Creating awareness is easy, it’s creating the need and converting that’s the hard part. That’s where emotion comes in.
Connecting on an emotive level through content is part of the art of persuasion. Master it, and you’ll be more effective at engaging. And as with any art, subtlety is not to be underestimated. It’s not about overstatement or being the funniest. It’s about what will be the most persuasive, what will convert the most. A few small word changes can make a world of difference.