The Affective Approach

What does "affective" mean to you?

by Jennifer Henczel

 

The dictionary defines it this way:

Af.fec.tive: 

Causing emotion or feeling. 

 

Sounds like the essence of what should be at the center of all marketing, learning, training, business, and communications plans.  Reaching PEOPLE is the only way to see growth and change. To reach people, you must connect with them.  But, as you will see, the term is elaborated on here to reveal new approaches that will change your way of thinking. 

 

What does "affective" mean to us? 

One person asked me how the word affective could apply to business.  

 

The answer:  Seeing business as a dry, sterile environment comes from cultural influences that in recent or far history that oppressed creativity and in turn repressed individuals.  I've seen this position time and time again, and in contrast, I think business should be inventive, creative, and energizing. 

 

Think of the word "integrity".  Integrity embodies many traits - moral character, ethical principles, trustworthy, honest, responsible, solid.  In the same way,  "affective" embodies multiple characteristics.  It is creativity. It is invention.  It is innovation.  It is energy. It is enthusiasm. It evokes emotion. It embodies every good hope and feeling you have about yourself, the workplace, and human interactions. And much more...

 

How do I use The Affective Approach ?

Taking an genuinely caring, connected, emotional approach to people is a win-win situation for all sides. The most successful companies are those that connect with their clients, and the only way to connect with people is through emotions.  These connections should be expressed through every communication that we make: personal mission and statements, company marketing materials, websites, emails, audio, video...  If we express those connections through every message we send, via every media we use, we will receive the desired outcome back. 

 

What kind of connection do you want to make with your clients?  Whether you are looking for increased sales, repeat business, higher website traffic, a promotion, or fuller relationships, you must connect with people in a positive way using emotions. We cannot assume that this is what is being expressed in our communications - it is a strategic approach that can be implemented step-by-step.  Contact me today to get started in a plan that will take your personal, professional, community and corporate existence to the next level!

 

What the "Affective Approach" is not: 

Throw away any previous notions that may be from other disciplines, I am talking about a new concept that will take your personal, professional, and corporate development to a new level. 

 

It has been used in other disciplines, such as psychology, with various meanings attached to it.  The term, as it is used here, is not intended to enhance or add to any kind of stereotypical definition.  Variations of the term are correct in those arenas, but they do not apply here. Here, the term "affective" is being used in a positive way, a revolutionary way. 

 

This is more than a synonym to the list of existing meanings. I have created a completely new approach...The Affective Approach  

 

What does "affective" mean to you? 

I ask you to please, put aside any former preconceptions of the word "affective" and come with us on a new journey.  Disconnect yourself from previous feelings of or conceptions of the word "affective", and try to think of it as a completely new entity.  Visualize a screw driver...what do you see?  Perhaps you see a tool in a carpenter's tool box or tool belt.  But it also has other, completely unrelated meanings:  a vodka and orange juice cocktail or a roller coaster. 

 

Think of the word "integrity".  Integrity embodies many traits - moral character, ethical principles, trustworthy, honest, responsible, solid.  In the same way,  "affective" embodies multiple characteristics.  It is energy. It is enthusiasm. It evokes emotion. It embodies every good hope you have about yourself, the workplace, and human interactions. And much more.

 

This is more than a synonym to the list of existing meanings. I have created a completely new approach...