Emotion can make or break your strategy.

Pathos. Does that word sound familiar to you?

It’s one of the “Three Pillars of Persuasion” by Aristotle which states that regardless of what you’re communicating, your message will more likely get across if you appeal not only to your audience’s “thinking” brain but also to their “feeling” brain.

Example: The use of humor, social and cultural references, or even a bit of drama like ‘the promise of a better future’ to connect with your target audience.

From business leaders marketing their products by tugging at the consumers’ heartstrings to national tourism agencies promoting their respective regions through unique experiences and art, the use of pathos in your communication strategy can help you win more people over.

Another example: In economic development and investment attraction, we can see pathos at work when foreign companies invest in a town or state, not because it has the best infrastructure or the largest workforce, but because of the aforementioned town’s proven track record of embracing diversity and helping other foreign investors grow.

📌 The point: Adding unquantifiable elements like culture, representation, and sense of community to your communication strategy makes your story more poignant.

So, when you scroll down and go through this week’s featured stories, try to spot pathos-based concepts and how they helped drive growth. 📈

FOREIGN INVESTMENT
What the American Midwest means to Japanese investors

🇺🇸 DES MOINES, IA — Japanese manufacturing investments in the Midwestern United States continue to grow. Data from the Japan External Trade Organization (JETRO) shows a 384% increase between 2009 and 2021. This brings forth an important question – what makes the Midwest alluring to Japanese investors?

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FEATURE PROFILE
Entrepreneurs of Bangladesh: 3 business leaders you should know

🇧🇩 DHAKA, BD — Bangladesh, a country known for its vibrant culture and resilient spirit, has produced a cadre of successful entrepreneurs who have made significant contributions to the global business landscape. Here are just three of the several remarkable individuals who have not only shaped their industries but have also become symbols of entrepreneurial success.

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REGION SPOTLIGHT
Why North Dakota should be on your travel wish list

🇺🇸 BISMARK, ND — If 70,698 square miles of unspoiled countryside and an endless list of outdoor activities sound legendary to you, then start booking those tickets to North Dakota. From the state’s diverse culture to its unending opportunities for epic adventures, here are some reasons why North Dakota should be on your 2024 travel bucket list.

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MORE FROM GMI POST
Listen to our podcast: The Development Dialogues

Driving economic growth and building a legacy of success for one's region is a tough job — but our guest for Episode 4 of The Development Dialogues podcast is tougher. 💯💪

Tune in as Greater Portland Inc. President and CEO Monique Claiborne shares the origin story behind her career in economic development, her guiding principles for driving regional economic growth, and some NBA analogies. 🏀

CONTACT GMI POST
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Send us an email at [email protected] and we’ll help you get your story to the right audience.

👉🏻 Be featured in The Japan Times (JT), Japan’s largest and oldest English-language daily newspaper!
GMI POST is currently creating economic reports and country investment guides for Bangladesh and the Midwest USA to be published in JT. Send us an email to participate.