There is a simple rule when it comes to marketing and increased conversion rates through emotional responses: People are not creatures of logic but creatures of emotion. Simply put, emotional responses are one of the strongest tools that salespeople (or writers) can use. We also talked about this in the basics of back-linking but its important to realize how this can help you. Getting increased user engagement from emotional responses can lead to increased back links and overall keyword ranking. 

When trying to determine a emotional response to try to target, then one of the first things that you need to realize is that each product and topic has its own unique traits. It’s up to you to figure out what those traits are and how you present them. Once you find that, then you will be able to take advantage of higher conversion rates through emotional responses.  

Why emotional responses are important for sales

With direct advertising, you need to provoke action. And to do that, you must accomplish two important things: 

  1. You must move the potential customer emotionally 
  2. You must provide enough information to make a buying decision

It’s normal human behavior for us to make decisions based on emotional preferences. We decide based on how those decisions end up making us feel. Only after that happens, we start to put that preference to a logical debate with ourselves. In simple terms that means that most of us first decide that we want to buy something (based on emotional response) and then start to consider why (or why not) we should buy that item. Studies reported in the journal Nature Neuroscience have identified the most active parts of the brain during the buying the process. The emotional parts of your brain.

Keep in mind that consumers are already so overloaded when it comes to e-commerce. There is usually not a lot of time to trigger that emotional response, so its important to follow best practices. Be concise and provide main keywords at the beginning of any content that you post. It’s good habit to try to stick to the 15 second rule, when trying to write engaging content. If you can capture your readers attention within a quarter of a minute, then you have a high chance that your content is high quality enough. They may at that point continue to browse your website, or potentially share it with others.

Know what triggers your readers

An increased understanding of your audience is one of the strongest tools for writing quality content. Simply put, knowing how aware your prospect is will change the conversation and overall conversion rates. It will especially change those first key moments of the conversation with potential new customers.  Start considering other points of view before you start writing your content. A lot of content writers will think about their audience and the product that their selling. If you’re wanting to go for an emotional response, then start thinking about ‘What does my customer already know?’. If you start brainstorming your topics that way, then you can discover new pain points that you may not have considered before. A lot of times you can then use those to start building up on that emotional response.  

Wanting to evoke a specific emotion with your content simply means that you’re wanting to provide content that is created to capture your readers heart. If you can do that, then the content you provide will do two different things: Increased conversion rates through emotional responses and it will be valuable enough to them to keep returning for more.