Emotion is intrinsically tied into the message you are sending in your business. Get your message clear and emotion will follow. When you know who you are and what you want to say, creating content that is emotionally resonate will become much easier for you. Then, you know what you want to say, you know what will impact them, and you know just how to carry it out.

Think about those commercials that tug at your heartstrings. They don’t do it by accident. They work because the organization is connecting their message with their story. They are connecting the audience to who they are. They are letting them in. Those commercials work because there is a vulnerability to them. There is no facade being created. 

Ask yourself: why are you crying at that financial firm commercial? It’s because they’re connecting with you in an hones way, while being open themselves. The reason those terrible regional commercials don’t work is because there is literally no shred of emotion behind them. You laugh at those lawyer videos because the lawyer isn’t talking to you, he’s talking at you. Everything starts with emption. We wrap it up int terms like impact, or engagement, bit what is  – at its emotional core – is emptying

So, the nonprofit wants to create their fundraiser in a new way. They need to start by understanding what this event is about. Who is it serving? Who is the audience? What are the guests for the event? They need to be crystal clear about these equations. What is going to make this event different from any other? What is going to make people come? What worked or didn’t work last year? These questions are doing one big thing – they’re creating a strategy. They’re creating a set of guideposts, directional points that will help the team figure out what it’s after. You can’t go anywhere if you don’t have a strategy in place. You will have no ideas where you’re going, what you’re trying to do, or who you are trying to serve. It’s asking what are we talking about, why are we here, and who are we speaking to.