6 Reminders That Drive Our Emotional Targeting Process

Our clients love that their Emotional Targeting Workbooks are created just for them. No one else will see what they write. No one else will be able to comment on it, judge it, or critique it harshly. As one recent client told us, it’s like talking to a friend who knows you inside out – a judgment free zone helps everyone lay out their emotions so that something beautiful can come from them.

Our workbooks reassure our clients that the vulnerability is worth it, and that something beautiful is on the other side of the process. As we create each of our workbooks from scratch, these are the musings that we keep front and center to help us deliver on that promise of creating something beautiful out of the stories our clients share.


Stories are not “one size fits all.”

Like biscuits or tiny houses, stories are better when they’re made from scratch, with all of the tiny little finishing details that can only come from years of experience.

As writers, we don’t have access to the years of experience that all of our clients have. For us to tell a story that’s filled with those rich details, we have to learn fast, by studying their work and asking a lot of probing questions that only they know the answers to.


Strive to ask questions that make others excited to share with you.

Stories are more powerful when they're told from the heart, without fear of being judged for how something's said or written. Whenever we create a new Emotional Targeting Workbook for a client, we begin with a lot of the same questions, but we consciously choose each one of them for that client, and we wonder what its impact will be on the greater whole as we do.

How does this client’s personal history play a role in the business they operate? What was their motive for starting their business, and does that motive show through in everything they do, or are they subconsciously covering it up? What does their audience need to feel, and how does their natural tone align with that in a way that feels authentic, rather than forced?

We’re not just creating content. We’re creating a process that makes our clients feel safe sharing their stories with us, which in turn makes them feel more confident in sharing those stories with others.


Don’t forget to ask questions about who they’re not.

In the end, emotion is a shared language that either attracts or repels. At all times, content is either bringing people closer, or turning them away – all based on how it makes your audience feel.

It’s our job to get the right people nodding their heads yes, and the wrong people shaking their heads no, so that our clients can spend more of their time helping the “yeses, ”and less time explaining why the “no’s” aren’t a good fit for their business.


A great process makes the human element stronger than ever.

One of the first conscious decisions we made when we started Lexicontent was that we’d be intentional about creating a process that makes our clients more confident and more comfortable as we walked them through it.

As we’ve consciously improved upon our creative process, we’ve found new ways to add a greater depth of empathy and humanity to our work.

If it seems counter-intuitive that a “process” could make things more human instead of less, maybe it’s because we think about process not as an opportunity to remove our time and energy from our work, but to guarantee that we’re wisely investing it into making sure we leave no stone unturned.


When you ask questions no one else is asking, you get stories that no one else can tell.

Stories of immeasurable pain and loss. Stories of happy accidents and stunning revelations. Stories of leaving home for a foreign land. Stories of a stomach-churning risk. Stories of spunk and empowerment.

None of your experiences are useless. They’re all part of a larger narrative that reassures others, gets them nodding along, and makes them feel like someone else out there understands them.


Emotion is a universal language.

Although our experiences are vastly different, the emotions they evoke are experiences that we all share. Ask a hundred people to tell you about an experience they shared, and they'll answer a hundred different ways. Ask them how it made them feel, and you’ll probably hear the same handful of emotions over and over again. Emotion is at the heart of everything we do as humans, so for us to put it at the heart of our business is a no-brainer.