Logic and Emotion
Peers expect you to build logical business cases, of course. Just don’t expect logical arguments to win people over to your way of thinking. Even in large corporations that focus on very logical approaches to strategy, culture, and analysis of data, change happens because the leaders find a way to help people see problems or solutions in ways that influence their emotions––not just their reasoning.
Research overwhelmingly confirms that people base buying decisions on emotion, and then support them with logic. Or to put it as eloquently as poet Richard Bach did: “Compelling reason will never convince blinding emotion.”
“Compelling reason will never convince blinding emotion.” -Richard Bach
Obviously, an emotional appeal may be misused to manipulate others. In such situations, the very fabric of influence becomes flawed. But used with wisdom and integrity, emotional appeals can have tremendous power to sway people to change for the better. Here’s how:
Speak to the Heart
People often cannot hear logical reasons for change until they work through emotional issues surrounding that change. In What More Can I Say?: Why Communication Fails and What to Do About It, I elaborate further on these emotional issues surrounding a logical need for change:
- the message itself
- the way the message is phrased
- the character and personality of the leader
- the listener’s interactions with the leader
- the actual setting (physical, emotional, timing)
Analogies, illustrations, and metaphors matter a great deal in your phrasing. Body language communicates caring, confidence, competence—or incompetence. Where and how you deliver the message determines if it hits a receptive or raw nerve.
Whether you’re talking about change, political campaigns, or charity, when you want to move people to action, speak to evoke emotion—to inspire, to call out their best, to appeal to a cause, to stand united. To see how well emotional appeals work, look no further than the streets during a crisis.
Calm the Emotional Reaction of Fear
“That’s too hard.” “I can’t master this job.” “I can’t change that habit.”
Techniques from an Expert Marketer
If you are marketing a company, a product, an idea, or even your personal brand, you may feel the pull between the new-media world and the traditional marketing methods you studied in school. When new technologies emerge, it often seems like everything is changing. Whether digital, mobile, or social, we are looking for new ways to connect with our audience.
What if these new ways actually prevented a brand from reaching its potential?
How do you get people to stick around?
How do you engage people in a substantive way, winning them over?
Tom Doctoroff has more than 20 years of experience shaping hundreds of global brands ranging from Microsoft to Ford to Nestle. He’s appeared regularly on NBC, CBS, CNBC and other major media outlets. Tom’s new book Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing is all about engagement. Its wisdom spans the two worlds, combining digital and traditional marketing to win and engage consumers.
The Marketing Identity Crisis
Tom, you’re the CEO of J. Walter Thompson in AsiaPacific and for decades have shaped some of the world’s biggest brands. Your new book title, Twitter is Not a Strategy, seems to imply some level of frustration. Did you write this book with some level of frustration?
I wouldn’t call it frustration exactly. But, yes, I do think the communications industry is going through something of an identity crisis. The fundamentals of advertising and branding are too often forsaken as marketers seek technological and algorithmic salvation. The rise of digital has led to marketer anxiety, consumer confusion and too many transactional brands. But old and new, traditional and digital, broadcast and “lean in” media are complementary.
“Each creative expression of the brand idea should be conceived with a specific behavioral objective in mind.” -Tom Doctoroff
Twitter is Not a Strategy is not meant to be a breakthrough book. Indeed it might even be “anti-breakthrough.” It is a call for the entire industry to stand up and reclaim the conceptual high ground of marketing communications. Carefully crafted strategies and executions—adherence to the ABCs of brand building—will remain our lighthouse. As brand pioneers, we must explore the shoals of a new digital landscape. But let’s not become stranded by anxiety and indecision. Timeless can be new.
Traditional versus New Marketing Tension
To avoid confusing consumers, engagement needs to be both authentic and constructed. Marketers must forge a paradigm that allows freedom within a framework, pulling off the trick of simultaneously permitting consumers to participate with brands while empowering marketers to manage the message and dialog. Marketers must achieve: harmony between the clarity of top-down positioning and the dynamism of bottom-up consumer engagement; between long-term brand equity and short-term tactical messaging; and between emotional relevance and results driven by data-driven technology.
Different kinds of media reach us for complementary purposes. Analog (traditional) media shape our brand preference while most digital media deepens our engagement and leads to brand loyalty.
The former boast broad reach. They forge perceptions across consumer masses. Film—with its sound, color, movement, and ability to break through clutter—is an indispensable tool to guide consumers amid an explosion of offerings. Even in the United States, despite the proliferation of smartphones and other digital devices, the 30-second broadcast television commercial continues to rule (and increase). Manufacturers spent some $67 billion on network and cable advertising in 2013 – and not for sentimental reasons.
The latter encourage engagement with brands. With more opportunity to trigger behavioral changes – learning more, using more, buying more, advocating more – marketers can increase the probability of purchase and repeat purchase.
As consumers move toward purchase, direct and digital media should dominate. These media provide more opportunity for engagement—that is, direct interaction with a brand idea and its creative expression. Marketers have more opportunity to trigger behavioral change and increase the probability the consumer will buy a product.
Advertising can encourage a limitless range of actions—from clicking through a banner ad and spending more time on a microsite to increasing consumers’ frequency of washing their hair. The arsenal of tools marketers can deploy to encourage certain behavior is broad. Marketers also can use analog media to trigger specific behavior during later phases—for example, by using stunning “product beauty shots” and other point-of-sale material to stimulate trial usage.
Start with the Brand Idea
The impossible is often the untried.” -Jim Goodwin
Learn How to Be A Multiplier
If you’ve tried all of the tips, tricks, tools, apps, checklists, planners and technology gimmicks to improve your productivity, you may wonder why it is that you still haven’t mastered your time.
“Creating the next level of results requires the next level of thinking.” –Rory Vaden
My friend Rory Vaden, cofounder of international company Southwestern Consulting, NYT bestselling author of Take the Stairs: 7 Steps to Achieving True Success, says that:
- Everything you know about time management is wrong.
- The most productive people in the world do things differently.
- We need to understand the emotional aspects of time management.
- We need to learn how to multiply our time.
- We need to learn how to procrastinate on purpose.
His new book, Procrastinate on Purpose: 5 Permissions to Multiply Your Time has just been released. A few weeks ago, I sat down with Rory to talk about his extensive research into time management.
If you want to be more productive, more effective, more impactful – and who doesn’t – Rory’s research will propel you along.
3 Types of Procrastination
Learn about the 3 different types of procrastination: