When Writing Marketing, Organize by Emotions

Many writers have difficulties in writing effective marketing, whether for themselves or for others. They start using predictable glib phrases that they've seen in ads and collateral, or else they aren't sure what to say. "Should I tell they why I'm good? Do I end by saying, 'I hope you'll call?'"

The problem is that non-fiction writers are either too accustomed to trying to dazzle someone with wordplay or have become overly accustomed to arranging facts. Although good marketing is based on solid information, it is really an issue of emotion. People generally make purchase decisions based on their feelings, not on an intellectual analysis (and when it seems that they're thinking it through, it's usually to congratulate themselves on how practical and in control they are - which is nothing more than emotional gratification).

In marketing, you are actually trying to convey a number of emotional impressions and unconscious psychological messages. It can be dangerous because if used wrong it turns into blatant manipulation. However, when done right, you're telling someone something the person needs to hear that is emotional, not rational, in nature. You are telling a story in which the primary aim is to convey a set of emotions in a particular order.

In writing a fact-based story, you would determine what structure the story demands and then convey the information. When you are writing marketing, you arrange the necessary emotions in the proper order and let that order set the structure. Then you get out of the way, except to the degree that your quirky ways of putting things can help deliver the message.

Here's an example I offered to a writer who was wrestling with a query. The setting is that the letter is intended to an organization doing ecological work. I've made some assumptions and used some data that the writer had brought up, but the main thing I did was to uncover the emotional story and then to tell it:

I've been following the work your organization has been doing - the snake habitat program, the headwaters water quality program - and wanted to congratulate you for your active and effective stance on important issues.

But although local media have been running environmental stories, I've noticed that your projects receive relatively little press. It may be that your communications strategy is unintentionally faltering in ways that could be costing you public and legislative good will and even money.

In my field - strategic business communications - research suggests that weaknesses in communication strategies and skills can actually cost businesses, governments, and non-profits up to 30% of their annual operating budgets. That's a serious amount of bottom-line shortfall.

I'd like to schedule a conversation with you - absolutely no obligation on your part, but I think I can offer some suggestions that could help improve awareness and support of your activities and, as a side benefit, improve morale within the group, which would increase staff efficiency and effectiveness. I'll phone you later this week to see if we can set up an appointment.

Notice what I've done. At the opening, I say something that will get the person's attention (in this case a bit of sincere flattery) while, in the process, demonstrating my knowledge of their activities, which means I've been paying attention to them. Virtually everyone likes attention, so the emotion is ego gratification and generally good feelings.

I then bring up a problem they face but that they may not realize. Through that, I've introduced a note of fear for the organization's ultimate mission and, indirectly (and subtly) for the job security of the recipient.

Next, I offer something of significant value - essentially an opening consulting session - indicating the benefits. This speaks to the fear, offering a way out, and also to greed, because there's the chance of getting something for nothing. Also, there's the tone of helping the organization's goals, which will also be of interest to the recipient. I stress that there's no obligation, which means I'm basically showing that they can't lose.

The whole intent of the letter is to convey one set of emotions after another, and then to offer a way or resolving the conflict in feelings so that the final emotion is pleasant. Think of it as an emotional outline, and then using available information and appropriate word choices as building blocks to create the story.