A lot of marketing messages do one of two things: appeal to your emotions, or try to sell you on the facts. But the most effective marketing messages — the ones that bring your brand to the fore and leave it there — do both. Create a scorecard for your marketing across all media, and see how your own pitches do in this regard. Which aspect do you tend to emphasize? What could be gained by giving equal weight to the one that currently gets short shrift?