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Emotion is What Moves People.
The chances are very good that if you’re speaking, you want somebody to do something as a result of what you say.
Whether you’re chiming in during a team meeting, giving a formal presentation at a conference, or introducing yourself at a networking event, you hope people will listen and take some kind of action based on what they hear.
You can increase the chances of that by the way you frame your ideas.
So often, in business presentations, we get bogged down in data, delivering our information in detail and losing our audience in the process.
Here’s another way to think about it.
Neuroscience and narrative research agree—it’s not the data that makes a difference. Emotion is what moves people.
When your audience is emotionally engaged they become more immersed, more trusting, and more likely to take meaningful steps. That might mean they support your initiative, or buy your service, or begin to shift a belief they’ve held.
Of course, we can’t just tell those colleagues sitting at the conference table, “Please be engaged.” We can engage them though, by telling a story.
How does it work? Emotional engagement triggers neurochemical responses, such as oxytocin release, which increases empathy and connection. And empathy and connection are two key ingredients for building trust and influencing behavior.
It’s easy to default to information, isn’t it?
We have a lot of that information to share! Numbers. Procedures. Results of those procedures.
When I’m speaking, it’s usually about how to do something: introducing yourself at a meeting, speaking with power and presence, becoming more magnetic. It’s easy for me to fall back on “here’s what to do, and here’s how to do it. Let’s practice.”
And yes, people do learn from that. But they’re much more engaged when I find time to slip in a story: about my own experience learning to show up and shine, or about a client who’s undergone a transformation. Or about a communication failure and how we fixed it.
The emotions that come through in those stories make such a difference.
And ideally, that doesn’t mean you elicit just one emotion in your presentation.
The real magic happens when you guide your listeners through a journey: maybe curiosity, tension, and delight. Or apprehension, surprise, and relief. Or fear of failure … confidence … and pride. Or … well, you get the idea.
Emotional engagement, especially emotional variation, dramatically boosts audience attention, recall, and action.
When people feel, they remember. And when they remember, they’re far more likely to act.
So how can you use this information in your next sales presentation, team update, or report to your board? Here’s a quick tip.
Craft a 3-Beat Emotional Arc
Think of your talk as a mini-play in three acts—each one inviting your audience into a different emotional state:
1. Start with Curiosity or Empathy
Open with a relatable challenge, a surprising fact, or maybe a personal moment connected to your subject. You’re saying something that makes them lean in and think, “Tell me more.”
2. Build Tension
Introduce a turning point, challenge, or obstacle. Stir some discomfort or urgency—not to alarm, but to emphasize the importance of your information or ideas.
This is where stakes rise, or clarity begins to form.
3. Resolve with Hope or Empowerment
End with a positive emotional lift. Offer a solution, insight, or action step that leaves them feeling inspired, confident, or ready to move.
By moving your audience through emotions, rather than just leaving them in one, you make your message more memorable and meaningful.
And you increase the chances they’ll take action based on what they’ve heard from you.
