A water-in-oil emulsion having an oil phase (O) and an aqueous phase (A) at an O/A ratio of from about 1:8 to about 10:1; wherein the water-in-oil emulsion includes the oil phase as a continuous phase that includes an inert hydrophobic liquid, and the aqueous phase as a dispersed phase of distinct particles in the oil phase that includes water, a water soluble polymer, and at least one surfactant; wherein the water soluble polymer includes from about 1 to about 60 weight percent of one or more cationic monomers, wherein the amount is by total weight of the water soluble polymer; wherein the water soluble polymer is present in an amount from about 5 to about 40 weight percent of the water-in-oil emulsion; and wherein an aqueous solution prepared by inverting the water-in-oil emulsion by adding it to water has at least comparable viscosity build to an aqueous solution made from a water-in-oil emulsion of the same composition containing 15 weight percent more water soluble polymer. Also provided is a method of treating a portion of a subterranean formation that includes the steps of: (a) providing a water-in-oil emulsion according to the present disclosure; (b) inverting the water-in-oil emulsion by adding it to water at from about 0.1 to about 5 gallons of water-in-oil emulsion per thousand gallons of water to form a friction reducing treatment solution containing from about 0.0005 weight percent to about 0.12 weight percent water soluble polymer based on the weight of the treatment solution; and (c) introducing the treatment solution into the portion of the subterranean formation.