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What I’ve Learned in 13 Years of Library Marketing: People Support What Makes Them Feel Something

Black-and-white historical photo of a smiling woman standing in front of a mobile library vehicle filled with books. Overlay text at the top reads: “Why People Support Libraries That MAKE THEM FEEL SOMETHING!” with “MAKE THEM FEEL SOMETHING!” in large purple letters.
Photo courtesy Cincinnati and Hamilton County Public Library

In this post, you will learn:

  1. Emotion drives action. People are more likely to act on your library marketing if it makes them feel something.
  2. Real stories on video don’t need to be polished. Authentic patron and staff experiences are some of the most effective marketing tools libraries have, and all you need is a cell phone!
  3. Emotional marketing is not manipulation. When done ethically, storytelling helps communities understand the real impact of library services.

A few years ago, a library patron accused my library marketing team of “manipulating emotions.”

Honestly? She wasn’t wrong. We absolutely wanted people to feel something!

At the time, my library was building support for a facilities plan. Several of our historic Carnegie branches were not accessible to people with disabilities, and we knew we needed the community to understand why modernization mattered.

So we told a real story. We interviewed a veteran who physically could not enter the branch library in his own neighborhood.

We shared his experience in a short video campaign designed to help our community see the problem through a human lens instead of through budget spreadsheets and building reports.

After we published the video, one viewer messaged us: “How dare you manipulate my emotions and try to make me feel sorry for this guy?”

My response then — and now — is this:

Libraries should never apologize for telling meaningful stories.

Why Emotional Marketing Works for Libraries

One of the biggest mistakes libraries make in marketing is assuming facts alone will persuade people. We think that if we simply explain our services clearly enough, people will understand our value.

But audiences don’t make decisions based purely on logic. They make decisions based on emotion and then use facts to justify those feelings later. That’s especially true on social media, where algorithms reward content that sparks reactions, conversations, shares, and engagement.

People engage with content when it makes them feel:

  • Hopeful
  • Inspired
  • Seen
  • Empathy for someone else
  • Proud of their community
  • Connected to something bigger than themselves

That emotional response is what moves someone from passive scrolling to active engagement. And here is more good news.

Libraries Already Have Powerful Stories

You do not need a massive budget or a professional production crew to create emotional marketing. You already have the raw material.

Every library has:

  • A teen who found belonging through programs
  • A job seeker who got help building a resume
  • A parent who found support during a difficult season
  • A senior who depends on library staff for connection
  • A child who discovered a love of reading
  • A staff member who went above and beyond for someone

These stories are your most effective marketing!

Too often, libraries default to promotional language like:

  • “Register now!”
  • “Check out our new database!”
  • “Join us Tuesday!”

But audiences connect more deeply with:

  • “This program helped me make friends after moving here.”
  • “The library gave me confidence during my job search.”
  • “I didn’t feel alone anymore.”

That’s the difference between information and impact.

Emotional Marketing Is Ethical When It’s Honest

There’s an important distinction between emotional storytelling and emotional manipulation.

  • Manipulation relies on exaggeration, fear tactics, or dishonesty.
  • Ethical emotional marketing tells true stories that help audiences better understand real community needs and real library impact.

Libraries are uniquely positioned to do this well because our work genuinely changes lives every day. If your library helped someone succeed, feel safer, feel connected, or solve a problem, sharing that story is not exploitation. It’s advocacy.

The Best Way to Capture Emotion: Video

Video remains one of the most effective formats for emotional storytelling because audiences can hear tone, see facial expressions, and connect with people “face to face.”

But here’s the good news: your videos do not need to look cinematic! Some of the most effective library videos are filmed on a phone. What counts is not the production. It’s the authentic conversations.

If you want to start gathering emotional stories, try interviewing:

  • Loyal patrons
  • Volunteers
  • Staff members
  • Program attendees
  • Community partners

Ask open-ended questions like:

  • What’s your favorite memory involving the library?
  • How has the library impacted your life?
  • What would your community lose if the library disappeared tomorrow?
  • Tell me about a moment when the library helped you unexpectedly.
  • Why does this library matter to you personally?

Then stop talking and let them tell the story.

Don’t Forget Your Staff Stories

Library staff are often an untapped source of emotional content.

Staff members witness transformation every day:

  • helping someone apply for benefits,
  • finding the perfect book for a struggling reader,
  • assisting someone through a difficult life transition,
  • or creating a welcoming space for people who need connection.

Those stories matter.

Some of the best questions to ask staff include:

  • Tell me about a patron interaction you’ll never forget.
  • What moment made you proud to work at the library?
  • What keeps you motivated in this work?
  • What’s something the public doesn’t always see about library service?

These interviews can become:

  • Short social videos
  • Newsletter features
  • Website testimonials
  • Annual report stories
  • Posters and digital signage
  • Advocacy campaign content

One good story can fuel months of marketing content.

The Hidden Benefit of Emotional Marketing

Something interesting happens when libraries start telling emotional stories consistently: More stories start showing up.

When we launched our own customer impact video series years ago, staff and patrons immediately began sharing additional experiences with us.

People wanted to participate because they felt recognized and connected.

That’s one of the most powerful outcomes of storytelling: It builds community identity. People stop seeing the library as just a building or service provider and start seeing it as something deeply personal and valuable.

Final Thoughts

Libraries are emotional spaces. They represent hope, opportunity, safety, curiosity, nostalgia, belonging, education, and community.

Trying to market libraries without emotion is like trying to market music without sound.

So no, libraries should not feel guilty for creating marketing that makes people “feel all the feels.”

That emotional connection is often exactly what inspires people to support, advocate for, fund, and engage with the library in the first place.

Want more help?

How Libraries Can Use Storytelling to Build Community Support (4 Practical Tips)

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Why Libraries Need to Act Like Book Experts Again!

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#LibraryMarketingShow, episode 337

There’s something that should feel completely obvious about libraries. But lately, it almost feels radical to say out loud: libraries are book experts.

Libraries build trust and relevance when they actively help patrons discover books, authors, and reading experiences, not just access materials.

In this episode of The Library Marketing Show, I explore what it means for libraries to reclaim that role and why leaning into book expertise could be one of the most powerful library marketing strategies we have.

Plus, a library is nominated for kudos for its inventive short-form video!

Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.

Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries! Watch it now.

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Kids Are Reading Less: How Libraries Can Respond

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#LibraryMarketingShow, episode 336

A new study suggests that kids are reading less. And while that trend is concerning, it also creates an important opportunity for libraries!

At a time when families, educators, and communities are worried about literacy and reading habits, libraries are uniquely positioned to become part of the solution.

In this episode of The Library Marketing Show, I break down what the research says, why it matters for libraries, and how you can use these insights to strengthen your library marketing and support literacy in your community.

Plus, kudos go to a group of libraries that received press coverage that you can emulate!

Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.

Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries! Watch it now.

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

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Two Easy Tips to Create a Consistent Library Brand… Without Squelching Creativity

A sepia-toned historic photo of a library reading room filled with people seated at long wooden tables. Bookshelves line the walls, and framed artwork hangs throughout the room. Overlaid text in a dark translucent box at the top reads: “Two Tips to Build CONSISTENT LIBRARY BRANDING,” with “CONSISTENT LIBRARY BRANDING” in bright blue capital letters.
Photo courtesy Cincinnati & Hamilton County Public Library

This is the last of a three-part series on branding for libraries. We’ve explored what branding really means in a library context (read about that at this link) and how to build a cohesive brand across your entire library system (read that post at this link).

But there’s one element that most libraries, including mine, still struggle with: Consistency.

Here’s a great example from my library. We realized last week that some staff are using chpl.org to refer to our website, while others are using CHPL.org. Our brand guide is clear about which one to use. 

But if you consider staff turnover and how many things staff members are expected to remember every single day, this kind of brand slippage shouldn’t surprise you. It didn’t surprise me.

So, how do you combat that?

Let’s Clear Up a Common Misconception About “Consistency”

When people hear the term “brand consistency,” they often assume it means using the same font, putting the library’s logo on everything, creating rigid templates, or repeating key phrases or messages.

They’re not exactly wrong. Those things do have value.

Templates can save time, reduce decision fatigue, and help staff, especially those with no design experience (like me!), be more confident in creating materials.

And shared messaging — what I like to call talking points — is one of the most powerful branding tools you have. Because repetition builds recognition.

But there’s another important ingredient in effective library marketing:

Creativity.

Libraries don’t just need to be recognizable. They also need to be interesting, relevant, and engaging.

But balancing creativity and branding is hard.

Branding Should Create Confidence, Not Limit Creativity

One of the biggest misconceptions about branding is that it exists to make everything look exactly the same.

It doesn’t.

Strong branding should actually make creativity easier because staff are not starting from scratch every time they create something.

Think about it this way: Your templates, talking points, colors, and voice guidelines are not meant to be a cage. They’re meant to be a framework.

Within that framework, staff should still have room to:

  • Adapt messaging for different audiences
  • Highlight the personality of a program or event
  • Experiment with creative ideas
  • Make content feel fresh and human

A summer reading campaign shouldn’t feel exactly the same as a job seeker workshop or a local history lecture. The tone, imagery, and approach may shift.

But the underlying experience — the feeling people get from your library — should still feel connected.

That’s branding.

Where Libraries Often Struggle

Consistency becomes a problem when branding tools turn into autopilot. For example, your library may have a brand consistency problem if staff are:

  • Using templates inappropriately or changing them so much that they no longer feel connected to your brand
  • Avoiding templates entirely because they feel too restrictive
  • Forgetting to include important talking points or key messages
  • Copying the same wording over and over without adapting it for the audience or platform
  • Creating materials that technically follow the rules but don’t feel engaging or relevant

That’s when library marketing stops feeling intentional and starts feeling:

  • Generic
  • Disconnected
  • “All over the place.”

Or sometimes just… forgettable.

The Goal Is Consistency and Creativity

The strongest library brands find the balance between the two.

They create enough structure to feel recognizable and enough flexibility to feel human

Because your audience does not want every piece of marketing to look identical. But they do want every interaction with your library to feel connected to the same organization.

That’s the sweet spot.

Ask yourself: If someone removed your logo, would people still know it’s your library? The correct answer needs to be… yes! So how do you get there?

Start Here: Define 3–5 Voice Traits

Choose 3–5 words that describe how your library sounds.

For example:

  • Friendly
  • Clear
  • Encouraging
  • Inclusive
  • Curious
  • Whimsical
  • Authoritative

Make sure you give staff examples, like this:

Academic vs. Conversational

  • Academic: “Participants are invited to attend a program focused on early literacy development.”
  • Conversational: “Join us for a fun program that helps your child build early reading skills.”

See how it’s the same message but with very different vibes?

Here’s another example:

Passive vs. Active

  • Passive: “Registration is required.”
  • Active: “Sign up today to save your spot.”

Naming your voice traits helps your staff with this little self-test: Before publishing anything, staff can ask:  “Does this sound like us?” If the answer is “no”, it’s time to head back to the drawing board.

Visual Consistency Without Template Burnout

Let’s talk about design, because this is where frustration builds fast.

Rigid templates with stringent oversight seem like the answer. But over time, they limit creativity, get ignored by staff, and may not fit every situation or program at your library.

So instead, focus on visual systems rather than templates.

Standardize:

  • Color palette
  • Font pairings
  • Logo usage
  • Image style (bright photos, illustrations, or icons?)

Do NOT over-standardize:

  • Layouts
  • Copy
  • Creative concepts

This gives you consistency and flexibility. Here’s an example from my own library. 

These are three different plant programs at the same branch, but their graphics are all different, yet connected by elements like colors, shapes, and consistent fonts.

The Bottom Line

Consistency doesn’t come from control.

It comes from:

  • Clear direction
  • Shared understanding
  • Practical tools

When your staff understands the brand, they don’t need to copy and paste. They can create. And that’s when your library starts to feel like one cohesive, recognizable experience, no matter where or how someone interacts with you.

So, what other questions do you have about branding? Ask in the comments, and I’ll tackle them in a future episode of The Library Marketing Show!

Want more help?

Are Specialty Logos for Services a Good Idea? Here Are the Pros and Cons

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How to Really Measure What’s Working in Library Marketing… Without Invading Patron Privacy

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#LibraryMarketingShow, episode 334

How do you prove your library marketing is working without tracking everything your patrons do?

It’s a challenge many library marketers face. You’re expected to show results, but the usual tools and tactics don’t always fit.

In this episode of The Library Marketing Show, I share a few meaningful metrics you can use to demonstrate impact while still respecting patron privacy.

Plus, we’ll give kudos to a library in the UK for their unusual “outreach librarian!”

Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.

Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries! Watch it now.

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

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How to Build a Cohesive Library Brand Across Your Entire System

Black-and-white photo of two women standing behind a library circulation desk, surrounded by shelves of books and large windows. Overlaid text reads “How to Build Your LIBRARY BRAND!” with “Library Brand!” in bold orange lettering.
Photo courtesy Cincinnati & Hamilton County Public Library

In this post, I walked you through what branding really means in a library: It’s the consistent experience people have every time they interact with you.

Now comes the harder question: How do you actually make that happen across an entire library system? Believe me, I know what a struggle this can be!

The Real Problem Isn’t Branding. It’s Alignment.

Most library marketers I work with tell me they struggle with branding because the library system is very siloed. Libraries are collaborative by nature but decentralized in structure.

Most library systems have:

  • Multiple branches
  • Multiple departments (youth, adult, outreach, etc.)
  • Staff with different backgrounds and comfort levels with marketing

So people do what they think is best in the moment. And over time, that creates inconsistency.

  • Each department and branch creates its own promotional materials
  • Messaging varies depending on who writes it
  • Tone and style vary depending on who writes it

No one is intentionally trying to dilute the brand. But no one is working from the same playbook, either.

The Fix: Give Staff Clarity, Not Control

Here’s where many branding efforts go off track. Leadership tries to “fix” inconsistency by:

  • Locking down templates
  • Requiring approvals for everything
  • Centralizing all marketing decisions

That might create consistency. But it also creates bottlenecks, frustration, and disengagement. It also lowers staff morale, because it appears that leaders don’t trust branch or department staff to do their jobs.

Instead, what staff really need is clarity.

The 2 Things Every Staff Member Needs to Know

If you want your entire library to create promotion using one brand, every staff member, regardless of their role, should be able to answer these two questions:

1. Who Are We?

I’m not talking about reciting your mission statement. I’m talking about your library’s personality, tone, and voice. 

Are you:

  • Friendly and conversational?
  • Educational and authoritative?
  • Playful and creative?

If staff don’t understand this, they’ll default to their own voice.

2. Who Are We Talking To?

Your audience is not everyone. I know that’s so hard to understand when you’re working in an organization that aims to serve everyone.

But when you are working on promotions, you have to target a specific audience. So, your staff must be trained to think in specifics.

Who are they hoping to see come through the door as a result of their promotion? Are they looking for:

  • Parents of young children?
  • Job seekers?
  • Lifelong learners?
  • Teens looking for a place to belong?
  • Some other target audience?

When staff can identify the specific people they are trying to reach, their messaging becomes more consistent — naturally

How to Communicate Your Brand to Staff

Your library doesn’t need a 40-page brand guide. Most libraries only need a simple document that includes:

1. Voice Traits (3–5 words)

These are the personality descriptors that guide how your library “sounds” in writing. For example:

  • Friendly, welcoming, knowledgeable, community-focused
  • Curious, inclusive, encouraging, playful
  • Helpful, clear, approachable, trustworthy

For example, if your library decides its personality descriptor is “helpful, clear, approachable, and trustworthy,” you can tell staff that instead of saying, “Patrons must return materials by the due date“, you’ll say, “Just a heads up… return your items by the due date to avoid any fees.”

2. Visual Guidelines (colors, fonts, image style)

These define how your library looks visually across every tactic and channel, including social media, flyers, signage, and your website.

For example, your library might have three colors in your brand palette. Each color likely represents a feeling or emotion that you want your community to experience when they encounter materials from your library.

Let your staff know about the intentionality of your color palette by explaining each color’s associated emotion, like this:

  • Primary: Deep blue (trust, stability). We use this color for promotions about our hours and policies.
  • Secondary: Bright orange (energy, engagement). We use this color for promotions that include a call to action, like signing up or registering for a program.
  • Neutral: Light gray or cream. This color provides us with a clean background for promotions.

Set guidelines for font use. Be sure to lay out which font staff should use for headlines, body text, or as an accent font for special promotions for kids’ programming, summer reading, or other big programs.

Finally, give staff clear direction about the use of photos in your promotions. You may want to indicate that all photos must depict real patrons in one of your branches. (Check out this post about how to do a “stock photo day” to build your library’s cache of photos.)

If photos of real community members are not an option, let staff know what kind of stock photos they may use. For example, you may set guidelines that all staff photos must include:

  • Warm, candid, natural lighting
  • Diverse, inclusive representation
  • Focus on interaction (reading, attending programs, using spaces)

Coming Next

Now that you know how to align your team, there’s one more big challenge.

How do you create a consistent voice and look without making everything feel rigid and templated?

Your job is not to control every piece of marketing. Your job is to:

  • Set the direction
  • Define the brand clearly
  • Equip your team to execute

That’s what we’ll tackle in Part 3, which will publish on May 11.

Want more help?

Branding for Your Library: Stand Out From the Crowd With Smart, Strategic Placement of Your Brand

Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

3

How to Do Social Media When You Don’t Have Time or Staff!

Watch this video now

#LibraryMarketingShow, episode 333

Running social media for a library is challenging. Running it alone is something else entirely.

A viewer recently asked how one person is supposed to handle it all — and it’s a question many library marketers are quietly asking.

In this episode of The Library Marketing Show, I share strategies to help you stay consistent, reduce overwhelm, and focus your efforts where they’ll have the biggest impact.

Plus, we’ll share kudos for a library that received a huge shout-out from a major author in a major magazine.

Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.

Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries! Watch it now.

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

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AI Just Changed the Rules About Email Marketing. Here’s What Libraries Need to Know

Watch this video now

#LibraryMarketingShow, episode 332

You might be writing the same great library emails, but getting very different results lately.

That’s because email platforms like Gmail, Yahoo, and Outlook are changing how messages are delivered and displayed, with AI playing a bigger role than ever.

In this episode of The Library Marketing Show, I walk through what these changes mean and how to adjust your email marketing strategy to keep reaching your audience.

Plus, a library nominates their neighboring organization for kudos… find out why!

Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.

Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

Miss the last episode? No worries! Watch it now.

Subscribe to this blog, and you’ll receive an email whenever I post. You can also follow me on the following social media platforms:

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