Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about making sure you’re aware of how your content makes people feel.
You have 2 seconds to get your audience’s attention. How are you going to accomplish that? Hint: it won’t be with stats and figures.
A successful content marketing strategy has to make people feel things. You can have all the stats and logic on your side, but the fact is people are not motivated by logic – we’re motivated by our emotions. So, if you want people to buy from you, you have to make them feel it.
1) What Are Your Marketing Goals?
The first thing you need to determine before creating any marketing material is the goal of that material. What do you want people to do once they’ve finished consuming the content? Click the “buy” button? Subscribe to your newsletter? Contact you to get more information? The action you want them to take will determine what you want them to feel. If you’re not sure which emotions prompt which actions, Jeff Bullas has some handy stats for you over on his blog.
2) Know Your Audience
It’s hard to make your audience feel much of anything if you don’t know what motivates them. What are their pain points? What got them to your site in the first place? What answers are they looking for? You should always keep your audience front and center throughout every aspect of your marketing campaign, and that includes the emotions they’re feeling and the emotions you want them to feel.
As mentioned above, you only have a couple seconds to grab your audience’s attention. Take longer than that and they’ll click away, so obviously the very beginning of your content needs to have a powerful emotional impact.
The same goes for the end of your content, where the call to action (CTA) should be. Again, if you’re going to get your audience to take action, you have to give them a reason to do so and your reason had better pack an emotional punch or they won’t be sufficiently motivated to take that action.
You can (and should) provide as much logic, stats, figures, charts etc. as you can in the middle of your content, but don’t forget the important role emotion should play throughout your content, especially at the beginning and the end.
A few months ago I wrote about a formula I sometimes use to create content that really packs a punch. It’s called the PASOP formula because it’s a five-step process and the initials of each step spell “PASOP”. Each step in that process targets a different emotion, and the formula is especially powerful because it uses a combination of negative and positive emotions. No one wants to be made to feel miserable, because that leaves them feeling hopeless. But if you do nothing but make them feel good, then they’re not motivated to change their situation by buying from you.
The PASOP formula is the best of both worlds by making the audience feel the pain of their situation, heightening that emotion, then tapping into positive emotions by showing them what could be, then back to the negative emotions to remind them that they have not yet taken the necessary steps to escape the pain of their problem.
If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you have any other questions about content marketing, or if you’re ready to ditch the DIY and hire a professional to level up your content, let’s chat.