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The Value of Heart Over Head Communication

August 16, 2019
byVan Eperen Marketing Team inMarketing Communications
The Value of Heart Over Head Communication • Marketing Communications

At Van Eperen, we are passionate storytellers.

We know stories beat statistics on every playground. That’s why we commit to “heart over head” communication.

Let’s give it a go. I’m going to tell you a story.

At the ripe age of three years old, I was awakened by hammering. I remember the noise, the uncertainty, the fear in my very first memory. Our home had been rocked by a massive hurricane. My bedroom was reduced to 2.5 walls and soggy toys. Shortly after that startling moment, I remember being carried by my dad into the hospital as he waded through waist-deep water. This was the first hurricane in memory, but not the last. I’ve survived decades of brutal storms with a family stronger than any structure that wind can blow down. And that’s why I’m passionate about emergency preparedness and well-tested evacuation routes for coastal communities like the one I called home most of my life.

Now let’s try the statistic route:

There are 3 states on the East Coast that do not have public maps of hurricane evacuation routes. More than 11 million people live in those states without reasonably easy access to information about evacuation. For more information visit the Hurricane Evacuation Resource Center at

Now for a call-to-action. Which method would encourage you to support funding for emergency preparedness and storm evacuations … the story or the statistic? Chances are the story wins you over.

Here’s the takeaway: Put the heart over the head.

Stories are more effective to stir passion and inspire action than statistics. Tell your story and it’ll connect the heart of emotion to the strength of logic to drive action toward a meaningful end.

Van Eperen knows this. We put value on data and research, of course, but we also understand the critical importance of storytelling.

Think back to the most famous speeches in history – Dr. King’s “I have a dream” speech, Susan B. Anthony’s “On women’s right to vote,” Lincoln’s Gettysburg Address – they all have emotional elements to them. We remember them decades and centuries later because they reached the heart of a matter to change minds.

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