This short video, created by Purple Feather, illustrates the power of words to radically change your message and your effect upon the world. It shows a great example of how to reach your customers by understanding what catches their feelings.
This same principle is extremely important when it comes to website optimization and social media. Without creating messages that not only sell a product/service but also touch people emotions, a company does not effectively communicate with customers. That is also the idea behind Ads Worth Spreading, an interesting initiative by TED, if an ad provides value and touches the hearts of customers it will have a much higher impact.
This is clearly seen when testing landing pages: with a simple change of pictures or headlines, websites can experience two-digit increases in conversion rates.