Daniel Goleman 
introduced the idea of emotional intelligence.
He identifies five areas that contribute to emotional intelligence:
Self Awareness: Know your brand personality, what you offer and what people already think about you.
Motivation: What are you trying to accomplish with your marketing? Be honest about how you want people to respond to your marketing.
Empathy: How will people receive your marketing? Do you have their interests in mind or just yours? Do they get more out of the transaction than you do?
Self-Regulation: Can you filter out the insincerity, the self-interest and anything else that will annoy, offend or interrupt?
Social Skills: Can you communicate your message in a way that is thoughtful, authentic and human?

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