The who, the what, the why. The head, the heart, the soul.
That's the quickest and most efficient reminder I could ever give someone for developing a great marketing and communications campaign.
You could stop reading right now and I'd be confident I gave you something impactful. But I'm going to elaborate because I'm a writer and it's my happy place.
So, let me start off by defining the more elegant and classical terms.
Ethos: "the characteristics or spirit of a culture, era, or community as manifested in its beliefs and aspirations."
Pathos: "to persuade an audience by purposely evoking certain emotions to make them feel the way you want them to feel."
Logos: "using data, statistics, or common sense – to convince people of something, rather than trying to appeal to an audience's emotions."
These three pillars could not be more important to consider when it comes to communications planning. And there's a place for all three because they each hold their own power.
Just like any other strategy, though, you must be able to connect them to the execution. That's where the alignment piece takes over.
Are you using the right speaker to deliver an emotional message? Is the audience in a place where they can fully absorb and process a logical debate? Is the message clear or confusing? What does your audience value? Have you considered the symbolism of the timing or change being made?
Those can be the most difficult questions to answer, but they may also be the most important.
How to Balance Logic and Emotion in Communications Planning
I often find myself going back and forth between logic and emotion a lot, but emotions tend to win in the end. That can make a mess of things, but when channeled effectively, it can serve as the source of inspiration for your message, speaker, and audience.
I specifically remember a time when I was struggling with how I felt but knew it needed to be said. I felt like I couldn't find the exact words. It was just too important.
I had recently started re-reading The Giver by Lois Lowry. I never read it as an adult and wanted to interpret the story through a new set of eyes. Little did I know at the time that this book would help me light the way for a much-needed conversation.
"Jonas hesitated. 'I certainly liked the memory, though. I can see why it's your favorite. I couldn't quite get the word for the whole feeling of it, the feeling was so strong in the room.'
'Love,' The Giver told him."
Right then I knew that if love continued to be the source of my decision, it would be a good one. I had the why. I knew the logic would follow. That my audience would understand. And I'd never question the effectiveness or intent. It would all be very clear because it was my truth.
When you align your aspirations with the beliefs of your audience, making the logical debate with an emotional connection, you've reached a new level. That that's the goal. It's doable.
Keep going.
MM