Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness & science. Blending commerce, consciousness & curiosity between calls brings you insights to make you think & think again.

In this edition, we embark on a journey into the realm of ethical and effective emotional advertising, where we explore the significance of safeguarding customers’ privacy and consent while fostering genuine emotional connections. Then, we delve into the prevailing issue of toxic productivity and look at a comprehensive guide on creating a balance between personal well-being and ambitious pursuits. Finally, we venture back in time to the 17th century, uncovering the captivating history of clickbaiting through the groundbreaking work of a visionary natural philosopher who revolutionized popular science writing by employing tantalizing titles to captivate readers. Let’s dive in !

Kabir Says –

“What do you get when you put emotional ads, toxic productivity and centuries old clickbait together ; heartstrings, hard work and historic hooks ”


Advertising With Emotion

Did you know that emotional messaging in ads has a 2X impact on sales as compared to rational messaging. And now with digital marketing and it’s powerful distribution capability emotional advertising can be done at scale.

It’s a potent tool in forging deeper connections with customers, but it also needs to be a fine balancing act – you have to appeal to emotions without overstepping privacy boundaries. There are different strategies you could employ like understanding your audience’s emotional triggers, using storytelling, and leveraging user-generated content for creating real emotional bonds. However it’s important to respect privacy, consent and follow ethical guidelines Emotional advertising if done right is amazing – it can lead to powerful campaigns, enhanced brand loyalty, and better customer engagement.


The Productivity Conundrum

Almost 45% of surveyed employees in top companies report feeling burned out sometimes and about 24% of them report feeling burned out often. I came across a compelling story about a person who grappled with burnout and redefined their relationship with productivity. It’s a real eye-opener to the rampant issue of toxic productivity we see these days. He shares some really helpful introspective questions to evaluate if your drive for success is healthy or if it’s steering towards toxicity. What struck me was the emphasis on regular self-reflection and seeking professional help if necessary. It’s a powerful reminder that it’s absolutely possible to be ambitious without compromising our well-being. All work and no play made many a burned out Jill & Jack.


Clickbait Anyone

You wouldn’t believe it, but the concept of clickbaiting isn’t as modern as we might think – it traces its roots back to the 17th century! Thomas Browne, a natural philosopher, who is considered a trailblazer of popular science captured the public’s attention with provocative, eye-catching titles. His innovative approach wasn’t just about drawing in readers, it was about making complex scientific ideas accessible and engaging to the general public.

Fast forward to today, and Browne’s pioneering work continues to reverberate through our current approaches to science communication. We’re still applying his principles to make complex ideas digestible and engaging for broad audiences. His story is a fascinating blend of history and communication strategy that puts a whole new spin on the art of engagement.


To do this week: Unable to decide on something one way or another ? Maybe you should try sleeping on it, here’s some interesting research which suggests that if you sleep well, you will decide better.

Stay Informed, Stay Ahead!

About the author: abhinavchetan.com