Why PR pros should focus on emotions

Fact-laden messages won’t win you favor with consumers. Appeal to their hearts instead.

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Facts are important, but to win consumers over, you must appeal to their emotions.

Hailed by many as 2017’s best ad to date, State Street Global Advisors’ “Fearless Girl” promotion featured a statue of a girl staring down Wall Street’s well-known “Charging Bull” statue. The image served as a potent, emotional reminder of what women executives face, and it did its job in both promoting SSGA’s Gender Diversity Index Fund and its desire to see more women appointed to corporate boards.

The emotional appeal spurred feelings of both empowerment and negativity.

Of course, even with emotional appeals, it’s imperative to be honest: You never want to lie to consumers.

You must also recognize that spewing facts and figures won’t get you far. Facts can be hard to understand. They often rely on jargon or lack the proper context for anyone unfamiliar with the topic.

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