Communication Ideas for Leaders & Managers |
Using Emotion for PersuasionBy: Robert F. Abbott The other day I received what's apparently the last issue of Fortune magazine before my subscription runs out. Now, I like reading that magazine, but I'm swamped with reading matter so I don't plan to renew. Of course, I've received many reminders and offers about renewing; magazines try very hard to keep the subscribers they've got. So when the last issue came with a special promotional wrapper on the cover, I wasn't surprised. But, what made this one interesting was a clever piece of copy that hit an emotional chord: inside the back cover of the special wrapper were the words, "You're about to be dropped from our list of active subscribers. Unless you act now." Personally, I thought it was an effective piece of copy (even though I still won't renew). It made an emotional case for what is essentially a business-to-business offer. Many people who write persuasive copy, whether in sales letters or internal memos, say the power of emotion will help us get the response we want from our messages. They offer a rule of thumb that goes like this: people buy on emotion and justify on reason. In other words, when we act as buyers we think we're being rational in making a decision to purchase, or in choosing among different offers. But in reality, we make the decision with our hearts and then justify that decision with our reasoning powers. In the case of the Fortune renewal message, I was about to be dropped - Imagine! Me being dropped! - from the list of active subscribers (I'm not sure what active subscribers are: do they also have passive subscribers?). But, the meaning comes through. I'm about to get dropped from an exclusive club unless I act now. Which is where the emotion factor kicks in. Who wants to be dropped? Isn't that like being in high school again and not being part of some exclusive group? Isn't there an eternal desire to belong? With this appeal to my insecurities and ambitions, the copywriters have forced me to think harder about my decision not to renew the subscription. I can't just make a 'business as usual' decision; it must be a personal as well as business decision. If you sell, this idea won't come as much of a surprise. But, if you try to influence behaviors in other ways, you may wish to add emotion to your communication toolbox. For example, if you promote workplace safety, emotion could go into your warning and advisory messages. It's one way to make a direct, effective appeal to the values that will lead to safer behavior. Of course, you must always use emotion ethically and responsibly. Before using it, step back and ask yourself how you would respond if someone else directed that kind of a message to you. In summary, emotion can help you make your messages more effective, in part by making the recipient more involved in the response. To read another article, click here More communication resources...Want to make your writing more lively, more interesting, and more effective? Robert Abbott shows you three quick and easy techniques for achieving those goals, and as a result, getting better results. You get the techniques, a practice document, and an example document in one concise booklet.
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What do you need to know before you begin writing or designing your newsletter? Find the answers in A Manager's Guide to Newsletters: Communicating for Results, the response-focused newsletter book. It was written by Robert F. Abbott, who wrote most of the communication articles you've seen above.