May 19, 2015
Stop scanning, slouching, switching between tabs and devices. We get it…you’re bored as you stand in a queue, you’re pretending to work as a protest against your unreasonable boss.
Sometimes life can suck the very zest out of you. Often people can turn into full-on zombies – lifeless, limp, zoned-out, weather-complaining, commuting-hating, what-is-this-life-anyway zombies.
Content Marketers You Have a Job:
You need to make your readers feel again, you need to make them care again. Because your words aren’t just competing with your competitors’ – they’re battling against every single element of a busy, draining, need-to-be-inspired again life.
Your New Mission: Make your readers believe – twice. Once for the weight of your words and once for the shiver of your statements.
Below I’ll explain how to tap into the art of persuasion and find that seemingly-impossible-to-reach but absolutely-essential balance between logic, emotion and credibility. I promise you – this knowledge could save your content marketing.
People think they are rational creatures guided by rational thoughts and influenced by deeply logical arguments. Well people are wrong. Emotion shapes our decision-making process far more than the average ‘logical’ person would like to believe.
Before you begin writing, consider the emotion you would like your readers to feel while reading your content. Do you want them to feel inspired or motivated for example? Your selected emotion should act as the driving force for your content. For example, if you want your readers to feel inspired, check that each paragraph contains energy – your words should be pumping with vigor, excitement and urgency.
A Note of Caution: Understand Your Customers Before You Make Them Feel.
You have no business trying to make your readers feel anything until you understand them. And I mean really, truly understand what motivates them, what makes them mad, what makes them worry. What problems do they want solved? What will make their commute that little bit better? Before you try any of the below steps you will need to ensure that you’ve created fully-fleshed out personas. You can then consult your personas to help you get into the mind of your target audience before you write.
Put simply, readers need to believe that you know what you’re talking about. Your readers are naturally skeptical and the more articles that get published online, the more people begin to question their credibility and quality. You need to prove that you know what you’re talking about by backing up your content with logical statements, research, evidence and credible sources.
‘Character may almost be called the most effective means of persuasion,’ according to Aristotle. It has never been more important for content writers to establish credibility – people want to read content from people they trust and can believe in. If you’re an influencer, for example, or an expert in your area your blog posts will hold more weight in your industry.
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