Do you know who is a master at creating content truly resonating with their audience?
And in this post, you'll discover how you can use "Pixar power" to take your marketing to a whole new level.
So, Pixar just won ANOTHER Oscar for best animation for their film Inside Out. To put this in perspective, the award for best animation has only been around for 15 years and this is the eighth time they’ve won it.
That’s some impressive domination of a field.
Did you know if you watched a non-US version of Inside Out you might be shown a slightly different movie?
For example, if you watched the movie in Japan, the food Riley hates is not broccoli, but green peppers.
Also, depending on which version you watch, you’ll see Riley’s dad daydreaming about hockey or soccer.
Why these differences? Here's what the movie's director said about it:
This attention to detail shows us something very important:
Pixar truly understands the need to resonate with its audience on an emotional level.
In total, Pixar localized 28 graphics across 45 individual shots for the movie and it’s this meticulous attention to the details that might explain why they have been so successful.
While the changes seem small, the impact it has on the viewer is massive. It takes advantage of a powerful psychological phenomenon by creating a shared social identity between the movie and the viewers. It does this by developing a sense of oneness and understanding through shared emotion and feeling.
This sense of oneness based on shared emotion and feeling is where the power lies. You can use this principle in your own business to increase your conversions by matching your message to your target audience.
A sense of oneness based on shared emotion and feeling is a powerful way to increase conversions.
Before I show you exactly how you can find out what words and feelings resonate with your target audience, I want to explain why it works...
Use a Shared Social Identity & Instantly Connect With Your Audience Like Pixar
Kurt Vonnegut coined the term “granfalloon” and defined it as proud and meaningless associations of human beings.
He beautifully describes the power behind the psychological phenomenon with a straightforward exchange about Hoosiers, which is simply: a person living in the US state of Indiana.
In the social psychology world, it’s known as the minimum group paradigm: the creation of a shared social identity generates a sense of oneness within the members.
It’s startling how small and meaningless the shared group criteria can be before complete strangers start acting like close friends (and discriminating against the out-group) because of the arbitrary grouping.
One experiment had subjects express their opinions about paintings by artists they had never heard of. They were then assigned either to a group that appreciated Klee or to one that enjoyed Kandinsky. Unknown to the subjects, the grouping was randomly assigned and had nothing to do with the paintings they had picked...
Nevertheless, despite the fact the subjects were total strangers prior to the study, they acted as if those who shared their meaningless label were their best buddies. They rated others who shared their label as more likely to have a pleasant personality and to have produced better output than out-group members.
How To Create Your Own Hoosiers
How can you use this in your online business?
By discovering the words and emotions your customers use when they communicate and then using it in your website copy, opt-in offers and ads.
When you share the same buzzwords and slang as your audience, you become someone who is on their side with a deep understanding, and not some foreign entity. You create a sense of oneness based on shared feelings, resulting in more favorable attitudes all around.
The most important element of copywriting that works is how well your message matches up with the way your prospective customers view things.
You need to understand what your audience hates, loves, treasures, respects, fears and struggles with. When you connect with your audience on this level, everything you create will be more compelling because you understand them and they feel understood.
Before you can match your message to your audience, you should have a general idea of who your audience is (demographics). I’m not going to go into how to do that in this post but here’s some resources to help you, if you need it:
After you know who they are, you need to understand their mindset and unlock the words they use.
4 Ways To Unlock Your Shared Social Identity
1. Start With The Low Hanging Fruit
After you have put in some time understanding your audience’s demographic you should have a good idea of other websites they frequent. These websites are popular for the same reason Pixar is successful: they have found a way to resonate with the people consuming their content.
Why not piggyback on their hard work and figure out the words and message THEY are using successfully with YOUR audience?
Before I show you how to find the most used content and words on the websites your audience is reading, let me show you an example...
I’ve picked two websites with what I imagine have two different audiences, and therefore, probably use different mindsets and language to connect with their readership. The first is Oracle’s Marketing Blog, which features advanced, industry level, marketing content. The second is Eat.Sleep.Wear’s Blog, which features female focused lifestyle and fashion content.
It’s not a stretch to imagine there will be two different types of people reading these two websites. But is the language they use really different?
A quick way to find out is to build a wordcloud from each of the website’s RSS feeds to see their most frequently used words:
Words Jumping Out:
Words Jumping Out:
2. Google Surveys
Google surveys are a great way to learn about your customers because they are free to create, and they automatically organize the responses into a Google Sheets form for you.
The best place to use these is in an email to your list and a great strategy to use is to learn the general level or where your audience’s focus lies, what has been working for them and what they are struggling with.
Make the first few questions short and easy to answer using multiple choice and checkbox type questions (make them required). Not only will you get more responses, but it will also be easier to analyze later.
3. Customer Calls
Once you have someone ready to hop on a call with you to discuss your product, it’s important to be organized and have a method/system in place. This ensures you get the maximum benefit from talking to a real customer while minimizing wasting time as it’s easy to get into less-helpful conversations.
The most important thing is to have a “problems and current solutions” focus, which basically means to steer all discussions away from features. This is because it’s not an end-user's job to think about features. Generally speaking, the end user's feature ideas won’t be very good.
It's your job to find out your customer's problem and then create the best solutions.
4. On Site Surveys/Chat/Polls
This is a more advanced level option as the resources I’ll link to below are paid services. However, they are great to get more targeted responses from your audience. You can choose specific pages to place the survey/chat/poll boxes, like your sales and order pages to try and understand what is stopping visitors from buying - confusing checkout process, bad pricing, more questions to ask, etc.
The One Who Better Understands Their Audience Wins
You will be able to drastically improve your conversions and engagement if your audience feels like you understand them.
There is SO MUCH you can use this new information for it could easily be an entire post, but I’ll give you a few ideas and examples here:
Your Headlines And Blog Content
Your Ad Copy
Your Opt-In Forms
You need to understand your audience like Pixar works to understand theirs. They are a huge and successful company, but they still take the time to ask their audience if their stories make sense and then adjust their animations accordingly.
You should be doing the same with your online business and then using what you learn to create more fascinating and click-worthy copy, ads and opt-in forms.
Was this helpful and actionable for you? How do you try to resonate with your audience? Let me know in the comments below!