Most people seem to respond better to emotional statements unless trained otherwise, like doctors looking for clinical reports or CFOs seeking ROI. To stand out, we balance our communication by leading with emotional appeal (pathos) and backing it up with rational bits (logos) for a compelling message. - Ahmad Kareh, Twistlab Marketing
Being specialized in businesses with high-consideration products, striking this balance is instrumental to us. With longer consumer journeys comes an increased need to produce a diverse range of content. It helps to develop a solid messaging framework that categorizes core messages by funnel stage and 'magic versus logic.' With this foundation in place, it's easier to produce a balanced content mix. - Erik Lehmann, Spekk
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