Emotional communication taps into human nature, and touches our instincts to survive, be admired, succeed and to protect those we love. At its root, there are only two basic emotions—pleasure and pain. These come in many varieties but at the sensory level, either something feels good or bad.
Good storytelling exists between these two opposites and connects to an internal desire to maintain emotional equilibrium. It uses these polar opposites to pull the reader in and propel the story forward until there is resolution.
In marketing, this equates to a story about how your product or service makes your client feel about what you do.