Today, I wanted to talk with you about an ingredient I commonly see missing from content. And this is really important because if you don’t get it right then everything falls flat.
- No one comments on your blog posts
- No one signs up for your mailing list
- No one buys from you
So, what is this missing thing that your content must have?
It’s emotion. You must make your readers or viewers FEEL something if you want them to connect with you and hopefully, make a purchase.
Here’s how to add more emotion into your content….you can read or watch below:
Keep in mind that we’re not talking about manipulating your audience because I hate that kind of marketing. I think it’s scammy. We’re not preying on people or trying to make them feel insecure so they’ll buy our product. That kind of stuff makes me want to shower.
No, I’m talking about using emotion to connect with your audience, help them feel something, and encourage them to take action.
Think About Your Customer First
Start by visualizing the scene in your head, OK? Imagine your ideal customer’s facing the problem you solve right now.
For example, let’s say you’re starting a business as a simplicity and minimalism coach. You want to help women pare down their lives, remove clutter, and simplify their homes. It’s what you’re crazy passionate about.
So you need to convince people to take action and hire you. You’ll do that through content marketing, of course.
Now when you’re writing a blog post or article, it might be tempting to start with a bunch of dry statistics.
You know, this many American women are overworked and overwhelmed or one of out every four women spends X amount of hours searching for lost things.
These statistics might be interesting but they’re not likely to connect very well with your audience. That’s because stats are just more information and your goal isn’t information.
Your audience is DROWNING in information but they’re desperate for CONNECTION.
Emotion is that bridge.
Brainstorm All the Feels
So instead of statistics, start by brainstorming how most of your clients feel before they hire you…a few emotions could include:
- Overwhelm at the chaos in their homes
- Frustration that there’s not enough time to organize it all
- Despair over where to begin simplifying
- Embarrassment that things are so messy
Now that you have a few emotions, pick one to target and build a piece of content around it. For the sake of today’s post, we’ll choose frustration that there’s not enough time to organize it all.
So you could create a post on 10 Ways to Organize Your House in 15 Minutes or Less. Then just choose 10 small chores your audience could do to kickstart the decluttering process. These are all small tips because your community is frustrated and needs bite-sized solutions.
If you created the content well, your audience should get to the end of your blog post or video and start feeling hopeful. They think, “Wow, maybe I can do this!”
And if you brought them that far then great job but you’re not done yet. Now, you want to promote your skills.
Include a call-to-action.
Something like, “Hey, as a busy mom of five kids, I know how hard it is for mamas to declutter. That’s why I’d love to sit down with you and create a customized plan for simplifying your home. Book a quick consult with me and we’ll get started today!”
Then of course, give them the link so they can follow through.
So remember, focus on EMOTION first when creating content and of course if you have questions about content marketing, feel free to comment on this video or below this blog post. I’d be happy to help you out. 🙂