The stronger the emotional connection between your content and your audience, the higher the possibility of them staying loyal to your brand and even becoming staunch advocates of your company. Whatever the aim with content writing – whether you want to inspire, engage or boost audience staying power – investing in creating a deep emotional connection is the best way to achieve it. Here are some tips to help you encourage such a relationship with the content you provide on your blog or website.
Employ Compassion, Humour and Empathy
Great writers know when to harness the power of emotions in writing. If you can move a person to tears, make them smile or burst into laughter, then you will have succeeded in creating a strong emotional bond. As humans, we love to relate, which is why emotions are so great to tap into when writing. Therefore, the next time you are crafting an article, blog post or sales pitch, and have an opportunity to insert a well-placed joke your audience will understand, go for it!
You can also tell them about an experience you had, which they can relate to. As much as possible, include details and explain how the issue was resolved. You can also ask your readers for their personal experiences on the same issue. If you or the company you are writing for have done any volunteer work not-for-profit in your community, it is also a great idea to include that as well. Your audience will be able to see that the company is made up of real people, and come with a face and personality they can both relate to and engage with.
Address Readers Directly
When it comes to creating emotional connection with readers, one-on-one communication is more effective than a mega-horn. To achieve results, speak to your target audience directly. In other words, appeal to many, but speak to one – your buyer persona. The first step is to learn how to develop and maintain a voice for your brand, since it is your own unique voice that you’ll use in all of your communication content. If you already have loyal customers, they can help you provide valuable feedback about your product and services, which will help in creating richer, more customised content. As you are writing, consider them and write for them as if they sitting right across from you.
Use the Informal Style
Readers are more likely to get charmed by informal writing styles. We’ve all come across website content that seemed written for the exclusive consumption of scientists or professors. Such content can insult your readers, who may not grasp your meaning. More often than not, people enjoy reading answers to their questions written in a casual, everyday tone – especially when they expect to be faced with an academic exercise in comprehension.
Employ the use of contractions, like you do in everyday speech. You would sound awkwardly formal if you talk without using contractions – and the same thing can be said for content written without contractions as well. So, keep your sentences relatively short. Good writing combines long-winded sentences with short ones. Too long, and your sentences could end up being difficult to read on screen. Too many short sentences might create a feel of short, stout declarations, strung together in your content. Find a good balance.
Informal writing increases the chance that readers will be willing to spend more time with your words. However, informal writing doesn’t mean profanity. You can create good, emotion-stirring content without resorting to the use of profanity. The purpose of content writing is to build trust with your readers. Swearing and using profane words will only defeat your purpose. Be professional.
In addition to being clearer, informal writing holds two distinct advantages for you. Firstly, your personality shines through your words, so that people who do not know you can get an idea of who you really are. Secondly, your words will relate to your readers better. You’ll invite a response and more often than not, you’ll get one. An informal writing style will help to create emotional connection, because your words will flow more naturally. So you ask, can a one-sided conversation create an emotional connection? The answer is a resounding ‘Yes’!
Know Your Audience
Many times, content writing can take up hours at a time, with the hope that eventually it will drive new readers to the site or create more customers. However, without the connection that comes from a real knowledge of the readers, no positive results can be achieved. When content fails to resonate, the root cause is usually that the writer didn’t include what the audience was looking for in the content. Therefore, it is important to understand your audience and know where they are coming from. You need to know and understand your audience to be able to successfully reach out to them. Putting yourself in their shoes can also spark more ideas about the content you are crafting for them. This is a fundamental part of writing content that creates emotional connections. For example, if you are writing a blog for people with a fear of public speaking, think about what they deal with on a daily basis, and let that thought guide your content.
Knowing your audience can inject a sense of familiarity in your content. You will also be able to connect with your audience in a more friendly and human tone.
Ask Meaningful Questions
By asking the right questions to make them think, you can connect emotionally with your audience and drive better engagement. If there is a hot topic on which your readers are dying to hear your opinion, provide your solid stance on the issue, and ask them for their own take too. Also, ask them about their experiences with your company, your services and products. In addition to making them think, you will also be able to come up with new and engaging topics for your content calendar. Questions and answers will ensure your topics are always fresh and your audience will be on the lookout for more content from you.
Use Vivid Descriptions
Generally, humans think in pictures. For example, if I say apple, tree, ball or house, you will likely get an image in your mind of those things, in addition to any memories associated with them. Words like communication, development or abstract, on the other hand, create very little reaction in the form of a relatable image. The reason for this is that experiences are connected to emotions, and use emotions to connect to physical things. It is harder to connect with or relate to vague, general concepts in the same way we easily connect to physical and tangible things. People ‘feel’ connected more than they ‘think’ connected. Therefore, to create a connection with your reader, you need to create a feeling of connection with you and your content.
Start by painting a picture in your reader’s mind. Make your writing more detailed by using a lot of descriptive words and metaphors. This way, your writing can be portrayed in the exact manner to create the connection you seek. One incredible benefit of writing is creating strong ideas and writing them down in a way that people can connect to emotionally. The aim is for your writing to positively stand out in the mind of your reader. Show a different side to something or make up your own ‘lingo’ to describe a new idea. When you do this, you are doing more than just giving advice or telling a story. You will ensure your choice of expression can last the test of time and give real meaning to your reader.
Get Them Involved
Connecting with your readers and holding their attention is about making them feel involved in your writing. Getting your readers involved goes beyond talking at them, to actually communicating and giving them an active role in your writing. You are using visuals and experiences your readers can emotionally relate to with their entire imagination, thoughts, focus and feelings centred on what you are writing about. With their feelings and imaginations engaged, they start to feel like they’re on the inside, and part of an ongoing conversation. They become mentally wrapped up in it.
Your writing becomes more interesting to them, because you are relying on their imagination to arouse feelings. The images you are creating are seen by your readers as their images. They feel your idea is their idea too, and can really form a connection because they are experiencing it with you.
Most content writers at one time or other have felt like their readers are not engaged with their content. They might try very hard to get their point across, but their readers just can’t seem to relate. If you find yourself in this situation, try another route – create an emotional connection. The trick is to look beyond simply creating content, to creating content that elicits the right emotions in readers, and that is not so hard to master.