Content day was an exciting day with the theme "This is how we build more accurate communication on insights."

Kicki Molin and Eva Hamboldt lectured about it social brain And why it is so important.

Kicki and Eva described the development of the brain from 40 years ago, to how it is still reminded today. Our brain is constantly focusing on how we can eliminate social threats, it is a crucial survival factor for us. Our reaction to social threats is the same with physical threats - we turn on escape or combat response.

Because we are social creatures in a digital world It is important to understand how recipients understand communicated messages. By using the powerful SCARF model successfully, both internally in the organization and externally to customers, communication messages can be conveyed with greater precision. An example of how you can do this is to use storytelling, which means that you trigger the recipient's feelings through emotional messages. SCARF model describes which emotions are most important to the recipient and by playing on precisely these emotions, we can in the communication get the customer to act.

Here are some of the participants' insights on how the SCARF model can add something to their work: 

 “To understand the meaning of emotions and relationships. Not to underestimate the soft values. ” 

“In messaging and campaigns, predictability is important so that the recipient recognizes the brand. It can be used to understand how messages can be received, impact assessment. ”

"In target group adaptation, risk analysis and in the design of communication and tools with interactivity." 

"It can make our job easier, to succeed with assignments for the customer." 

"To package messages in a different way, capture attention and get people to act by avoiding a negative approach."

“Get the most out of your team and colleagues. More targeted content. ”