PART 1 OF 3: Emotion

In the world of communication, whether you are running for office, giving an industry speech, or presenting to elected officials, facts and figures will only get you so far. Yes, they provide the backbone of policies, help make informed decisions and offer accountability. However, simply having the right data or presenting the best logical argument won’t necessarily win the debate or convince the audience. (INC., “A Good Story Is Always Far More Persuasive Than Facts and Figures”)

Communication is deeply human at its core, and people are emotional beings who respond to more than just cold, hard facts.

Whether you’re running for office or serving in your association, if you want to connect and inspire action, you need to engage the audience’s hearts, not just their minds. Storytelling and emotional resonance are powerful tools that can elevate your message and make it stick.

While it’s tempting to believe that presenting well-researched facts and rational arguments will sway an audience, that’s often not true. Data can inform but doesn’t always inspire action or shift deeply held beliefs. Here’s why:

  • Confirmation Bias: People are more likely to interpret facts in a way that aligns with their pre-existing beliefs. Even when presented with evidence to the contrary, they may reject it if it conflicts with their worldview. (Harvard Business School, “Overcoming Confirmation Bias in the Workplace”)
  • Information Overload: The average person is bombarded with information daily, making it difficult for facts to stand out. Numbers alone are rarely compelling enough to cut through the noise. Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day (Forbes, Aug 2017).
  • Emotions Trump Logic: Numerous psychology studies show that emotions play a dominant role in decision-making. People often choose based on how they feel about an issue or a candidate rather than on the specific data supporting it.

The Power of Emotional Appeal

To truly move people, you must go beyond the brain and speak to the heart. Emotions like hope, fear, anger, or empathy are far more likely to motivate action and create lasting impressions than statistics ever will.

Successful communicators understand this, using emotional appeal to strengthen their arguments and engage their audiences. (MailChimp, “How Emotional Appeal Boosts Advertising Success”)

  • Emotional Connection Builds Trust: Emotions foster a sense of connection. When you show people that you care about the same things they do, they’re more likely to trust you. This trust becomes crucial to your credibility, especially when discussing complicated or divisive issues.
  • Emotions Simplify Complexity: Politics and public affairs can be complex, and facts alone often make issues feel even more daunting. When you tap into emotions, you can distill complex ideas into something relatable and easy to grasp. Instead of drowning people in details, focus on how an issue impacts their lives, families, or communities.
  • Memorability: People will often forget the numbers you shared, but they won’t forget how you made them feel. A powerful emotional appeal sticks with your audience long after the facts have faded from memory. (Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”)

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Hector Barajas is a nationally recognized expert in public affairs and public relations and a political and legislative analyst for Univision and Telemundo. www.Amplify360inc.com

At Amplify360, we are the trusted voice for trade associations, companies, and nonprofits. We navigate California’s complex legislative and regulatory landscape, translating our clients’ priorities into compelling narratives that resonate with legislators, regulators, and the public. We craft tailored messaging, find the right communication channels, and relentlessly advocate for our clients’ causes.

We transform complexity into clarity and challenges into opportunities.