People don’t sign up for your newsletter, they don’t purchase your products.
Well, ask yourself this: Why are you writing each blog post?
We know that it has to entertain, educate or otherwise bring some sort of benefit for the reader, right? After all, if your reader isn’t getting something from the post, they don’t really have any reason to read it, much less sign up for your email list or buy anything from you.
Every post you write needs to compel your reader to take an action. Do you want them to sign up for your newsletter? Are you asking them to buy something, or to click through on a sponsored link? No matter what your goal is, you increase your conversion rates when you use emotional triggers to motivate action.
Plainly said, people make decisions based on their emotional response to something. Oh, they may justify it with logic, but emotion is always the main trigger. We want to be smarter, look better, be healthier, get respect… and you as a blogger need to understand those desires and work them into your content if you want people to respond to your writing and take the actions you’re looking for.
Here are five ways you can start working emotion into your blog content, so you can start seeing more results:
Connect Emotion to Their Problems
Look at the first line of this blog post. Does it resonate with you? I would imagine if you’re still reading to this point it’s because you are frustrated, and you’re looking for a solution.
See how I used that emotion – frustration – to connect with your problem?
Get people to take action by stating their problem emotionally. Whatever problem you’re solving, think of the emotions that are involved.
- “Stressed out because your 3 year old still won’t use the potty?”
- “Overwhelmed with work, but still have to get dinner on the table?”
Those emotional terms are ways to connect immediately with the person who needs your product, service or the product you’re sponsoring.
Connect Emotion to the Solution
With the problem, we connected with a negative emotion – the solution is going to be connected with a positive emotion.
- “Imagine stress-free meal times with pre-written menu plans and shopping lists”
- “How proud your baby will be when s/he can potty all by his/herself!”
Use Emotional Words and Phrasing Throughout Your Content
Need more words? Check out this nice list of emotional trigger words from CopyBlogger.
Use Tools To Help You
Check out Paul Galloway’s Rational/Emotional Word Tool. Just plug in the URL of any page on your site and the tool will give you suggestions for changes to make your copy more emotional.
Connect Emotion to Your Headlines and Calls to Action
We’ve talked about headlines and why people click – the headline evokes curiosity, fear, or some other strong emotion.
Your call to action has to do the same thing. Look down at my call-to-action, and what it’s telling people:
1) Get Smart – Emotional response: fear of being stupid (it’s a real thing, y’all!)
2) Get More – Emotional response: fear of missing out on something good.
3) Get Connected – Emotional response: Fear of not being included (It’s members only stuff!)
Remember also that urgency is a great motivator: “Buy now, because they’re going fast!” This motivates someone who is feeling wishy washy to go ahead and act before they lose the chance.
Always remember that everything people do, they do for emotional reasons.
1. What emotion is your reader feeling about their problem?
2. What emotion do they WANT to feel?
3. How can you use that to make them take action?
Put yourself in the reader’s shoes and think about how you would want to feel, and what would motivate you to purchase a product. Great content speaks to those emotions and motivates the reader to take action.