Incorporating emotional appeal into performance predictors

Whilst performance predictors are essentially concerned with rational content which appeals to the left side of the brain, they can be incorporated into an emotional message (which have been proven to elicit action).

The current NZ Tourism TVCs are a good example. The scenes presented, of various NZ landscapes, are performance predictors (you can almost feel yourself in the scene!). However, they are presented in an emotional context to encourage action from viewers.

You are also able to 'tail' emotional content with rational performance predictors. For example, the NZ Tourism TVC could finish with, "94% of international visitors to NZ report it is the best destination they have ever visited".

Simply stating the facts and nothing but the facts in a very bland format may not be the best way to promote your performance predictors. Some inspiring content goes a long way to ensuring prospective customers actually receive your performance predictors within the context of a well crafted message.