Over the years I’ve been in many public forums – political debates, public hearings, or even church business meetings – where the outcome of an issue turned on the unexpected words of a single person. In almost every one of those memorable cases that critical “turning point” voice was someone who spoke with emotion and directly from the heart.
Facts vs. Emotion
This isn’t to say that those with credentials – doctors, lawyers, scientists, or Ph.D.’s – can’t make a good point with credibility. Rather, it’s often that they (we) are too close to the issue and speak only in “cold hard facts.”
Perhaps the best recent example came during the National Hardwood Lumber Association’s 2011 Annual Meeting. I had driven over to Nashville to attend the event as I was to speak in one of the plenary sessions. Rather than just attend my segment and run, I opted to attend the opening events to get a feel for the things on the minds of this broad section of the nation’s hardwood industry.
Like many such events this one opened with a motivational speaker. But, that’s where the similarity ends. Rather than having the lights “come up” for the opening, they dimmed and a spotlight shown on Robin Crow who wowed the group with jaw-dropping, ear pleasing, and soul-stirring instrumental numbers on the acoustical guitar. For this group he added a special number over a time-lapse video showing construction of his recording studio, Dark Horse.
Why would an entertainer use a construction video before 1000 people? He was attempting to connect at a deeply emotional level with this audience in a way that would likely be irrelevant to most others.
Hearing the Story; Missing the Message
Crow’s video showed in just a matter of a few powerful moments his connection with wood. He noted his instrument was a forest product as were the primary components he used to build Black Horse. For someone who loves forests and wood it should have been a moving experience. I say, “should have,” because – at least for me—the question and answer session that followed was surreal.
Hearing the Story; Missing the Message
Crow’s video showed in just a matter of a few powerful moments his connection with wood. He noted his instrument was a forest product as were the primary components he used to build Black Horse. For someone who loves forests and wood it should have been a moving experience. I say, “should have,” because – at least for me—the question and answer session that followed was surreal.
When the lights came up and the session turned to dialogue, questions followed like kernels of pop corn. “What’s it like to work with Faith Hill and Tim McGraw?” “How much does it cost to produce a record?” “How much do you have to practice to play like that?”
While all of he questions were relevant to Robin’s outstanding show, remember the audience – 1000 people representing all aspects of the hardwood industry. And, all of whom were lamenting how bad business was on one hand, and how consumers didn’t understand the benefits of American hardwood products on the other.
While all of he questions were relevant to Robin’s outstanding show, remember the audience – 1000 people representing all aspects of the hardwood industry. And, all of whom were lamenting how bad business was on one hand, and how consumers didn’t understand the benefits of American hardwood products on the other.
Sizzle vs. Product Specs
After sitting quietly for as long as I could, I raised my hand from the back of the very large hall. “Robin, tell us more about your decision to build Dark Horse with wood?” At that point the entertainer turned soft as he spoke of his love for wood. “It’s real. It’s tactile.” “It has warmth and feel that you just can’t get with manmade products,” he oozed.
What’s the point of this rant? Folks in the forestry community are blessed to work with a resource that people love – forests and their products. Yet, we rarely use those foundational advantages to make our case. We want to speak in facts.
What we really need to do is get out of the way and have the Robin Crow’s of the world speak about their love for wood and its many benefits. That’s what marketers call “putting the sizzle in the steak.” When will we learn that if we are to protect America’s working forests and the jobs and products that flow from them, that we must connect emotionally with our customers?
Written and submitted by: Carlton Owen
Images from Dark Horse Studio.
