If ever there was a must-listen episode of this podcast, this would be it. The idea Jeff discusses here is the closest thing any creator can get to emotional superglue between you and your audience. What is it? It’s called The Thing Under the Thing.
Imagine creating content that caused your audience to have an emotional reaction – for them to FEEL things? This is literally the single biggest reason people engage with content in the first place.
And what if those feelings caused your audience to build emotional connection with you and your content, and they watched more and more of it, blowing up your engagement and watch time, maybe even remembering you or your content for years to come?
Not only is it possible, it happens every day. Here’s how it can happen for you.
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RESOURCES
Breakthrough Advertising, by Eugene Schwartz – the exclusive, estate-authorized source for copies that don’t cost $500 on Amazon (not kidding!) https://breakthroughadvertisingbook.com/lp1/
Sam Kolder – https://www.youtube.com/c/koldstudios
Video by alpha m. – QUICK & EASY HOME HAIRCUT TUTORIAL & TIPS (How to Cut Your Own Hair), https://youtu.be/-ewJDxnYkNU
SHOW NOTES
1:27 Why this episode is so important – the history of The Thing Under the Thing
3:10 Episodes to listen to first: How to Tell a Story, How to Give Your Audience What They Want, Pt 1
4:49 Maya Angelou: People will never forget how you made them feel.
5:20 We can’t MAKE anyone feel anything.
6:11 About Eugene Schwartz and how to get Breakthrough Advertising
7:36 The most powerful material lives and dies by tying into the emotions of the audience
9:19 How to make people feel things: speak to the right people, tell a story, and talk about what they already care about
10:20 The iceberg metaphor – what’s above the surface is The Thing, the far greater amount below the surface is The Thing Under the Thing
12:17 The Thing Under the Thing is a surface idea connected to a deeper concept
13:07 When the connection already exists: symbolism and the American flag
14:44 The Thing Under the Thing: meanings that get attached to the American flag
18:49 When the connection is actively created: horses, puppies, and Budweiser beer
22:39 The Thing Under the Thing on YouTube: relaxed travel videos vs Sam Kolder adventure videos
25:33 The Thing Under the Thing in YouTube tutorial videos: cutting your own hair in the pandemic!
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