Salesman: It looks like she likes this one best. Is there anything else you need in addition to this toy? It is wonderful to see you taking an active role in your daughter’s learning.  So many people don’t and children are left to learn on their own. (Testing to be sure that the emotional content was correct and validating my beliefs.) It must feel terrific to be able to give your daughter this gift of advancement early in life. (Reflecting my emotional content.) I can only imagine how wonderful it will feel for you when watch her graduate from a top college and be able to look back and know that little decisions like this one will set the course of her life in ways yours couldn’t have been.

Here are the steps for setting up emotional appeal:

Identify the emotions you are appealing to.Create vivid word picture that point to the emotions Ask powerful questions that get the audience to put themselves in the picture and experience what they are or would be feeling. Questions are your secret weapon to leading people into an experience.Suggest what they are feeling and acknowledge it.Encourage them to feel more of that emotion and if an emotion they’d like less of link to your product, service or idea.

When your audience is in an emotional state they are not focused on critical thinking; they are caught up in the feelings that the emotions create.

Words contain great emotional content. By carefully choosing your words you can create very powerful emotional connectedness. All too often persuaders fall in love with the language that is comfortable for them to use, not the representational language of their clients.

One of the best places to begin learning more about your clients is online. There are tremendous resources now available where people actively share their thoughts, emotions and even personal content. Start out by looking at social networking sites like Facebook.com, Linkedin.com, TeeBeeDee.com and Multiply.com.

This sites are chock full of great information typically in people’s own words about how they think, consider, emote and feel. They give you tremendous insight into the markets you hope to influence. Go one step deeper, look at the groups that form around your focus area on those sites and actively peruse the content. When you begin to consume this information you’ll begin to see commonalities, hot buttons, and emotional content that you can leverage to be seen as a savior or at minimum a realistic solution in the market.

Watching blogs that focus on your industry is another great way to understand the emotion of your market. Read what impassioned writers are talking about so that you can carefully craft your message to reach the market.

You should also study the media releases of your competitors and others in non-competitive companies in the same market. Understand what emotional message they are sending your market. Once you understand the emotions that your competitors focus on you can make a determination as to their effectiveness. You may find many openings that you can exploit in your competition just by listening to what they are saying and comparing it with the emotional content of your audience.

SUBLIMINAL SELLING SECRET

            Craft your story to include the dominant emotions that your clients are likely to be experiencing and show them how you overcame the challenge that initiated the emotion.

            You can lead with the emotion in ads or even in person. Your word pictures can create the sense of the emotion they are feeling while either heightening it or leading them to a solution.

            The more engaged in the emotion you get the audience the more likely they are to accept your presentation of support of their emotions or in supporting them move past the emotions they are currently feeling.

            In print and television ads you may use a combination of graphics and words expressing the emotional content. In radio it can be done with words and voice inflection. Work on making every statement emotionally impactful and your persuasiveness will increase dramatically.

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