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Emotions are Key Decision-Makers

Posted on by Kristi Sullivan

How do you feel about emotional messaging?  Do you think that positive messaging is better received than negative?  What if I told you it wasn’t – that actual data supports that we process negative emotions more easily than positive ones – how does that make you feel?

As incoming president of the board of the Connecticut Women’s Education and Legal Fund (CWEALF), I’ve had the good fortune of being able to attend a 20-hour Fundraising Training Program sponsored by the Hartford Foundation for Public Giving.  We recently touched on the topic of emotions as key decision-makers, and the lesson was similar to what’s taught in Sandler Sales Training, which I also have been involved with for the past few years on behalf of CERC. 

According to Neurosciencemarketing.com, the reason is attributed to “a split to our brain’s ability to process emotional input without cognitive processing as well as our brain’s more powerful recording of emotional stimuli.”  In simple terms, we have greater reactions to negative emotions more than positive.  In marketing (and fundraising) terms, this means that people will tend to buy, engage, donate, etc. after reading or hearing emotional words that may trigger feelings like fear, guilt, or anger.  In Sandler we describe it as a “pain point.”

By connecting to our audience’s pain, we appear as the trusted advisor or partner who can relate to the problem and cares about the solutions. You may have noticed that our weekly e-newsletters (hopefully you are on our list!) now include pain points to which many of our readers might relate. 

Are you struggling with getting the attention of your prospects in order to close a deal?  Are you worried about wasting resources on marketing tactics that don’t seem to be attracting the right audience? I’d be happy to share some of the “positive” tips and lessons that I’ve learned from the recent training programs.  Feel free to drop me an “emotional” line!