Feeling. It's always about feeling, isn't it? You want viewers to feel something when they watch your video, you want customers to feel that they can trust you, you want attendees to feel that you are giving them something that no one else is. In everything we do, and everything we make, feeling always comes in. It drives us, moves us, shapes us, and leads us to decision-making. It's everywhere.

But capturing this feeling - getting the responses you want - none of it comes without a message. If you want to sell that service, bring on that customer, make them remember your event; you better have a message behind what you're saying. Messaging decides your story, determines your talking points, and influences your interactions. And from those things, you get that feeling you've long been after.