We have seen that some vsnaps create what we would have to call an astounding level of emotion and delight for the recipient. This post is intended to offer insight into how you can create that kind of message, and that kind of reaction.
Let’s say that most vsnaps that capture a belief and meet the standard of being authentically personal rank between 7 and 10 on a scale of 1 to 10. The vsnaps this post is about rank 100. They require a new scale. In terms of emotional impact, we’re talking about a different order of magnitude.
This is important to understand, because that kind of gushing delight is like the fuel they use in rocket ships. It’s the thing you need to escape the atmosphere. Every business wants to create that level of feeling among its customers and partners and employees.
So we gave this a lot of thought and here is what we came to believe. That creating vsnaps of this kind of impact is not entirely in your control. It has to do with the emotion of the recipient prior to receiving the vsnap. In other words, the vsnaps that we’ve seen create the most overwhelming response are those that reach the recipient at the time of an emotional event. She has just launched a company. He has just received a promotion. She just made a big purchase. He attended a high school reunion. She just got engaged. Etc. These are events that affect that person’s identity. Their sense of self.
Note that while businesses can’t always create that state of emotion that makes for a game-changing reaction, they can identify indicators and watch for them – then send vsnaps when those moments present themselves.
Examples of indicators are purchases that connect with obvious emotional events. What does a woman who just got engaged do? She registers for her bridal shower. What about the status updates that come from our online social networks? Our birthdays, broadcast by Facebook, are emotional. Job promotions, shared on LinkedIn, they represent emotional events. The tweets of candidates we are trying to recruit can tell us when they are experiencing something special or scary or awesome. This is when your vsnap can really just blow someone away.
We would love to hear your thoughts on the most effective vsnaps you’ve sent, and what you think made them work. Feel free to tweet us or comment below.