{"id":9230,"date":"2021-07-08T09:04:14","date_gmt":"2021-07-08T07:04:14","guid":{"rendered":"https:\/\/nadinewilmanns.com\/?p=9230"},"modified":"2025-04-20T22:51:51","modified_gmt":"2025-04-20T20:51:51","slug":"business-and-emotion","status":"publish","type":"post","link":"https:\/\/nadinewilmanns.com\/de\/business-and-emotion","title":{"rendered":"Business and Emotion"},"content":{"rendered":"
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Business\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Words and Photography by Nadine Wilmanns<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tKlick hier f\u00fcr den Text auf Deutsch oder scrolle weiter nach unten <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Business and Emotion<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If the dog in front of the butchers on Broadway Market in London had money it would probably spend it all in there. And it would become a repeat customer quickly. Because the idea of meat makes triggers happy emotions in the dog’s mind.<\/p>

Did you know that clients who feel emotionally connected with a brand spend on average twice as much annually with that brand as highly satisfied customers! The article \u201cThe New Science of Customer Emotions\u201d<\/a> in the Harvard Business Review states exactly that. This doesn`t just apply to brands but to businesses in general: small stores, big companies, creative artists – anybody who has customers. And I can absolutely relate to that.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Emotional Triggers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Say, I wanted to buy fruit. Of course, I wanted the basics to be according to my wishes: I need to find it tasty, it should be fresh and preferably organic, and I want it to look good and appetizing. \u00a0But there are hundreds of stores in London and dozens in my area, that sell exactly that. So, to which shop do I go?<\/p>

This all comes down to emotional connection. According to the article and my experience as a consumer, this is an even more substantial factor than price or satisfaction with a product or service. Why else would people buy from high-end brands like Chanel or Jaguar? \u00a0\u201cYou pay for the name”, people say \u2013 and this is because the brand identity triggers an emotion within us that we like (…or don`t like and in that case, we don`t enjoy buying from that business so much and will run to its competitor at the next best opportunity).<\/p>

According to the article, some of the most common emotional triggers are: feeling special, feeling confident and hopeful, a sense of well-being, a sense of thrill, feeling free, a sense of belonging, feeling like doing something good for the environment, feeling secure, and the idea of succeeding.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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More than satisfied<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If the story of a store, a company, an artist, or a brand triggers one or more of these feelings in a person, this person is likely to become a fan. These stories are usually told most effectively in visuals because images can trigger emotions in us within seconds. If we can relate, we want to support this brand and we feel good about spending money with this business. And as a result, we spend on average twice as much with this business as someone who just has his or her basic needs satisfied (like design, quality, functionality, or comfort).<\/p>

On a side note: This also illustrates why we cannot please everyone, because people’s emotions get triggered by different kinds of visuals \u2013 not everyone has the same hopes, not everyone likes a thrill, or not everyone cares for the environment. And the best stories we can tell are those that are authentic and true to ourselves.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Clients become fans<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Back to this kind of \u201cmechanism\u201d in the fruit example: If I see the images of a food store, they may give me a sense of home (belonging), well-being, or hope for fitness and health. Then I will feel emotionally connected with that store. And if they happen to sell the fruit I like, that will be the place for me to go and buy some. And I`ll probably buy it there next week, too. I will recommend that store to my friends in the neighbourhood. Because I`ve become a fan and want this business to succeed and am happy to be part of that success. So that I can relive the story and the triggered emotions again and again when doing my shopping in that store and when I have its products in my home.<\/p>

For us creative businesses and freelancers this means that we don`t carelessly post bad images of our products but that we make sure that our visuals transport an emotion. Of course, it would be helpful to focus on a handful of similar emotions so that our message can be understood – and felt – clearly.<\/p>

PS. Pictured are the\u00a0Hill & Szrok Butcher`s <\/a>on Broadway Market<\/a>\/London. Also\u00a0peaches at L’eau \u00e0 la bouche<\/a>, also on Broadway Market.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Business\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Gesch\u00e4ft und Gef\u00fchl<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Wenn der Hund vor dieser Metzgerei in London Geld h\u00e4tte, w\u00fcrde er es vermutlich alles in diesem Laden ausgeben \u2013 und er w\u00fcrde schnell Stammkunde werden. Weil die Vorstellung von Fleisch Gl\u00fccksgef\u00fchle in ihm ausl\u00f6st.<\/p>

Wusstest du, dass Kunden, die sich emotional mit einer Marke verbunden f\u00fchlen, durchschnittlich doppelt so viel Geld bei dieser Marke ausgeben als Kunden, die einfach \u201enur\u201c hochzufrieden sind!<\/strong>\u00a0Genau das sagt der Artikel \u00a0\u201cThe New Science of Customer Emotions\u201d<\/a> im Harvard Business Review. Das trifft nicht nur auf Marken zu, sondern auf Businesses \u00fcberhaupt \u2013 kleine L\u00e4den, gro\u00dfe Firmen, kreative K\u00fcnstler, jeder, der Kunden hat. Ich kann das aus eigener Erfahrung nur best\u00e4tigen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Gef\u00fchlsausl\u00f6ser<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sagen wir mal, ich wollte Obst kaufen. Nat\u00fcrlich m\u00fcssen die Basics stimmen: Ich muss das Obst m\u00f6gen, es sollte frisch und am besten bio sein, au\u00dferdem sollte es gut und appetitlich aussehen. Aber in London gibt es hunderte L\u00e4den und Duzende in meiner Gegend, die genau das verkaufen. Also in welchen Laden gehe ich?<\/p>

Das ist eine Frage der emotionalen Verbindung \u2013 und laut dem Artikel und aus meiner eigenen Erfahrung als Verbraucher ist das ein noch wichtigerer Faktor als Preis oder generelle Zufriedenheit mit einem Produkt oder Service. Warum sonst w\u00fcrden Leute von Luxusmarken wie Chanel oder Jaguar kaufen\u2026 \u201eMan zahlt f\u00fcr den Namen\u201d, sagt man \u2013 und das kommt daher, dass die Markenidentit\u00e4t ein Gef\u00fchl in uns ausl\u00f6st, das wir m\u00f6gen (oder auch nicht m\u00f6gen \u2013 in dem Fall kaufen wir diese Marke oder von diesem Business nicht so gern beziehungsweise gehen bei der n\u00e4chstbesten Gelegenheit zur Konkurrenz.)<\/p>

Der Artikel im Harward Business Review benennt einige der h\u00e4ufigsten emotionalen Ausl\u00f6ser: das Gef\u00fchl, besonders zu sein, zum Beispiel. Weitere \u201cbeliebte\u201c Gef\u00fchle sind: Selbstbewusstsein und Hoffnung, Wohlbefinden, Abenteuer, Freiheit, Zugeh\u00f6rigkeit, etwas Gutes f\u00fcr die Umwelt tun, Sicherheit und Erfolg.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mehr als zufrieden<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Wenn das Storytelling eines Gesch\u00e4fts, eines Unternehmens, eines K\u00fcnstlers, oder einer Marke eins oder mehrere dieser Gef\u00fchle in einer Person ausl\u00f6st, dann kann es gut sein, dass diese Person \u00fcber kurz oder lang zum Fan wird. Solche Stories werden am effektivsten visuell erz\u00e4hlt, denn Bilder k\u00f6nnen innerhalb von Sekunden Emotionen in uns ausl\u00f6sen. Wenn wir uns mit dieser Story identifizieren k\u00f6nnen, dann wollen wir diese Marke unterst\u00fctzen und kaufen gerne bei diesem Business ein. Und so kommt es eben, dass wir durchschnittlich zweimal so viel bei diesem Unternehmen ausgeben wie jemand, der der einfach nur die Basics bekommt (beispielsweise Design, Qualit\u00e4t, Funktionalit\u00e4t und Komfort).<\/p>

\u00dcbrigens: Das zeigt auch, warum wir nicht jedem gefallen k\u00f6nnen, weil jeder andere Gef\u00fchlsausl\u00f6ser hat und auf andere Stories anspricht. Und die besten Stories die wir erz\u00e4hlen k\u00f6nnen, die sind, die authentisch sind und \u201eecht\u201c sind, also von uns kommen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Aus Kunden werden Fans<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zur\u00fcck zu diesem \u201cMechanismus\u201d im Obst- Beispiel: Wenn ich supersch\u00f6ne Bilder von einem gem\u00fctlich aussehenden Obstladen sehe, kann mir das beispielsweise ein zu-Hause-Gef\u00fchl (Gef\u00fchl der Dazugeh\u00f6rigkeit) geben, oder das Gef\u00fchl von Wohlbefinden, oder Hoffnung auf Gesundheit und Fitness. Dann werde ich mich mit dem Laden emotional verbunden f\u00fchlen. Und wenn`s da das Obst gibt, das ich mag, dann kaufe ich da. Und n\u00e4chste Woche vermutlich wieder. Ich werde den Laden auch meinen Freunden in der Nachbarschaft empfehlen. Denn ich bin ein Fan geworden und w\u00fcnsche dem Laden Erfolg und will gern dazu beitragen. Damit ich die Story und die damit verbundenen Gef\u00fchle immer wieder erleben kann, wenn ich dort einkaufen gehe und wenn ich dessen Produkte zu Hause habe.<\/p>

F\u00fcr uns kreative Businesses oder Freiberufler hei\u00dft das, dass wir nicht achtlos irgendwelche schlecht aufgenommenen Produktbilder posten sollten, sondern immer darauf achten, dass unsere Visuals ein Gef\u00fchl transportieren. Und dann w\u00e4r`s nat\u00fcrlich gut, wenn wir uns auf eine Handvoll \u00e4hnlicher Emotionen konzentrieren, damit unsere Botschaft klar erkennbar – und zu f\u00fchlen – ist.<\/p>

PS. Auf den Bildern sind Hill & Szrok Butcher`s \/<\/a>\u00a0Broadway Market<\/a>\/London, und Pfirsiche im L’eau \u00e0 la bouche\/<\/a>\u00a0Broadway Market.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

How emotional storytelling helps your business. Did you know that clients who feel emotionally connected with a brand spend on average twice as much annually with that brand as highly satisfied customers!<\/p>","protected":false},"author":2,"featured_media":9233,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"SHINE AND GO WITH THE FLOW.\nHow do you react when people don`t act how you would like them to act and when situations don`t turn out as you would like them to go? ","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[393],"tags":[389,326,182,146,148,398,171,153,57,173,75],"post_folder":[],"class_list":["post-9230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-creativity","tag-business-photography","tag-creative-business","tag-creativelife","tag-creativity","tag-freelancer","tag-marketing","tag-photoblog","tag-photographer","tag-photography","tag-photographyblog","tag-storytelling"],"yoast_head":"\nBusiness and Emotion ⋆ Blog ⋆ Nadine Wilmanns Photography<\/title>\n<meta name=\"description\" content=\"On my blog I write about professional creativity. 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