Chapter Six: The Psychology Of Curiosity
The final piece that we'll look at, before we reach the much anticipated climax (also known as launch day), is what Bungie did to give their fans a look behind the scenes and how this helped them create an even deeper connection with their customers by eliciting the powerful emotion ofcuriosity.
After Destiny was released at E3,
Bungie created and released a video documentary to give fans a
behind the scenes look at the game and take them through the
"Making of Destiny" story.In their documentary, Bungie shared
information on Destiny and some of the core ideas behind the game,
including the company's "seven pillars" philosophy, identifying the
seven underlying elements of the early development process that
they adopted to make the game appeal to as wide an audience as
possible, with particular emphasis on making the game accessible to
casual, novice gamers and dedicated fans of the genre alike.
In short: they let people in and
created an opportunity for their fan base to appreciate what went
into the creation of the game thus creating a deeper emotional
connection.
Drew Beson, an incredible artist
from Minneapolis, is brilliant at sharing the process rather than
just the finished project. On his YouTube channel he regularly
shares "behind the scenes" videos that show him creating the art
that he will eventually sell (or sometimes, destroy) and there's a
bit of magic in this.
When you watch Drew paint his
paintings, you can't help but get emotionally invested in the
artwork. Instead of just seeing a painting in its completed format,
you see how much work goes into the piece. You see the care that is
taken to get every line right or brush stroke the right intensity.
It provides an appreciation for the work rather than taking the
finished piece for granted.
On one of his YouTube videos, in
the comments section, Drew says, "I want you to see the work
honestly, in real-time and as far from perfection."
This beautiful example of
realness, authenticity and transparency helps Drew sell more art.
It's brilliant.
In an article for The Guardian, former global digital
communications head for Ford Motor Company, Scott Monty,
wrote:
Many companies have committed
to being more transparent in their operations and communications.
Doing so is clearly in their best interest. It is one thing for a
brand to tell someone what its position is; it is more convincing
to use earned media tell the story on the brand's behalf. But the
most powerful impact is when a company is confident enough in its
process or operations to bring viewers in to see exactly how things
are done. It is the ultimate in show and tell.
Let's focus on the last two lines
of his quote.
Letting people see the process is
not just good for increasing appreciation, and therefore eliciting
an emotional connection, but it is also great for credibility and
trust-building. If you show your demographic the process by which
you create the product, service or creation, it tells them that you
are confident in the how and not just the finished product.
The last line, "the ultimate show
and tell", is what you should be focusing on in your business'
marketing efforts. Give people glimpses into your world the same
way you would have shown your pre-school classmates your latest
"stuffy." Allow yourself to be a bit vulnerable with this piece as
the more authentic you are, the more people will believe what
you're saying. Realness wins every time.