I had a wonderful breakthrough session with a client earlier this week. We hit the perfect sweet spot path for our future PR efforts together and it felt great. I love it when I have a gut feeling about the way things need to move forward, a client buys into it, and then synchronicity starts to unfold.

About two months ago I asked this client to seriously consider mixing up the tone of her blog, to contemplate sharing more of her warm engaging personality and her own personal journey rather than focusing solely on sharing scientific facts and advice.

I wanted her to begin engaging an emotional hook.

For many of us this sounds easy, but initially she really found it a challenge because it was so outside of the realm of her normal professional writing. Happily she stuck with it and worked out a way to give her blog posts more emotional resonance without writing in a way that made her uncomfortable - and she's already started to receive several compliments from friends and readers on the new tone and, more importantly, increased readership.

Why? My client is absolutely an expert in her field. She is at the top of her profession, but because she's moved from simply informing to sharing her passion she's engaging people in a whole new way.

Don't get me wrong, informing is important, even preaching has its place (sometimes we need strong medicine), but after awhile both can fall on deaf ears. We are emotional creatures who love a good yarn, we get tired of constantly being sold and told in blogs, on Facebook and Twitter and with endless emailers by those who are simply constantly promoting themselves.

Remember, we live in a time when information overload is a constant possibility.

And many people confuse constantly posting chatter about what they're doing with the talent to really connect and build viable fans.

Why do we want to be so good at creating our emotional hook and engaging with very specific readers looking for just our type of story telling? One of the greatest strengths of the Internet (by which I mean Websites, Blogs, Social Media etc.) is using this kind of story telling to create avid fans and economic prosperity for yourself via "The Long Tail."

Because of its expansive reach the Internet now allows people the opportunity sell in very niche markets and make very good money from them (note I said opportunity, but you've got to be savvy). For example Amazon.com has certainly opened up writing markets in very specific genres that simply couldn't be sustained by brick and mortar storefront book stores before.

Those who are successfully harnessing the power of the Internet and social media to really grow their businesses are excellent at not only getting the word out about what they do, but how they do what they do, what inspires them to do what they do better, and who is teaching them something new every day.

Let me share with you some examples of what I'm talking about and who I'm personally a fan of:

A book that is on my "must read" list is "The Happiness Project" by Gretchin Rubin (@gretchenrubin on Twitter). With a moniker like "Maitriquest" focusing on kindness, of course I'm a sucker for anything about happiness, but Gretchin really hooked me not only by her beautifully orchestrated website and campaign to educate others about her upcoming book (she started the website about a year before the book was published), but also her generosity in how she wanted to share the idea of "a happiness project" with others.

I am also a new fan of writer/author and digital print & self publishing maven April Hamilton who creates Publitariat, a site dedicated to self-publishing, small imprints, explaining the publishing world, and more.

So here's a question for you. How could you personally bring more emotional resonance to your own blogs, tweets and Facebook headlines? What could you say that would leave readers wanting to know more of the story?