Feel-Something Messaging: Lyrical Lessons That Moved Hearts & Markets

Shamia Davis
Sep 3
5 min read

There’s something special about being an ‘80s baby raised by ‘90s R&B and hip hop music.

I mean, it’s a whole vibe.

A beautiful blend of the past and nod to the future, this era of music sparked emotions deep within. It was and still is therapy...a mirror or even a prayer. The songs enraptured you, taking you on a lyrical and rhythmic ride into the deep recesses of your heart and mind.

Your messaging can be on the same wavelength. When your ideal clients read or hear your words, they should feel an emotional pull strong enough to illuminate the pieces of themselves that they masked with denial, doubt, or fear.

Your words should create a shift in their current thinking pattern.

That’s what I call feel-something messaging. To show you what I mean, let’s dissect five tracks that carried so much emotional weight, they stay on repeat, even decades later. Most importantly, I’ll share how you can channel the same energy in your brand. Let’s get it.

Emotionally-Rich Songs & Their Lessons

🎶 Zhane's “Sending My Love”

Emotions: Tenderness & Care

If I could mail my heart right to you I would. I’d wrap it up, seal it tight, and I’d send it overnight…

The soft melody of this stunning melanated duo showed us that intimacy doesn’t have to be loud. This song whispered love in a way that felt personal, like a handwritten letter from your high school crush. It featured pristine harmony, supported by a simple yet memorable bassline that gave it a groove that just felt right. The song oozed with gentleness.

Fun Fact: “Sending My Love” was produced by Naughty by Nature.

Messaging Lesson

Sometimes, your brand’s most decisive move is the subtle reminder that you see your audience and genuinely care about their needs. Communicate so purposefully that your ideal clients can feel the sincerity in your words. Rich storytelling and tenderness in your delivery can be the difference between just talking at people and truly speaking to them.

🎶Mint Condition: “U Send Me Swingin’”

Emotions: Vulnerability & Hope

“I was feeling like I’d never fall in love again, but you brought me joy… you made my heart sing.”

This track was about the hope of love after heartbreak and the courage to open up again when you thought you couldn’t. It was about holding onto possibility even in the face of uncertainty. The song screams that love is worth the wait.

Fun Fact: Mint Condition is my all-time favorite band. Hands down!

Messaging Lesson

Don’t just focus on your audience’s pain points (i.e., the heartbreak). Pair it with the vision of what’s possible (i.e., the renewal). Just like this legendary band reminded us that joy can re-enter the room after pain, your brand messaging should give your audience hope for a promising future. Create a strong duality of negative and positive, giving them messaging that feels both honest and hopeful. Show your audience that choosing you is a chance to believe again…a chance to say ‘yes’ to a future they’ve been craving.

🎶 Faith Evans: “Soon As I Get Home”

Emotion: Devotion & Sacrifice

“Soon as I get home, I'll make it up to you. Baby, I'll do what I gotta do.”

Faith’s song was about reciprocal, unselfish love. It explored a devotion that takes and returns the energy, effort, and commitment. With an angelic voice floating over keys, the lyrics felt like a vow to someone you love deeply and care for unconditionally.

Messaging Lesson

Reciprocity breeds loyalty. Your brand messaging should never feel one-sided, like you’re just asking for sales. Instead, show your audience that you see, hear, and understand them by giving them something worthwhile. Whether it’s unfiltered encouragement or education, reciprocity makes your words feel like a promise kept.

🎶DMX: “Ruff Ryders’ Anthem”

Emotions: Rage & Resilience

"Nothin' we can't handle, break it up and dismantle. Light it up like a candle just 'cause I can't stand you."

Can we agree that this song was a call to arms? While explicit, DMX incited a riot and sent a warning at the same time. His delivery was pure grit, all energy, and zero fluff. He said what he said with his whole chest and didn't leave any room for misinterpretation. His words were crystal clear and hella unapologetic.

Messaging Lesson

While you don't have to do it like DMX, stop trying to be “professional” and polite and start sharing your truth, real and raw. Stir up your audience, challenge them, and shake some tables in the process, if necessary. Your unapologetic stance will garner more respect than the status quo. Messaging that refuses to play small or by the rules will be remembered and celebrated when everything else is lost amongst the noise.

🎶 H-Town: “Emotions”

Emotions: Reflection & Longing

“Emotions make you cry sometimes. Emotions make you sad sometimes. Emotions make you glad sometimes, but most of all, they make you fall in love.”

Aptly titled, this R&B track with a strong gospel sound evokes a range of emotions, from sadness and joy to love and longing. It was a testament to the power of human feeling, even from the time in a mother’s womb. From H-Town’s perspective, emotions weren’t weaknesses but proof that you were alive.

Messaging Lesson

Your messaging has the potential to make people feel a plethora of emotions, so don’t just talk features, stats, or strategies. Show your audience that you’re human and respect the human condition. Your words don’t have to be polished or trendy; they just need to conjure genuine feelings. When you allow space for the full spectrum of emotion in your storytelling (i.e., the highs, lows, tension, and release), you make your messaging relatable.

Bringing It Full Circle

Every one of these songs moved us. Tenderness, heartbreak, hope, devotion, boldness. They weren’t afraid to go there, and that’s why they remain on our playlists today.

We don’t need any more surface-level copy and messaging that could belong to anyone, but words that people recognize as undeniably yours.

🎤 Like Mary J., when she gave us heartbreak in “I’m Going Down.” Your audience needs your honesty.

🎤 Like Maxwell, when he gave us intimacy in “A Woman’s Work.” Your audience needs your warmth.

🎤 Like Lauryn, when she gave us reflection in “Ex-Factor.” Your audience needs to feel seen.

🎤 Like Goodie Mob, when they gave us unrest in “Cell Therapy.” Your audience needs your disruption.

Different songs, different emotions, but the thread is the same: they all hit deep enough to resonate and stay with us.

📌Final Note

The truth is, feel-something messaging is the only kind that lasts. Algorithms change, and platforms come and go, but emotion is timeless.

When you position your brand with words that pull people in, you’re no longer just another business in the endless feed of Reels and static posts. You become the brand they come back to, and ultimately, the one they patronize.

In the end, your ideal clients won’t recall your features or price points, but they’ll remember how your messaging made them feel.

So, before you post that caption or send that email, ask yourself these questions:

Is what I’m saying enough to spark genuine emotion?
Did I show duality, for instance, the good and bad sides?
Am I leaving them with something unforgettable and exclusive to my brand, or can they Google this info?

Better yet, you can outsource the words to us, and we’ll ensure every word hits like these five classic ‘90s tracks.

Book your complimentary copy chat today!