Perception and articulation we experience and through experience, we transform.
Words and headings are just vehicles to deliver this experience.
The meat of every piece of content is this nebulous, intangible and yet so real experience.
So how do you nail this experiential component? Let's Bite On Together:
A user-centric experience is not created or delivered in a bubble.
It's not just a website, a blog post, or an electronic newsletter.
This is about the world around your audience. Where do they come from? Where are they going? Where do they want to go? How do they want to get there? What happens in their heads when they get there?
What is YOUR story, what is their story, and how do they intersect at the moment to make sense?
What does this experience tell? What is your big image, what is their big image, and how do they intersect?
User-centric does not mean you erase from the story.
It's about knowing how you change the course of this story, from your audience's point of view.
Design with a large "D".
Conceptual thinking is an iterative process that connects innovation and creativity.
It encompasses the act of empathy, definition, ideating, prototyping and testing. (It means getting back on your own, stopping to sit on your hands, wanting to admit that you could be wrong and doing something already.)
This includes people, product, place, process and performance.
It is a holistic and disciplined approach to creation that embraces the complexity of the world and the people who live there.
This means the will to try different expressions, to fall flat on your face, to refine to get closer to the dime.
An experiment (eg taking the steps to place an order on a website) is not necessarily experiential. Something experimental gives a deeper impact, speaking to the guts and not just to the brain.
Transformation is not simply cognitive or rational. It starts with resonance. It is driven by empathy, carried by emotions, and anchored with a twist / punch in the bowels that changes the audience's perspective forever.
It's more than the same old pain points, benefits, twist the knife.
This means that you need to make your audience feel – not just their pain but the possibilities. Bring them to experience the transformative potential of your work at the cellular level … to make them feel through the process.
How can you create a sensation when they interact with your content? How will you send tingles on their thorns?
How will you deliver the experiential transformation with the power of words by imbuing your intent in everything you create?
But this experiential process is not just about your audience. It's also about you.
It is about you who are experiencing YOUR body of work.
In the process of articulating your values, beliefs, points of view and beliefs, you experience them in a perspective that allows you to refine the narrative and relate dots.
This gives you space to anchor yourself in your niche by finding your place in the world.
Smooth them up, read them aloud. Do they seem true to you? (Not just your brain saying "hmm, it sounds good.")
How do you feel? How does your body react?
Let the process get you on your knees. Be vulnerable responsible.
Chew the words and question everything. You have nailed your unique point of view (POV) when you feel the tingling.
Gather the courage to tell your story. (Because when you do it right, it can be painful!)
Transformative storytelling helps you live your own journey from the perspective of the world around you and gives you clarity of context.
It's the thread that connects the nude and the public in a deep, experiential level – the level of how they know you.
Content Experience Design
All of these pieces are woven into a web that connects you, your audience, and your body of work into a meaningful ensemble that addresses you to the world around you and your audience.
HONEST MARKETING begins by creating a link between our message and our SELVES; and a resonance between our message and our audience.
It starts with articulating and expressing this idea inside you, so you know exactly what you are doing and why you are doing it.
If you do not feel it, do not blame your audience for not having it.