Okay, I probably shouldn’t have ignored the importance of “emotional tugs” – SCN Encourager

But dang… after my daughter’s wedding 10 days ago, I just don’t have much emotion left.

I have to keep some of my innermost feelings in reserve, you know.

What if the Lions go on to win the Super Bowl or something?!?

I gotta be ready!

(And you fans of Detroit sports know what I’m talking about.)

But the feedback I received was right on the mark.

Whether you use a traditional Past-Present-Future approach to create a good storyline for one of your presentations or articles or use the sooper-dooper alternative I tossed your way yesterday, IT IS essential to connect with your intended audience emotionally.

I should’ve pointed that out.

Sorry.

Maybe it’s time to rename this Encourager to “The Cold Fisheroo.”

But no matter.

Emotions here I come…

Even if the best I can do for you is to once again give you a templated approach.

Marketing experts say that when you want to promote a THING, you should get in the habit of identifying and reaching out with “emotional tugs.”

This is how to get optimal results.

But note the key word here is Tugs, not Hugs.

(I don’t want you to get in any trouble on the job just because of today’s extra special touchy-feely orientation.)

So let’s say you have a THING you want to promote.

Naturally, you want to tell about the BENEFIT that comes along with your THING.

Most of us actually aren’t too shabby at doing this, either.

But to take your promotion up to the next level, you should share the EMOTIONAL TUG behind the BENEFIT instead.

For example:

You want to promote an amazing how-to book (a thing).

Knowledge is the clear benefit.

The desire to feel empowered and confident is one of the emotional tugs hiding behind the benefit.

That’s what you need to zero in on.

It’s the consistent and effective use of an emotional tug that’ll inspire your audience to take action in ways the mere presentation of benefits will not.

So, you got it?

I sure hope so.

I don’t intend to delve into this topic again anytime soon.

Writing about desire and emotional tugs and all makes me feel like Dr. Phil.

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