June 5, 2015
by John Frost, Goodratings Strategic Service
For some reason that still makes me scratch my head our format tends to gravitate to left-brained unemotional declarative statements that sound like they've been lifted from an IRS manual, such as "Local Music Project", "Clergy (who uses that word?) Appreciation Month", and "Music Advisory Board." (If you've ever been on a board, you know it's not exactly fun).
The worst I've ever heard was from a commercial for an event designed to come alongside and care for those who had lost a loved one. They sucked all the emotion and heart-felt compassion out of their efforts by naming it "Bereavement Conference 2015!" (I'm not making this up, as Dave Barry would say!)
It's the difference between an analytical "Father's Day Tribute" and the injection of passion and creativity by inviting listeners to share stories about, "My day with Dad!".
"When people think analytically they're less like to think emotionally....Once we put on our analytical hat, we react to emotional appeals differently. We hinder our ability to feel."
Anyone who had done fundraisers knows that sharing stories of changed lives is more powerful and effective than talking about budget goals.
"How can we make people care about our ideas? We get them to take off their Analytical Hats. We create empathy for specific individuals. We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities-not only to the people they are right now but also to the people they would like to be."
"Made to Stick", by Chip and Dan Heath