time. I understand that paying attention and listening are important. I watch LivePD and see how the inattentive find themselves in uncomfortable situations.
- Boundaries create connections. The social graph is important to the emoto marketer.
To sum up, the essay combines pseudo science, self help, and MBA speak with unabashed emotional appeals. If facts won’t work, go for emotion.
DarkCyber will focus, not just listen, in order to discern other examples of this approach to selling services. Imagine an emoto marketing campaign from McKinsey & Co or a government agency.
The author trained as a trauma therapist and lives in Vienna, Austria (a very flexible and emotional city I believe). Oh, the author lives near a forest.
Fascinating.
Stephen E Arnold, December 26, 2019
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