An overprotective father reluctantly puts his baby girl on a school bus for her first day of school. Although this is her first school bus ride, this experience will be a first for him too, as he is entrusting her safety to the bus driver. He holds her hand and waits with her, asking her if she’s excited about the bus ride. She looks so small standing next to him, as she shyly looks up and unconvincingly replies, “Yeah,” in a small, timid voice.
As the bus pulls up, he reassures her that she’ll be fine, gives her a kiss, and tells her she looks very pretty. She starts to climb up the bus stairs, turning to give him one last look, and his heart almost breaks when he sees the scared look in her eyes. As the bus pulls away, he decides to drive alongside to watch over her, but to his surprise, he sees that she’s already laughing with the other kids, and has completely gotten over her fear of the big bad school bus. He smiles, as a huge weight has been lifted off his shoulders and looks ahead, ready to get on with the day.
At first glance, the above story appears to be a father’s tender recollection of his daughter’s first school bus ride. The truth? It’s actually a summary of Subaru’s newest commercial. This latest addition is part of their recent line of emotionally charged commercials and corresponding slogan, “Love, it’s what makes a Subaru, a Subaru.”
You may be thinking to yourself, “Um...Subaru sells cars, not greeting cards. So, why does this commercial look like it was designed by Hallmark?
One word: Emotion.
Emotions are an essential part of communication, and an integral component of content creation services. The genuine capacity to feel is what makes us unique as human beings and inevitably connects us to each other.
Although your content creation services should be logically structured, it’s also very important for your campaign to have a high emotional IQ to really connect with your audience.
Why is this important?
Because people often remember how something made them feel—long after they’ve forgotten the content.
Maya Angelou, Pulitzer Prize-winning author, concisely sums up this point: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
This post will explore how using emotions in each stage of your content creation services are crucial to grabbing and keeping your prospects’ attention—all the way to purchasing your product or service.
1) Lure ‘Em In (The Awareness Phase)
This is the ‘do or die’ phase; you’ve got to get your prospects’ attention here or you’ll lose them forever. A powerful way to initially make people aware of your company is to create memorable content that is also highly useful.
Are your content creation services telling a story?
Notice how I began the post with a story centered around a Subaru commercial. I was illustrating how you should use your content creation services to give your company a human touch and to make your brand come alive.
Let your customers get inside your head; share with them the reason why you’ve created your content piece - so they know why they should care, too.
Remember, during this stage it’s not just about increasing your optins; it’s about demonstrating to your audience that you empathize with their problems.
How can you emotionally engage with your audience?
First, remember to be as genuine as possible. Yes, you want to create moving content creation services, but you don’t want to come across as anything less than authentic. Second, begin all of your content creation services with in-depth keyword research—pay attention to the most searched for keywords and keyword phrases. This will allow you to “speak” to prospects in their language. Third, create content, such as ebooks, whitepapers and video with emotionally charged headlines and text. Fourth, make sure that you overemphasize any feelings associated with the problem at hand. Is your audience frustrated? Are they angry or anxious? Be sure to really shine a spotlight on these emotions in your content creation services, because you’ll want to show potential customers that your product or service eliminates these feelings (this is especially important for the evaluation phase of your content creation services).
2) Turn Prospects Blind To The Competition (The Evaluation Phase)
Let’s go back to the Subaru commercial again. Why is this advert so popular? Its appeal stems from the fact that it connects people to a singular event. Every parent that’s put their child on a school bus has experienced the anxiety of that father; the thought of putting your child’s life in someone else’s hands is nerve wracking.
Subaru is banking on your ability to associate that memory with their brand, so that when you think of safety, you automatically think Subaru. This positioning sets them apart from their competition. Brand distinction is important in this phase, because prospects are actively measuring your company against your competition.
Whenever possible, use your content creation services to set your brand apart in order to discourage prospects from going to your competitors. Powerful webinars and case studies are two examples of content creation services that use data and emotion to keep your audience focused on your company and your brand.
3) Focus on How They’ll Feel in the Future (The Purchase Phase)
The purchase phase is the most important phase of your content creation services blueprint. At this stage, the prospect should already be educated on your product and should connect to your brand. At this point, you’ll want to stress how your audience will feel after they’ve used your product to get them into prime buying mode. If their problem is driving them crazy, use your free product trial or demo to emphasize how purchasing your product, will leave them feeling calm and carefree. In this final stage, it’s not about focusing on how the problem makes them feel; it’s about using your content creation services to help them visualize how they’ll feel after your product or service changes their lives for the better.
Want more insight into the key emotional triggers that convert leads into buyers? Check out the below infographic:
Emotion is a cornerstone of all content creation services. It directly connects you to your prospect and if used correctly, can help you foster a solid relationship between you and your audience.
To conclude, I’ll leave you with the words of Christoph Becker, CEO and CCO of gyro.com, a creative ad agency:
“There has never been a better time to reach our customers, but we have a choice. We can use all the technology and channels at our disposal merely to amplify our messages to the point of noise. Or we can use those gifts to give life and purpose and never-ending expansiveness to our ideas, to reach people in ways that matter, to ignite emotions.”
That’s my goal as a marketer. What’s yours?
How will you use emotion to influence your content creation services?
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