Update: I'm writing this on Sunday while watching the thick smoky haze from multiple wildfires drench the sky. The sun is a fiery red/orange. Two hours earlier I was on the phone telling mom about the gorgeous weather. At this moment I could see ash floating around and people covering their noses.

One fire was first reported from Witch Creek, a rural community west of Santa Ysabel. The Santa Ana winds took over with a rage multiplying fire relief efforts. Shades of 2003. Signing off.

Feature Article: Pulling Power of Emotion

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Pressing Hot Buttons...

I'm online searching the San Diego Union Tribune for the story about the nearby wildfires. Below each story there's a comment section where you can chime in your thoughts. The newsblog gets posted immediately so others can read and respond.

Fear of the blaze brought in many concerned, angry and frustrated comments. People were united in trying to find more news and information. There was a website you can go to for blaze updates but the server crashed because of the amount of hits.

But on a more heated topic...

The San Diego Minutemen were here on Saturday morning protesting the hiring of day laborers on a section of Rancho Peñasquitos Boulevard. The demonstration ended peacefully. But the blog debates surfaced...

The comments from both sides were very colorful. There were derogatory remarks, ridiculously off-the-cuff comments and know-it-alls who believe they have all the answers. People were seriously divided.

There's one common thread between these two stories: Emotion fuels the fire to action. People make their decisions on emotion. They justify their decision with logic.

Pulling Power of Emotion

Dear Associate,

Have you ever listened to a speaker who pounded you with all the facts? His speech was dry, bland and did not engage you at all. You begin glancing at your watch, checking your voicemail, or finding the courage to walk out. And the room became so silent you could hear the blower fans humming.

In your mind you're reasoning, "I could download this information off the Internet. Why do I have to be here? Maybe I'll sneak out next break."

The speaker's main weakness is he tried to razzle-dazzle you with his knowledge and brilliance. He tried to engage your brain and intellect. His major mistake was he didn't touch your heart. Which can create a big disconnect.

And that's where most messages fall short...

Whether it's a live presentation, a radio show or in print media—if you don't engage your audience, you have wasted their time and your money. And you've lost a great opportunity to improve their lives. You may have only one chance so it's critically important to put your best foot forward.

Let's look at an example...

A while back I received two electronic postcard appeals from the San Diego Blood Bank about two months apart. One message went absolutely nowhere. The other got me excited to make a donation.

Let's study what they did...

(The first postcard:)

Subject Line: Learn How Your Blood Donation Saves Lives

Life Saving Fact

New Study Estimates Only 37% of Population
Eligible to Donate Blood

According to a new study published by the American Association of Blood Banks, only 37% of the US population is eligible to donate blood. Previously, it was believed that 60% of the public was able to donate, but an increasing number of people are deferred for travel, illness, medications and other factors.

As an eligible blood donor, you make an important difference by donating on a regular basis. That's the difference in life!

(The second postcard:)

Subject Line: Additional 125 BONUS Points Awarded During Labor Day Blood Drive!

You Deserve a Bonus for Making a Difference in Life

Additional 125 Bonus Points Awarded During Labor Day Weekend Drive
September 1—September 5: All Donor Centers & Mobile Drives

Dear Your Name,

Make a difference in life by donating at any San Diego Blood Bank donor center or mobile drive over the Labor Day Weekend and earn an additional 125 Bonus Points that may be used toward a purchase on the Life Saver Online Store, for items including Movie Tickets, Restaurant Gift Cards, Fitted Fashion Tees and more!

The BONUS POINTS will be offered to ALL neighborhood donor centers and ALL mobile blood drives on Saturday, September 1, through Wednesday, September 5.

Click here to schedule an appointment to donate.

Thank you for making a difference in life!

Can you see why the first appeal is lifeless and flat? It doesn't engage your senses. There's no emotion. Doesn't it have you asking, "Who cares?"

And the statement about how you can make a difference with regular donations has as much appeal as slipping on a bar of soap. What was lacking was WHY the donation process is important to the donors.

"Aha," you say. "I'm all washed up! The donation process is far more important for the recipient."

You're right. It is. But these appeals weren't sent to the recipients. They should have phrased their wording to touch the hearts of donors.

The second appeal fared much better. Although the copy was quite repetitive, there was an implied benefit: Get 125 bonus points. Like earning frequent flyer miles or credit card purchase points—people love to get more for their time or money.

Labor Day weekend may have been a slow period on the books for blood donations. 125 bonus points was quite an incentive to boost response. Can you create new offers for your business that can boost response during your slow seasons?

Warm regards,