Tips to Engage Readers on an Emotional Level

If your social media strategy doesn’t include empathy, you don’t have a strategy. You might have a calendar. You might have a content library. You might have a Canva subscription and a team of interns. But without empathy, all you’re doing is posting — you’re not connecting. Let me say it another way: If you’re not thinking about how your audience feels before, during, and after they see your content, you’re playing the wrong game. Because real marketing — the kind that builds trust and makes people feel something — is 100% rooted in psychology. Think about this: 🔹 People don’t scroll LinkedIn or Instagram to find your promotional video. 🔹 They scroll when they’re stressed, burnt out, inspired, lonely, anxious, excited, bored. 🔹 Every swipe is an emotional decision. Every like is a tiny moment of self-recognition. So if your content doesn’t show that you get them — their life, their struggles, their mood that day — you’re just background noise. Here’s how to build empathy into your content strategy — tactically: 1. Start with emotion, not content: Ask, “What does my audience need to feel today?” Not what you want to say. What they need to hear. Calm? Confidence? Belonging? Surprise? 2. Listen more than you post: Your comment section is a goldmine. What are people confused about? What are they thanking you for? What’s getting ignored? Study it like a scientist. 3. Build personas, but make them human: Not “Karen, age 42, VP of Sales.” Try: “Karen, has imposter syndrome, working 60 hours a week, thinking about quitting her job, wants to feel seen.” Write to that person. 4. Use language they use, not what your boardroom approves: If your caption sounds like it was written by a committee, it’s already dead. Real empathy is casual, clear, and direct. 5. Empathy doesn’t mean being soft: You can be bold and empathetic. In fact, when you challenge someone with care, that’s when real impact happens. Kindness is not weakness. I’ve worked with brands all over the world. The ones that win? They don’t just tell better stories. They understand why those stories matter. They know that every comment, every DM, every post… is a chance to say, “I see you.” That’s not fluff. That’s strategy. --- I’m Scott Eddy, keynote speaker, social media strategist, and the #15 hospitality influencer in the world. I help hotels, cruise lines, and destinations tell stories that drive revenue and lasting results — through strategy, content, and unforgettable photo shoots. If the way I look at the world of hospitality works for you, and you want to have a conversation about working together, let’s chat: scott@mrscotteddy.com.

Raising kids is like building an audience—logic might get them to listen, but it's the love and honesty that make them stay. You can teach them all the facts, but it's the moments you share from the heart that truly resonate and shape who they become. Here's how you can translate parenting to audience-building: 1/ Speak from the Heart Connect on an emotional level. Write with passion and empathy. Heartfelt content engages and inspires your audience. 2/ Share Personal Stories Personal experiences build relatability. Share your journey, struggles, and victories. Stories create a deeper connection with your audience. 3/ Be Genuine and Vulnerable Authenticity attracts genuine followers. Show your true self, including your imperfections. Vulnerability fosters trust and engagement. 4/ Prioritize Emotional Impact Craft messages that evoke emotions. Focus on how your content makes people feel. Emotional resonance leads to stronger audience connections. 5/ Engage with Your Audience Interact and respond to your followers. Show that you care about their thoughts and feelings. Engagement builds a loyal community. 6/ Focus on Values and Beliefs Share your core values and beliefs. Align your content with what you stand for. People are drawn to brands and creators with clear principles. 7/ Create Meaningful Content Offer content that adds real value to lives. Address needs, desires, and aspirations. Meaningful content keeps your audience coming back. 8/ Embrace Creativity and Passion Let your passion shine through your work. Creative and heartfelt content stands out. Passion is contagious and attracts like-minded people. In 2024, let your heart lead the way to attract and grow your audience.

I just crossed 90,000 LinkedIn followers (!) I went from too scared to post to coaching Tech CEOs - I just wish I knew these 9 lessons sooner. 1. Get people to *sprint* to "see more" (without being cringe) Posts live or die by the first 1-2 lines So spend the most time on your hook. 1st person stories, curiosity gaps, or bold statements perform the best. 2. Focus on relatability over expertise. People connect with people, not titles Share struggles and wins Your journey matters more than your highlight reel. 3. Use pronouns LIBERALLY We like "You" and "I" Once I did this, my engagement spiked like an olympic volleyball player. Use them. 4. Emphasize *outcomes* not just information Nobody cares about your "5 tips" unless they solve real problems. Frame everything through the lens of: "How will this make you better?" 5. Write how you talk Ditch the corporate robot voice Use contractions. Keep it conversational. If it sounds weird when read aloud, rewrite it. 6. Format for mobile scrollers No text walls! Short paragraphs, double-spaced. Simple formatting = higher readership Your ideas deserve oxygen to breathe. 7. Hit emotional nerve centers Logic makes people think, but emotion makes them act. Talk about challenges and go into DETAIL. Posts where readers think "finally, someone gets it!" will always outperform. 8. Reframes are GOLD Take conventional wisdom and flip it Welcome disagreement. 9. Keep it concise and cut ruthlessly. My best-performing posts are rarely my longest ones. (Hopefully this one's an exception!) Punchy beats long with the wind every time. I'm honestly blown away by this journey. 90K wasn't even on my radar when I started posting here. But what matters most isn't the number. It's the conversations, friends, and business I've built along the way. Thank you for being part of this incredible ride! Time to keep makin' waves 🌊

𝐇𝐨𝐰 𝐭𝐨 𝐁𝐮𝐢𝐥𝐝 𝐚𝐧 𝐀𝐦𝐚𝐳𝐢𝐧𝐠 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 𝐰𝐢𝐭𝐡 𝐘𝐨𝐮𝐫 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 Building an extraordinary relationship with your audience is vital for the success of your presentation. This relationship hinges on two crucial elements: intellectual and emotional connections. While logic engages your audience’s thinking, it is emotion that motivates them to take action. The intellectual connection stems from the content you present and the logical reasoning you employ to make your case. When you utilize charts, statistics, and survey results, you establish an intellectual bond with your audience. To establish an emotional connection, on the other hand, is relatively easier. The most effective way to achieve this is by using “you-focused” language, creating a balanced “I-You ratio.” Pay attention to how frequently you say “I” compared to “you” or “us.” “You” is your ultimate advantage—a single word that can work Wonders. To enhance your presentations, eliminate certain phrases such as: “I am going to talk about...” “What I would like to talk about...” “What I am going to do first is...” Instead, replace them with more captivating and engaging alternatives like: “Great news! You are about to learn ten techniques guaranteed to make your presentations memorable.” Compile a list of you-focused phrases that resonate with your presentations. Here are a few examples that I personally use to kick-start interactions. Feel free to incorporate them if they suit your style: “In your experience...” “If I were to ask you...” “You can feel confident...” “How often have you felt, seen, experienced...” “When was the first/last time you...” “It might interest/surprise/amaze you to know/learn/discover...” “Do you remember a time when...” “What advice did your dad/parents/mother/first boss give you?” “Think back to when you... frustrated/upset/happy/enthusiastic/disappointed?” Allow me to share a success story to emphasize the impact of a you-focused approach. Recently, I assisted a sales executive from a renowned hotel with a concise presentation aiming to secure a $500,000 convention in San Francisco. With two other cities competing fiercely, a compelling presentation was crucial. I recommended an opening that focused on the audience. “In the next 8 minutes, you will decide that the best decision you can make for your association and your members is to bring your convention to San Francisco and the Fairmont Hotel.” In this statement, I used “you” or “yours” five times and “Fairmont” once. This created a potent emotional connection. This was not the only element to successfully secure the sale. However, together we creative a compelling message that combined intellectual and emotional connection. Best of luck in forging strong connections with your audiences. If you require any assistance, I’m here to help. Let’s have a conversation. #presentationskillsexpert #keynotespeaker #publicspeaking #frippvt #patriciafripp