“Some people can’t believe in themselves until someone else believes in them first.”
Sean Maguire, Good Will Hunting
Everyone has emotions.
The problem with most landing pages, sales pitches, and email marketing campaigns is that they fail to engage potential clients on an emotional level.
In this post, we’ll take a look at the massive opportunity in creating emotionally engaging content that cuts through the noise, plus some little-known hacks for making content that resonates.
Let’s dive in.
Understanding the thoughts and raw feelings that are bubbling up when someone is reading your copy can make a huge difference in your overall conversion rate.
How much? A few case studies indicate around 10-15%.
As a content marketer, you just have to understand psychology a little bit better.
Typically, most people walk around as giant balls of doubt who are remembering their past and worrying about tomorrow. Ever hear the term, “live in the moment” or “be present”? It’s great advice, but very few implement it or even understand what it means.
If you want the right people to become customers, you have to believe that they can use your content to improve their lives, then show them. Which is why you made your product, right?
Diagnosing the Problem
You can start by knowing that your visitors are plagued with thoughts that are keeping them from believing that your product is right for them.
Tapping into to their hopes for the future and restating their problems are surefire ways to get past those walls and prime visitors to convert.
To illustrate, let’s take a look at some emotional needs research.
In 1943, a man named Abraham Maslow created a “hierarchy of needs” that every human being desires.
Here’s a really quick breakdown:
- Physiological: The base needs here are all physical like breathing, food, water, sleep, sex, exercise, etc.
- Safety: Think provisions and wellbeing such as morality, family safety, health, shelter, etc.
- Love/Sense of Belonging: Family life, friendships, intimacy.
- Esteem: Things like achievements, self-esteem, confidence, respect for and by others.
- Self-Actualization: Morals, creativity, problem solving, acceptance, being a good person, etc.
Before you think this is an unnecessary lesson about the human psyche, you may want to read on. You have the ability to use each and every level of emotional human need to make more sales.
Let’s get into it.
The Physical Level
We know content marketers don’t sell physical goods, but most digital products are purchased to create a better physiological environment. That’s a really fancy way of saying that people buy your courses and eBooks in the hopes of living a better life.
Let’s take an example. We won’t go with a workout routine or a product about making money on the internet. That would be too easy.
How about home schooling? That’s a tough one. Here we go.
Example: You have a home school curriculum for ages 4-6 and your target audience is stay-at-home moms with kids in the same age range.
How do you speak to her need for food, water, exercise, etc.?
Think about her concerns. All of her time teaching her kiddo will create concerns for personal time, scheduling problems… you name it.
The cool thing about this curriculum is that it comes with a very structured time schedule that is flexible enough to fit your life, but organized enough to work into your day easily.
Tailor your copy to mom’s still being able to exercise, get a good night’s rest, etc., and consider that need met.
Take some time and think about how your product won’t change or will change your customer’s physiology.
Alleviate Fears, Make Them Feel Safe
People need to feel safe. Your product solves a problem or fills a void and conveying that point is the entire premise of copywriting, but you may not be making them feel safe yet.
The two main ways to alleviate any fears of safety surrounding potential customers is to speak to them directly. You can do this in a few ways.
Addressing these concerns in potential customers can be as easy as sending them an email with the list of concerns keeping them from pulling the trigger or an FAQ on your sales page. By looking your reader in the proverbial eye and saying that their fears have been considered and solved you can go a long way.
There are few things that are more emotional than hearing the success stories of others. By obtaining these words from those who are enjoying your product, you can have a massive impact on conversions.
A promise surrounding your product is the last offensive on fear. Choosing the right type of guarantee is crucial. You don’t want to offer a free trial of an info product or a 30-day money back guarantee for a product that only takes a week to go through.
Tell Them They Belong
Your product is probably awesome, but don’t be offended if we give you something else to add to it.
Why? Because people want to belong.
A glaring problem with most online courses or info products is that they are very lonely by nature. The whole process is automated, which can create isolation causing many who take your course to fail.
That’s never a good thing.
There’s good news. The fix is (kind of) simple: create a community. Here are a few ways to do it.
This is by far the easiest one to start, but can be difficult to maintain. As more people enter the community and ask questions your “passive” project becomes very hands on. You can alleviate this by encouraging the community to answer each other’s questions and assigning experienced members as moderators.
This one can be tricky to set up, but if you have enough chatty people, it starts a fire of engagement. WordPress has the famous BuddyPress and a host of other plug-ins that may help you create a forum easily. (We, of course, suggest using professional help when setting up a complex site change like a forum.)
Email Them Regularly
Oftentimes, people don’t need a complex community. Most people only want to know that you’re available for them and that you stay in contact.
Side Note: Emailing your customers can be a great way to increase sales for future products or even come up with your next idea.
Once you have a community ready, just add the benefits to your copy and tell them they belong.
Next, Move Them Forward With Conversions
Hopefully, you know why your visitors are on the sales page. If you do, then you probably know what they are hoping to accomplish. Now, you just have to project that image of their future (better) self into their mind.
Tell them who they want to be and can become with the help of your product by telling them the benefits instead of the features.
Homeschool Example: “Your child will be ahead of state and federal requirements, in less time than a traditional school day.”
Create the image of who they want to be as if it were already happening, and add that to your copy.
Make Them Feel Accomplished And Satisfied
The self actualization rung of the needs ladder boils down to our need to feel like we’re winning at life. This can come by an accomplishment, feeling like a good person, or doing something new and fun.
This is tough. Some feel that if you’ve filled the other needs this one is the “conversion” step, but that may not be the case.
You don’t want the purchase to be the only win they get. Purchasing your product should be a thought out decision, and is important, but that is just the beginning of their accomplishment.
So, how can you make them feel good in ways other than “just” buying? We’ll give you a couple of ideas.
By showing your visitors that a certain percentage of your revenue goes directly to a good cause, you can give them the feeling that they need emotionally. The best part is that you are literally creating a win-win-win. You get a better conversion, an awesome charity gets much needed funds, and the customer receives an emotional need.
Humanitarian Note: A popular choice among infoprenuers is Pencils Of Promise.
Before you laugh yourself out of your chair, take a look at this article.
By showing people where they are in the process of signing up, buying, and even taking your course, you provoke an emotional need of accomplishment. This is an element that more and more high level marketers are using to keep people from jumping ship mid-transaction and can be incredibly powerful.
Conclusion: You Must Meet Emotional Needs To Build Your Brand And Audience
All of your visitors have emotional needs. Figuring them out and tailoring the copy on your sales page and drip email marketing campaigns can make the difference in turning more of them into customers.
You don’t have to go from content marketer to Will Hunting overnight, but try out one or two of these that fit your products best and see the difference.