Any content creator has a secret weapon that will connect your audience to you and your content with emotional superglue. It works different ways for different creators, but we all have it, including you.
It’s called The Thing Under the Thing, and it is incredibly powerful when you use it well. Here’s how to find it for yourself.
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💡 RESOURCES
Seth Godin’s Nail Analogy, from his book: “This is Marketing”
Ingvar Kamprad, founder of IKEA: https://en.wikipedia.org/wiki/Ingvar_Kamprad
📝 SHOW NOTES
00:00 Finding #TheThingUnderTheThing #TTUTT
00:57 The Iceberg
02:33 Emotional Transference for better or worse
05:21 What does your audience REALLY want?
08:43 Examples of deeper emotions in different content types
12:29 Attaching ideas to visual representation
13:52 The lamp and Jeff's connections
18:57 The lamp and other connections
20:22 Lessons from a lightbulb
23:11 The emotional power of TTUTT
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