We all want a positive response to the content we work so hard to create. In fact, just a positive response is not enough. We want the audience to take some actions that we desire.
For example, when I write content for advertisements, I am not satisfied to see only some comments. Rather, I want my target audience to find it so interesting that they would take the action I wanted them to take.
And that means you’ve got to stir something in the audience so that they will be moved significantly before they are compelled to take the desired action.
Here are a few smart ways to create an emotional connection with readers and help them move along the buyer’s journey.
1. Use a Positive Tone in your Headlines
Your headline is the first thing that your reader lays their eyes on. The way you write your headline frames their experience and sets the tone for how people read your copy and remember it. This is why you must use a positive bias in your headline to make them stop and pay attention. Positive language stimulates the frontal lobe and improves cognitive function. When your audience sees – what’s in it for them, they are more likely to consume the entire or most part of the content.
2. Vivid Storytelling
The key is that your story must be so vivid that the readers’ can feel the journey and see the outcome of the story happening to them.
We’ve used stories to engage with others since the dawn of time and things haven’t changed much. We all love a good story because it evokes emotion, don’t we? Stories are a great way to capture people’s attention, motivate them to read more of your content, and ultimately, get them closer to the action point. In fact, stories are more memorable than just facts.
You can use storytelling in your writing. For example, you can use real-life stories or some created ones to show success and failure. This means you can show the reader what a successful person and an unsuccessful person would look like in that story.
3. Add Power Words to your Copy
With a dash of powerful words in your copy, you can make it more compelling for readers and boost your conversion rates. Using powerful words can trigger a psychological response from your audience’s emotions and increase engagement. Such words hold the power of persuasion to influence readers.
Words such as:
are some research-backed power words you can use.
4. Hold a Unity Rally
We all belong to various groups, ranging from nationality to different languages, to favorite sports teams. Appealing to the tribal nature of an audience that’s part of your group naturally invokes emotion.
Unity goes beyond simple similarities and liking, and instead reaches the point of shared identities. Sometimes, you can even use unity to inspire others to join the group.
5. Be like Me
Emulation works on the group identity and is powerful, and when you position yourself as a role model to your audience, people will feel a strong need to be emotionally connected.
Though it sounds arrogant, if you’ve done the hard work of becoming a likable expert, your audience will naturally choose to emulate you in certain ways, or even desire to be like you.
Think of the whole “personal branding” movement. Everywhere you look, people are becoming micro-celebrities hoping to charge you money so you can be like them – and in many cases, it works.
6. Consider Negative Language
Aside from the FOMO, fear of failure, loss, looking stupid, etc., often come into play in your audience’s minds. Fear is a primal human motivator. It triggers your audience to act. That’s why it can be your ally in persuasive content.
Use negative language in the content’s headings and intros. When people read negative words, such as damaging, idiot, crash, stuck, devious, fail, miss, ban, and never, they get confused, feel uncomfortable, and begin to worry, even if subconsciously.
Now you may wonder why I am asking you to use negative language while my first tip was to use a positive tone. This is simple. You need to use negative words to highlight the problem and also use positive words to show them the solution. There is no conflict indeed.
7. Be Personable
While your first priority is to provide for the reader, don’t be afraid to let your own personality show.
In order to connect with your reader, your writing needs to foster a personal relationship.
• Share personal stories
• Include photos and videos
• Encourage readers to engage with your content
• Write as you speak
8. Know your Stuff
This might be the most important factor when writing a piece of content, especially when writing to a specific niche. Your target audience knows their stuff. You should know more about what they will need and appreciate.
If you write about an idea that isn’t your own, always cite your sources. Your reader should feel that they are getting their information from a credible source.
So, what if you don’t know a ton about your topic?
First, perform some general research. Find out what content is already available. Is there any recent coverage of your topic or any controversial issues related to your topic?
Next, reach out to some experts. Find out what they know and what opinions they have on the subject. When you have completed your writing, reach out to them to check the facts and provide feedback.
None of these techniques are going to make anyone do something they don’t want to do. In fact, more often than not the desired action has to be in their best interest first and foremost and yours secondarily.
You may get some action, if you selflessly and unconditionally give away something useful, perhaps they’ll do a favor for you in return.