Emotion Matters in Communication Strategy. Here’s Why.

Katie Donnelly
Katie Donnelly

Whether you’re enticing hard-working employees with the hottest goods and gear, incenting valued channel partners with a once-in-a-lifetime travel experience, or appealing to prospective consumers with a complex product launch, user conference or expo, you’re ultimately giving your audience a choice with your communication strategy.

Make a play at their emotions, and make them choose you.

Why Emotions Work in a Communication Strategy

A solely rational appeal? That’s way too…logical.

Sure—numbers and cold hard facts have the ability to make an airtight case to the rational end user.

But what end user today is solely rational? Everyone is looking for the solution that’s going to be worth their investment and make their lives feel a little simpler, a little happier and a little more fun.

What’s more, research has shown that emotional communication campaigns have a superior ability to differentiate a brand. And that means longevity, loyalty and—wait for it—love. When your audience falls in love with your campaign, your offer or (whoa!) your brand, that’s a home run.

Think of the big players: Apple, Coca-Cola and Nike. Their work inspires emotion through expressive show and tell. Buy this, get that (insert happy, content, energized individuals here). People love it. And they act. And in the end, they’re loyal, lifelong believers.

On the other hand, an emotional play ultimately drives results (the numbers kind).

Further research shows that, in general, emotional communication campaigns generate a wider range of desirable business effects and are almost twice as likely to generate large profit gains than rational ones. That’s music to your executives’ ears.

Emotions matter in communication strategy

Ways to Bring Emotion Into the Mix

Emotional engagement should be central to any communication strategy. But, as with many undertakings, it’s easier said than done. Here are three ways to bring emotion into your communications:

  • Move your people with emotional messaging. Testimonials are a goldmine. And in more cases than not, less is more. Keep things short and sweet—you don’t have to pen a novel to evoke emotion.
  • A picture is worth a thousand words. Help your people see what you see for them—a picture of a person playing around with a hot new tech gadget or taking in a cool travel experience could help your audience feel their success in advance. Capture the true essence of what they’ll feel when they choose you.
  • Consider your media. Videos and social media hold enormous potential when it comes to moving people and making them feel your message.

Emotions are a communicator’s best friend.  Don’t be afraid to let your brand wear its heart on its sleeve and tug at your audience’s heartstrings. It might be your most successful communication strategy yet.