It’s not what you say … it’s how you say it. That’s especially true when thinking about the emotional connection your message has with your target audience. At OnMessage, we stress both sides of the messaging equation … both WHAT you say and HOW you say it. We believe solid messaging and positioning is just the start. Communicating in a way that makes an emotional connection is a critical part of the messaging development process.

A solid messaging platform should include your point-of-difference, value proposition and the emotional connection required to make your target audience take action. After all, your message is what brings life to your story at every touch point: brand awareness campaigns, lead generation programs, social media conversations, sales presentations and more.

A fantastic example of how “word choice” can truly impact audience engagement appears in the video below. Watch it and stick with it. It provides a valuable learning experience.

Does your story emotionally engage the hearts and minds of your target audience? Make sure you understand the emotional triggers that ignite buying behaviors and brand preference for your product or service. It can make the difference between filling your coffers or simply counting the pennies that are left behind.