There’s a common misconception that blogging is a simple task: you sit in front of a screen and type until your document is filled with elaborate narratives about the world, personal revelations, and expressions of joy or frustration – all revealing our true selves.
Beyond the personal elements of business blogging, the potential it offers is limitless. Business professionals have transformed this tool – often perceived as a platform for narcissists and the self-absorbed – into a profitable means to an end.
The real challenge lies in determining how far you can delve into your personal life to inspire your readers. Can you incorporate social and emotional aspects of your existence into your content, encouraging readers to become more emotionally invested?
Consider this: the majority of internet shoppers are emotional buyers. They make purchasing decisions based on logical criteria, which they often disregard due to an emotional aspect of the purchase (the product reminds them of someone, they support the content writer, etc). If crafted correctly, your writing can persuade people to part with their money.
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Making That Emotional Connection
Connecting with your readers on an emotional level is not for the faint-hearted: it requires persistence, perceptiveness, and resilience, even when immediate success is not achieved.
Emotional writing is challenging and leaves you exposed, not because it provides ammunition for critics, but because it demands accountability for your words and actions.
Before embarking on this journey, decide if it’s something you’re willing to commit to. The following questions may guide you:
- Are your readers familiar with your business’s stories?
- More importantly, are you and your employees connected with your story?
- What defines you as a company and which stories are most relevant when trying to emotionally engage with your readers?
The primary challenge content marketing faces in connecting with its audience is that it often fails to evoke any emotional response.
Content should not only establish connections but also nurture them. What your audience connects with is what they identify with and adopt as their own.
Since the pure information that content marketing typically consists of lacks the ability to build trust or rapport with the audience, it’s clear that you’re off to a shaky start.
How To Be Emotionally Engaging
So, how can you enhance your chances of emotionally engaging your audience?
1. Add A Personal Touch To Your Articles
While excessive drama is not recommended, there are aspects of your personal life and your business’s stories that can be shared to help readers understand your company’s journey, the work environment, and the passion invested in your product.
Share amusing incidents that you and your colleagues reminisce about, adding your unique spin, so that readers start to feel included in your world.
This approach will help you develop a distinctive voice that loyal readers will remember. They will also learn to trust you more. For businesses, emotional writing reveals your human side, aiding in branding your business more effectively.
2. Appeal To Natural Curiosity
Humans are innately curious, so tapping into this trait can yield significant success if done correctly. Instead of creating articles, create stories that people would be interested in reading and sharing.
Consider revising titles and subtitles to relate to personal stories rather than statistical information. For example, replace a title like “Treatment options for obesity” with “How I overcame being overweight” or “Rediscovering myself after conquering my condition” – titles that pique your audience’s curiosity and make them want to read your content.
These titles also offer readers hope and serve as evidence of your success in implementing what you advocate. Such writing can be personalized for any requirement, regardless of your company’s niche.
3. Spark Meaningful Conversations
Open-ended questions and controversial posts can stimulate your readers to actively engage in discussionsabout certain topics. By appealing to their emotions, you can actually enhance your products.
Consider a Twitter post about a product you sell where followers express concerns or dislikes. This not only provides an opportunity to improve your product at no cost (much like a beta test), but it also allows you to address unspoken concerns your customers may have and openly discuss your policies and views. This transparency shows followers the thoughtfulness that goes into creating the product you are selling.
4. Draw Attention
Your posts must be eye-catching to potential readers and customers, meaning they must be compelling. Optimize your headlines. Make them sensational and provocative, so that anyone who stumbles across your article or post feels compelled to read it.
Choose images wisely as they attract the most traffic. Ensure they are relevant and consistent with your brand identity and use image SEO techniques to maximize visibility.
Your ultimate goal is to establish a relationship with your readers. They need to trust you and your company if they decide to purchase your product. Go beyond merely providing basic information: offer your readers practical applications of what you write.
They are purchasing products from a person, and when they get to know the person they are buying from, they’ll be less hesitant to spend. The key is to have the courage to expose yourself, despite potential criticism. It will be worth it.