You do don’ t you? Care about your audience that is? You want what is best for them? You want to get to know them? You want them to understand you? You want them to be loyal to you, your business and brand –– don’ t you?
I mean without them – what are we? So how do you make it all about them in your copy and content I hear you ask? Well, read on and see….
Firstly: Never underestimate the power of emotions
We all want to be able to relate to one another. At this point in our online social boom, we have found more than ever that we want to connect with one another. We want to engage. We want to see ourselves in the content we see. We want to be able to visualise ourselves on the page.
We all want to feel understood and we want to be able to relate to one another. So, by getting to know your audience and by using language that speaks to your audience, you can really get to know them. You get to see what they see. You get to solve their pain points. You get to move them from one emotion to another.
Not manipulation. That’s not what I mean. And that’s a very different thing. But by knowing what worries your customer, what troubles them and what bothers them; you can look to fix it for them. You can be their hero.
Neil Patel details the importance of emotions and psychology in an article he wrote and published called, ‘how to incorporate psychology and emotions into your copywriting’ . In it he looks at and describes what we look for as buyers and what factors we may think of before we purchase.
He also goes on to address the well-known book by Robert Cialdini called, ‘Influence: The Psychology of Persuasion’ . In which Cialdini talks of the 6 key principle human behaviours in varying situations; ‘Cialdini mentions the six keys of influence as follows:
These six principles are the key to understanding human behaviour in a range of situations. You as a writer and marketer can use them effectively in your copy to reach your audience in a unique way.’
So you see, emotions really do play a vital role in understanding your audience. By seeing your customer’s real-life situations and providing a valuable solution; you get to address your audience. You get to offer them insight, inspiration and to create a channel of communication.
Not only can you do this through your product or service, but in the copy and content that you produce too. By having your ear to the ground, you can offer very practical solutions to very real problems that your audience has.
How you make your customer feel, creates a customer experience like no other. Of course, don’ t force emotion within your copy and content. Keep it natural and align it to your business and brand.