This article is meant to make you feel powerful. Yes, you are! The words, and in general, all kinds of information have an unbelievable potential. Look around, the words are everywhere: from the magazine you were reading during your morning coffee and to this beautiful movie poster in the nearby cinema.
It is still a big question if we are getting all the information through the words, or through the body language. Scientists regularly argue about this topic. Actually, those kinds of arguments are quite entertaining to read. Anyway, the main point of the discussions is to understand the percentage of the information we are getting through the words.
Some scientists consider that this information is less than 7%, while other modern researchers show that it must be at least 50%. No matter what scientists will decide, it is obvious, that the words have an enormous power, that you can easily utilize in your own purpose. This is called 'emotional marketing'.
Well, if you are a business owner, your purpose is clearly to sell. And the content is here to help you! Did you know that nearly 20% of all purchases are based on impulse? Here are 4 effortless ways to increase your sales by those 20%!
PLAN THE EMOTIONS!
I will tell you a secret, everyone has problems and desires. Thinking about what your product is going to give to a customer, solve a problem or fulfill a dream, will help you to understand what emotions you have to trigger in order to reach your goals.
According to many studies, we have 6 basic emotions: anger, disgust, fear, joy, sadness and surprise. Obviously, in most cases, we would rather deal with the positive emotional marketing. Remember, that happy people usually spend more.
In any case, always plan what kind of emotions you want to trigger, and make your campaign easy to understand and transparent. Planning will also help you to avoid some of the unwanted reactions. So take a look at your content and think if you have the emotions, you were expecting a potential customer to have.
Emotions are contagious. If you are writing about your new product or service, in the same way, you would describe the process of dusting the shelves…are you really expecting customers to buy your products in a rush? Seriously, try adding emotions to your content. Let’s see it on an example, a hypothetical one, of course:
Our new yoghurt contains 15% more calcium, and we also increased the size of the bottle by 250 ml.
Honestly, I wouldn’t be excited about this information. It doesn’t touch me and doesn’t cause a “Wow Effect”. Abracadabra! We are adding emotions:
After the years of research, here comes the very first yoghurt with the increased content of calcium! Day by day it will make you stronger and healthier. Feel the delicious taste of health!
Isn’t that better? We woke up the reader’s emotions, making them feel as an explorer – “The very first yoghurt”; responsible for their own health, by eating the right “stuff” – “Make you stronger and healthier”; and, of course, we made them think about pleasure with the word “delicious”. This is not just a formal description; this is an expressive statement that turns on the associations.
MAKE A PROMISE!
No, you are not making an oath to give a house. All you should do is to promise, that your product will make a customer feel special. Look at the beauty stores: gorgeous models with flawless faces are advertising cosmetics. You get a product in expectation to look the same way and feel same happy as they seem. How can you adapt this strategy to less luxury industries?
Let’s imagine, you are an insurance company (yes, it’s a tough example). In this case, you promise your customer safety in any conditions, a feeling of security. Paint a safe world in their imagination, give them confidence, and be sure customers will be impressed.
Think about what kind of promise you could give to your customer and concentrate on this emotion. That easy!
CHOOSE A RIGHT TONE!
The manner in which you talk to your customers is as important, as the message of your content. You can’t joke around; if you are a lawyer, because that will eventually transmit wrong signals to your readers.
Try to speak the same language, as your customers do – check the forums, read their emails, and use all this lexis to describe your product. Speaking the same way will create a unique feeling of understanding between you and your client.
A brilliant example of ‘Speak the same language’ marketing is Asos. The online store is oriented on the younger women and men, identified as millenials. So look, what words they choose: ‘stuff’, ‘hang out’, and etc. A great marketing move!
FROM THEORY TO PRACTICE
All in all, it’s nothing hard in being compassionate. In case you are feeling insecure while writing ‘emotional’ content, try this simple exercise, we can call it a ‘content brainstorming’. I’m using this quite often to create content. First, write whatever comes to your mind, even the craziest ideas. After, try to choose the best ideas, the ones that don’t leave you indifferent. And voila, the base of you content is ready. Or go the opposite way, take the basic neutral content and add as much of bright colors as it is appropriate.
I wish you an emotional inspiration!
What methods do you use to create a ‘special’ atmosphere with your content?