Last week I talked about the importance of being credible in order to make a message sticky. Well, it’s time to switch gears and take off your analytical hat because this week we are focusing on emotional as our ‘E’ of SUCCESs.
The Heath brothers stressed in this chapter that being emotional doesn’t necessarily mean making people cry; it’s more about making people care. Making people care about the situation is what makes them act on it. If this was not the case, none of us would have to watch the dreaded Sarah Mclachlan commercials again. The truth is, that dreadful and cringeworthy animal cruelty commercial raised $30 million in the first two years from the 2007 debut. Why? It made people care, and it made sticky messages. After nine years, I still can’t get that commercial and song out of my head.
One of the most fascinating things I learned from the book so far has come through in this chapter touching on the topic of emotions. To take things in another direction from Mclachlan’s emotional appeal, you can also get a hold of someone’s emotions by peeking their self-interest (or as I like to call it, stroking their ego.) We all know the infamous phrase, “Don’t mess with Texas,” but have many people thought about where this phrase originated? Surprisingly, it’s not with country music. This incredibly sticky message started with a campaign from the Texas Department of Transportation in order to reduce littering along the highway. By targeting men and their macho egos, “don’t mess with Texas” has become the statewide slogan.
Of course, I cannot talk about emotional PR this week without bringing up the Cubs World Series win after a 108 year draught. Many different brands used this history-making win as a chance to use the emotional appeal, but no brand did it better than Budweiser who used Harry Caray, the late Cubs announcer, as the inspiration for their Cubs commercial.
Harry Caray was the famous announcer for the Cubs for 16 years who had also been a spokesperson for Budweiser. Caray was known as the Cubs fan, Bud man. Budweiser released both of these videos immediately following the World Series win. By using Harry Caray as the face of their commercials for an already emotional win, they were able to personalize it for everyone who knew Caray and his love of the game and the Cubs.