To put the audience of your rhetoric or practical communication in a certain emotional state is one of the main Means of persuasion.

Practical thinking and action are not affair of the mind alone, emotions cannot be excluded. As an author of practical writing, it's your task to persuade the reader in the worthiness of your objectives. You should be a little propagandist and orator, appealing to emotions.

In ‣, Jonathan Haidt makes even stronger argument: intuitive thinking (of which emotions is a subset), "the elephant" does moral and political judgement, so it should be addressed first.

To appeal to emotions effectively, Know your audience.