The Balancing Act of Plot vs. Emotion [audio] [video]
by Tracy Johnson
As human beings, we tend to be “all in”, one way or another. All promo messages should be simple, clear and lead to an active response. They should also contribute to the personality brand of the station or show. Crafting this type of promo is a matter of enhancing plot vs. emotion.
Many station promos are full of plot: factual, informational and passionless content. Others are heavy on emotion without a meaningful call-to-action. Some promos actually lack both the strategic value of enhancing a show’s plot and the tactical advantage of driving tune in.
On the other hand, advising clients to inject more emotion into their appeal can turn into a break or campaign that nobody can understand. The balancing act of plot vs. emotions can be tricky, but with a little more thought, you can create more powerful content and highly effective campaigns.
Emotional marketing guru Graeme Newell of 602 Communications is a proponent of connecting with audiences emotionally, and explains the concept this way:
If you don’t explain what it is, they get lost, but if you don’t connect it to emotions, they won’t care.
The plot is the“what”, and the emotion is the “care”
Explaining the Plot