Why I like writing to you when Cindy’s out of the house – SCN Encourager

Some topics are best left “undiscussed,” you know?

Take the topic of emotions, for example.

Screen Shot 2016-06-06 at 2.09.14 PMNow, you and I know the power of connecting “emotionally” with our assorted intended audiences.

As school leaders and communicators, most of us understand why reaching out with an emotional tug of some kind PRIOR TO any presentation of the “facts and features” usually yields the best results.

As professionals, we could discuss why emotional triggers are so important in a sane and rational fashion.

This isn’t the case for me at home.

Whenever Cindy gets wind that I’m writing about anything to do with emotions – whoo boy– things really start heading south for me in a hurry.

Whereas I just want to broach the topic of emotions with you (generally speaking and in the context of our work), Cindy enjoys delving into topic of emotions (specifically speaking and in the context of the two of us!).


Screen Shot 2016-06-06 at 2.10.03 PMI love Cindy, of course… but dang.

I’ll confess I’m glad she’s at a workshop tonight, so I can write to you about this topic without any fear of my evening going into double-overtime.

Cindy’s not around to remind me I shouldn’t write about things I don’t know anything about.

So I’m going to jump in the deep end before she returns.

I’ve been reading a lot lately about how communicators need to in tune with existing emotional hierarchies.

A number of marketing experts believe that customer loyalty is no longer the all-precious holy grail anymore, but rather customer advocacy now is.

That is, you should treat your customers in such a way they’ll become your merry band of brand ambassadors, always willing to yak it up about you and your organization with credibility and sincerity.

One marketing outfit even came up with this chart. Like most other hierarchies, it provides an easy classification system.

  1. Your Big Time #1 Advocates
    Internal emotions: very happy and very pleased
  2. Your Next Level Recommenders
    Internal emotions: trusting, safe, valued, appreciated
  3. Your Average “you’ve got our attention” users
    Internal emotions: interested, curious, stimulated, assessing
  4. Your “We’re about outta here” users
    Internal emotions: irritated, hurried, neglected, stressed

Now obviously, this hierarchy isn’t perfect, even though it offers a beneficial communications and marketing perspective and spotlights the range of emotions involved.

I know some people (even a few I work with) who are both happy and stressed.

So I can’t tell you where I’d place them on the chart.

But like I said, the best I can do is plug-in co-workers and parents and guess where they might fit in.

Because there’s no way I was going to roll this out at home! 

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