As Mr. Spock learned later in life, logic only takes you so far. Nowhere is this more true than in your videos.

You can use ordinary words that land with a logical coolness or you can apply an emotional signature to ordinary words to help them land in a more compelling way.

This is important because while people need logic to be convinced, they need to feel something to take action, especially if that action is moving from one perspective to another.

You can do this not only in your videos, but in all your communication!

This video explains what the emotional signature is and how to make sure you have one for every video you make. 

Then I’ll introduce you to an online tool that measures the potential communications power of all your scripts.

    12 replies to "How to Give Your Video Emotional Power"

    • Bill

      Thanks Steve. Good advice. My fav quote “Brevity is the soul of wit.” Being a preacher your message is good advice.

      • Steven Washer

        tks! 🙂

    • Gord Isman

      Hi Steve, thanks for this video. This is cool! I never knew that there were analysis tools like this to see the grade level of your script for readability.

      • Steven Washer

        That’s a particularly good one. Word used to have a couple of these tools, but in my Mac version they’ve been removed. Have fun with it!

    • Mel Hardman

      Sure wish I had some of your talent; this touches right to the heart of my problem…. describing an ‘e-mini’ (which most people have never even heard of) without getting technical right off the bat. you’ve inspired me to redo my videos on my web sites and see if I can make the e-mini story more emotionally appealing. I don’t like to just talk about the $$ benefit. That makes it sound too much like all the other ‘sales pitches’ on the internet.
      Again, thanks, Steve. You’ve re-inspired me. I had seriously about decided to just give up trying to reach people –even our wounded warriors –with the story and just do my own trading…. and enjoy all of the free time it affords me.

      • Steven Washer

        Well, this falls neatly in your wheelhouse, so I think you can do it, Mel.

    • Neal

      Excellent. Your content is always strong, but this one really hits home for me. For most of my career I’ve struggled with keeping it simple.

      In fact even the stuff I write for print (newsletters, blog posts, whatever) I’ve tried to greatly simplify. It is difficulty for someone who has the technical knowledge to think about these subjects in common and simple terms. It is even more difficult to be able to put it into words that are common and simple.

      Another web application for those who may be wondering is the hemingway editor, at It highlights things like passive voice, complex sentences, mis-spellings and other common issues. In addition it gives you a real time “grade level” as you type.

      • Steven Washer

        Thanks, Neal. That looks like a very useful resource for diligent writers.

    • Michelle Twohig

      GREAT readability tool tip! Will it highlight the phrases that tip the scales in the wrong direction or do you enter a few phrases at a time and figure it out that way?

    • Steven Washer

      I’ve used it both ways. My favorite way is to enter the whole script and get an average score. It’s mostly used as a reality check. It’s very good at answering the question: is my language going to be understood?

      It’s also great at checking a questionable sentence or paragraph, so yeah, it’s pretty flexible!

    • John D. King

      You are stronger than Superman! Your delivery is incredible. That my friend is, or as close as I can get, my goal.

      • Steven Washer

        Sounds good to me! And thank you for the kind words. 🙂

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