In one of the articles, I basically said, “Don’t give information to your audience, give them your reaction to that information.” It can be a bit confusing.

What my intention there is that everyone has feelings and everyone has felt those feelings. That is our common denominator. We might have felt the same, but for different things. Like, I might be afraid of the dark, but you might be afraid of spiders. Thus, if I want to share your feelings about the dark, it is not very efficient of me to just share facts about the Dark.I might share those facts, and you’re free to build your conclusions about it based on those facts or you might even completely ignore those facts. You might actually start thinking that Dark is really cool after I tell you those facts, or you might completely ignore it because why is this weirdo telling me about all that? But on the same hand, if I describe my fear first, and then tell you that it’s because of the dark, you understand. “Hey, this guy felt a lot of what I have felt, and it’s because of the dark.” A human connection is established; the human empathy tells you that “Hey, if this guy feels so intensely about the dark, it’s better for me to also feel about it that way, maybe.”

Like, if you are making a video where you’re talking about how you got 100K followers, statistically, there are way less people in the world who have 100K followers. And your audience might not even have one of them. So, if you are making a video about it, how do you make your audience connect to it? Well, $100K was something you are very excited by. You have been working really hard for it. You have been looking forward to it. And those are the emotions and feelings that everyone has felt. Everyone has something in their life which they have been very excited for, they have been looking forward to it, and have been working hard for. Thus, if you invoke that card first, and then mention the $100K thing, they will share your joy, they will share your excitement, they will have the same context.

Emotions are the quickest, simplest, and most effective way to share context among humans. That’s why reacting to information is way better than just sharing information. Lead with the common human experience, then attach the specific context to it.