Let’s be clear: You need emotional appeal in your writing.
Compelling stories keep readers on your website, and since you must discover their worldviews and understand their experiences so that you can serve them better, you’ll naturally learn about their emotional states.
But when you communicate with your audience, you need to strike the right emotional balance.
In fact, getting heavy-handed with emotional appeal in your writing can backfire and potentially harm your credibility.
The dangers of overstating the problem
If you really know your readers, you know their pain points. You’re aware of their daily struggles and aspirations.
But if you only focus on the small percentage of people who are in dire straits — those who literally lose sleep about the problems you’d like to help them work through — you may be ignoring a lot of readers.