Emotive ROI Campaign Scorecard

You got this!

Why This Scorecard Exists

Emotion moves people.

And in B2B — especially in cleantech and sustainability — moving people matters more than ever.

You’re not just selling a service or a system. You’re inviting your audience to believe in a better future, then take action to build it. That’s emotional. That’s personal. That’s powerful.

Yet, most marketing campaigns still lead with logic, specs, and industry-speak — while their audiences scroll past, unmoved.

This scorecard was designed to help you fix that.

It gives you a quick, honest look at how emotionally resonant your campaigns really are — across language, storytelling, visuals, and audience connection. It's not about fluff. It’s about impact.

Because when your message feels right, your marketing performs better. The brands we’ve profiled in this work — Siemens, Lenovo, Schneider Electric — saw 2x+ improvements in leads, engagement, and brand perception. You can too.

How to Use It

• Review your current campaign(s) — website copy, ads, lead gen, anything in market.

• Score each item honestly on a scale of 0–3.

• Use the results to guide your next big message — or reach out if you'd like a second opinion. (Contact details below)

Use this quick self-assessment to evaluate how emotionally resonant your current marketing campaigns are. Score each item from 0 to 3:

0 = Not at all 1 = Somewhat 2 = Mostly 3 = Absolutely

Add up your score to see where your campaigns stand—and where they can grow.

I. Messaging & Language

☐ Our copy clearly communicates why our work matters (beyond features or functionality).

☐ We use language that evokes emotion—hope, pride, urgency, trust, etc.

☐ We avoid jargon in favor of clear, human-centered communication.

II. Storytelling

☐ We highlight customer stories or real-world impact in our campaigns.

☐ Our storytelling frames the customer as the hero—not just our product.

☐ We show transformation or change (before/after) in our messaging.

III. Audience Resonance

☐ We speak directly to our audience's values, mission, or sense of purpose.

☐ We tailor content by audience segment, industry and role to increase emotional relevance.

☐ We’ve tested emotional messaging and measured engagement (CTR, shares, replies).

IV. Visuals & Tone

☐ Our creative assets (video, imagery, design) support emotional storytelling.

☐ Our campaigns have a distinct tone and personality that our audience would recognize.

V. Action & Follow-Through

☐ Our CTA (call-to-action) connects logically and emotionally to the content.

☐ We offer valuable next steps (e.g. scorecards, demos, tools) that build trust.

☐ Our team consistently reinforces emotional messaging across sales, product, and marketing.

 

Your Results

Add up your points from all categories:

• 0–15: Playing it safe — Your message may be technically sound, but it’s not connecting emotionally.

• 16–30: Making moves — You’re tapping into emotion, but there’s room to deepen the connection.

• 31–45: Powerful & persuasive — Your campaigns are emotionally intelligent and ROI-ready.

Pro tip: Focus on the areas with the lowest scores first. One emotionally compelling story or CTA tweak could make all the difference.

www.emotivacopywriting.com