Emotion is the secret ingredient that can make any content compelling. And the way to use emotion to make your content more compelling is to start by telling a story, injecting emotion into that story, and making it relatable to your target audience. Relatable content that appeals to the emotions of your target audience is the key to creating memorable and effective content.
Now, relatable content is really powerful and infectious. And it is really powerful because it is something that your target audience can relate to or identify with. When you share this type of content with your community, people are going to feel something because they can identify with that content.
And content that connects with people’s emotions is the type of content you want to focus on. And that is because that is the type of content that leads to conversations.
That is the type of content that generates meaningful discussions that can lead to sales for your business.
Now, there’s one marketer that has mastered the art of emotional content, and it has made him one of the most successful marketers of all time. His name is Neil Patel. Neil Patel is one of the most prolific bloggers in internet marketing, and what he does is he doesn’t just write articles. He tells relatable stories that are specifically designed to connect with the emotions of his target audience.
Neil understands the fears of his target audience, so he is in a better position to empathize with them. By being able to relate to those fears, Neil is able to craft content that is intended to eliminate those fears and develop a stronger, deeper emotional connection with his target audience.
What Neil does is he starts by highlighting a relatable problem that he knows his audience can relate to. He then goes into detail about how he was able to overcome that problem successfully, and he does this on a consistent basis. By sharing this type of content on a consistent basis, Neil is able to build trust and get into the hearts and minds of his target audience. And he has been able to build an empire online with this powerful strategy.
And that is what you need to do with your content. You need to inject emotion into your content. You need to tell relatable stories that connects with the emotions of your target audience. Focusing on emotions is the most powerful way to market your brand, your products or your services to your customers and to your prospects.
Now, for this strategy or any other emotional marketing strategy to work well, you’ll need to know your audience. You need to understand their problems, challenges, goals and aspirations, because that knowledge will give you the insights to create content that connects with their emotions.
So, how can you learn what hopes, dreams and fears drive your target customer?
One way to learn this information is with a survey. Surveys are excellent resources for identifying people’s fears.
You can also research your target subreddit. Reddit is a powerful market research tool where people talk about everything. These public discussions can offer valuable insights into concerns that your potential customers have and are talking about.
Here’s what you want to find out:
- What is their biggest fear?
- What problems and challenges are they dealing with that you can solve for them?
- What motivates them?
- What do they want?
- What do they need?
- What kinds of products have they bought previously?
- What are their favorite shops?
- What kinds of websites do they visit when they are online?
- What kind of apps do they use on their phones or tablets?
- What social networks do they visit?
Here’s an example of relatable content in action.
Let’s say that you’re a company that sells low cost, homemade raw dog food and you also ship nationwide. The company’s story begins with a dog owner who has adopted some puppies from a local shelter. But she wasn’t happy with the overall health of those dogs. The dogs had no energy, their coats were pale, and they had a host of health problems.
The puppies had been bred on a commercially processed food diet. After doing some research, she decided to switch the dogs to a raw food diet. Within weeks of changing their diet, her the health of those dogs was transformed. And that is what actually inspired her to create her business.
Now, this business owner will be able to share her story with her audience, and other dog owners will identify with her story. She can share real life stories from dog owners whose dogs were transformed by raw food diets. She can also create stories around the ailments that her dogs and her customers’ dogs were afflicted with when they were on a commercially processed food diet.
A lot of people will be able to identify with those stories. She can also share a lot of before and after images and videos, and all of that content will get a lot of engagement because other dog owners will be able to relate to that content.
That is the power of relatable content.
And that is what you need to do to make your content more compelling.
Start by identifying a specific problem that you have been able to solve for a particular customer. It needs to be a common problem in your industry that your target audience can relate to.
Describe the steps that you took to overcome that problem, step by step
Make this into a story that going to connect with the emotions of your target audience.
What we’re looking for is for our target audience to engage with the content by upvoting and commenting on it. When people start to discuss your problem, those are the types of engagement that eventually leads to leads and sales.