Emotional language is the single greatest driver of performance in most communications and people respond best to messaging they can connect with. The emotions that engage us now are different than they were pre-pandemic.
From December to May
December 2019 is a healthy proxy for the old “business-as-usual” (at least in the U.S.), when words that evoked the emotions of gratification, safety, and attention performed best — think: “Your attention please” and “We have something to show you.” This was a time when eating at a restaurant, shopping in an actual store, or sending our kids off to school were part of the foundation of everyday life. Interestingly, the trust-based emotions of gratitude and intimacy were middle-of-the-pack performers back in December.
Leaders can use language strategically to better engage customers and improve business outcomes at various stages of the customer journey as we navigate through the next phase of COVID-19.