Dan and Chip Heath in their book “Made to Stick” said that invoking emotion in your content is a sure way to get it to go viral and stick with people for a long time. They said that it inspires people to share because they care and they care because you got them to feel something when they read your content. Here are seven (7) ways to evoke emotions in your content:
- Come up with a different angle.
If you read an article and want to cover the same topic, consider coming at it from a different angle. The best types of articles are the ones where you disagree and can write a compelling story to the contrary.
- Get the reader to question themselves.
When they read your title, see if it makes them second guess themselves. For example:
“7 Things Nonprofits Can Talk About on Facebook Besides Themselves”
“7 Ways To Increase Engagement on Facebook”Although both may be compelling titles, only the first one gets the person to ask themselves, “Hmm, do we only talk about ourselves on Facebook? How could we be better?”
- Write like you speak.
If you write like you speak then you’ll see that your true emotions come through in your message. Things you are passionate about as you get caught up in the moment. Short, choppier sentences tend to evoke excitement.
- Identify your client’s pain points.
By determining what pain points your prospects and client face, you’ll be able to tailor your message better. What does your product/service solve? Does it save them money? In reality, people don’t care about how your solution works, they just care that it works. For example: TiVo, you can watch what you want when you want on T.V. It records and pauses live television. Revolutionary in its day. TiVo eventually got fancy. They added new features to evolve their product. However, their original market had a pain point of planning their lives around T.V. shows, rather than fitting T.V. into their daily lives. TiVo solved that pain point. TiVo let the end user gain back control of their time.
- Use color in the design of your collateral or message.
Whether it’s a tangible piece or virtual post, the ability to associate color that resonates with your audience is key. For example:
Brown = wholesome, organic, down to earth
Black = serious, sophisticated, elegant (think formal wedding invitations)
Blue = trustworthy, stable, serene (which is why people recommend you wear a blue suit while interviewing
Gray = neutral, mature
Green = safe, environmentally friendly
Orange = emotional, positive, exciting
Purple = opulent, contemporary, royal
Red = passionate, negative, dangerous, hot, urgency
White = pure, peaceful, clean (think angels)
Yellow = cheerful, sunny, cautious
- Use imagery in your collateral and messaging.
All blogs should have a thumbnail image if possible and if not, at least one large image within them. People learn differently. With the right pictures, it can say volumes. It can provoke thoughts and emotions.
- Be positive.
Research shows that positive emotional responses of content lead to higher appreciation and persuasiveness of that content, thus leading to sales. Strive to evoke: desire, pleasant surprise, amusement, admiration, inspiration, satisfaction or fascination when putting your content out there.