In my job, I often talk about the 'power of emotion' and how emotional content can really engage an audience.
It could be a listener telling an emotional story that provides contrast to your morning show, or a promo that can convey the emotion felt by someone attending a live gig, or a sporting event.
We're all driven by our emotions to a greater or lesser extend, and if, as a broadcaster, we can tap into a listeners emotions and connect with a certain feeling or empathise in a certain way, then our content will resonate even more with that audience.
And the power of emotion in your message can be really subtle too, just like this...
A powerful ad delivering a powerful message in an understated and emotional way.
That's great creative content.