Engage Your Audiences with Emotional Content

Published: Thu, 10/19/17

Writing Right

Insights on engaging, informing, and motivating your target audiences
Fall 2017
 
Engage Your Audiences with Emotional Content 
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Up to 70% of the decisions people make, including about health and healthcare, are emotional, not rational, says Gallup. That’s why emotional content is much more powerful in engaging audiences than facts and figures alone. 

“Emotion matters more in healthcare than anywhere else,” says Franklin (a healthcare brand consultancy) in 2017 Healthcare Marketing Trends Report.

Earn Trust 
Emotional content like stories engages people and earns their trust. Our brains are wired to love stories. Stories and other emotional content can help persuade people to:
  • Choose your hospital/health system or medical practice    
  • Participate in your clinical trial
  • Live healthier. 
Cut through Clutter
Every day, patients, healthcare consumers, and other audiences face information overload. Emotional content helps you cut through the clutter and stand out.

Inspire Action 
Up to 99% of your audience(s) isn’t(aren't) ready to take action yet, according to Franklin. Emotional content guides people through the decision-making cycle and inspires them to take the action you want them to take. It helps move people from awareness of your organization to consideration of your services or content to the decision to actually use your services or content.

In a series of case studies, Franklin found that once people are emotionally satisfied, they’re more likely to:
  • Use more of your services or content    
  • Recommend your organization to other people.
Engage and inspire patients, healthcare consumers, and other audiences with emotional content. 

Resources

 
​​​​​​​Making Public Speaking Easier and More Effective 
Public speaking has been rated the #1 fear—above death. Yet, the ability to present ideas well is critical, whether you’re speaking before an audience or trying to persuade colleagues, clients, or others about something.

Talk Like TED: The 9 Public Speaking Secrets of the World’s Top Minds by Camine Gallo helped me conquer my fear of public speaking and develop better presentations. The book is based on Gallo’s study of the best presentations on TED.

Everyone Gets Nervous 
Learning that even great speakers get nervous before speaking in public helped me a lot. Gallo says that great public speakers aren’t born; they’re made by:
  • Passion
  • Practice
  • The will to communicate well.  
Emotion and Stories are Powerful 
The best presentations are emotional, novel, and memorable, says Gallo. Great public speakers are master storytellers who use those stories to “illustrate, illuminate and inspire.”

Other tips from Gallo’s book include:
  • Novelty is the single best way to capture attention. 
  • Cover the big picture before the details; that’s how our brains process information.
  • Use humor to make the audience more receptive to your message.
  • Use gestures to appear confident, but sparingly to reinforce key messages.​​​​​​​
 
Recent Projects
Some of my recent/current work: 
 
Professional and Personal Notes 

Upcoming Presentations 
I’ll be using what I learned from Carmine Gallo’s Talk Like TED when I make 2 presentations at the Medical Writing & Communication Conference (American Medical Writer Association, (November 1-4, in Orlando):
  • Freelance Medical Editing, Writing, or Both: Which Path Is Right For Me? with my colleague Julie Munden
  • The Freelancer's Guide for a Successful Social Media Journey with my colleague Larry Lynman
​​​​​​​Recent Trip to the Arctic Circle
My husband Joe and I cruised into the midnight sun in June, visiting the spectacularly beautiful fjords along the Norwegian coast and crossing into the Arctic Circle. Once we reached the Arctic Circle, the sun never set, which isn’t as much fun as you think it is.

 
Get Targeted Medical Content
Lori De Milto writes targeted medical content to engage, inform, and motivate patients, consumers, healthcare professionals, and others.    

Contact me 
Lori De Milto Writer for Rent LLC 
WriterforRent.net 
[email protected]
856-232-6821


Writing Right is published several times a year.  
 
Lori De Milto Writer for Rent LLC | Sicklerville, NJ | 856-232-6821
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