I didn’t realize writing was a therapy on it’s own until that day I first wrote out my heart on a piece of sheet.
It was the only thing I got left with… The only thing I could do.

I couldn’t understand how a few lines from a complete newbie (yes I was just starting out) could help anyone until I first shared that story. And that wasn’t me trying to dish out advice. That wasn’t me trying to tell anyone what to do.

I was doing my thing. I was sharing my story with myself. From my heart to my sheets. I was doing the only thing I got left with.

I wasn’t interested if anyone’s going to read it. I didn’t want anyone to read it. It was my communion with my heart. I was talking to my best friend who happened to be my writing sheet at that moment.

That was it. That was my own way of taking the burden off my heart.

But somehow it did connect. A handful of people connected with the things I wrote. They begin to feel like I’m telling their story. Saying what’s also happening to them.

Surprisingly, this connection wasn’t what I intended to create at all. It was more like a coincidence.

As content marketers we don’t just write like I did. We don’t create content because we feel like it. We’re more intentional about our stuff. Because we want to create a specific outcome with our content.

So how can we create emotional connections that will inspire our clients to act after consuming our content?

1. Focus on your first duty as content marketer. As content marketers, we’re more intentional about the content we create…

So for this reason our first aim before creating anything should be to create connections far more than being right.

Consider you’re about buying some T-shirts. The seller tells you, T-shirt A is one of the best designer T-shirt of the year. It is durable, long lasting and can be washed as many times as you want without losing colors.

For T-shirts B he says. This is not the most exceptional but it’s one of our most special T-shirts. Because this is exactly the same T-shirt worn by Ronaldo, the day he was awarded as the world’s best footballer in the world…

The seller goes further to tell you that on that award giving day, when asked by journalists why he chose to wear a T-shirt Ronaldo said that the T-shirt was very special to him because it was given to him by his mom when he was first signed to a club…

And on the day she gave Ronaldo the T-shirt, she told him that there’s nothing on earth he can not achieve if he really desires so in his heart.

Now tell me if you were to come across these two scenarios, which of the T-shirt would you choose?

I’m sure you’ll most likely go for T-shirt B. Either because you really love Ronaldo or because you can connect with his story.

So this is also what goes on in your client’s mind. After consuming your content. And that of your competition. They go for what they can easily relate with.

Yes! So you’ll have to be more focused on creating a common ground with your content…

What do I mean?

With this mindset, instead of saying how can I create content of 1,500 words you’ll be saying how can I create content that will make my readers feel like I am really telling a story of their life?

That’s what it is! It’s more easier to convince someone who can relate to your story to buy from you.

So more than anything, instead of striving to come out perfect with your content, focus on giving your client an experience they can connect with.

2. Understand the thin line between Like and Respect.

Respect aims to admire someone’s qualities or qualifications. Love seeks to admire the person whether they are perfect or not.

In today’s world of noise and social proof, as content marketers, some people will tell you, your primary aim is to come out as the perfect expert to your target clients.

Of course that’s legit. That’s what the industry wants. That’s what your school has taught you.

But in reality, we’re far from a perfect world. Because perfection is more idealistic than realistic. It’s something we’re aspiring to attend.

So that idea doesn’t work. Positioning yourself as someone that’s already got it all laid out creates some kind of disconnect with your audience.

It makes them begin to feel like you’re not going through the same journey as they are at the particular point in time. Because you got it all laid out so you’re above them. Out of their league. And for that reason, you can’t understand them.

Of course they will respect you no doubt. Respect your expertise. But they will be easily attracted by someone who’s been through the same stuff like they do.

Someone who’s cried like they did. Laughed like they do. And even failed at a certain time just like them…

Someone they can see a reflection of themselves or their aspirations through her (the person’s )story. That’s the person they are more attracted to. Call it tribe.

People move towards others they can relate with. People with their shared ideas or interest. And most importantly someone around (or that has been through) the same stage of the journey like them…

Because anything more than that will make them feel more subservient to you and a bit uncomfortable. This is where respect comes in.

While they have huge regards for you and your stuff, they believe you’re not for them. This leads to a disconnect.

That’s why creating emotional connection first by sharing your story in a way they can relate with you look more sincere and likeable.

It makes your story more reliable. It makes it more like you’re human. Because no matter what, only humans can laugh and cry at the same time. And only real humans can relate to humans.

3. Be sincere.

This goes a long way in building trust. And making you more likable by your target audience.

These two things, Trust and Likability breaks their resistance to you and your messages. Making you more likely to inspire them to take certain action.

You see the online world thrives on Trust and Likability. Because we’re not too good at knowing who is really sincere or not…

Why we buy What we buy.

As digital Consumers, we buy from people and companies we can relate with. Companies we can create emotional connections with.

This is what guides our judgement, Emotional connections. Because people don’t buy with logic. They buy based on emotions and justify it with logic much later.

That’s why you’ll easily buy a pink dress for your cancer patient mom because the marketer selling it had shared a story of how the only thing she could give her cancer survivor mom before she passed on was a beautiful pink dress the mom wore on their last meeting.

So you end up buying the dress even when you don’t really need it. Because the story touched you at a deeper level. That’s connection!

So stop telling your clients about the features of your product or services as part of your content marketing strategy all the time.

We all know you got an exceptional stuff. Tell us your story. Talk to our emotions. That’s what sells.

In the words of DanLok, Features tell. Stories sell.

Telling people about the features of your stuff calls out their sense of logic.

Telling your clients about your story singles out your uniqueness…

And when that uniqueness is something they can relate with, it creates the emotional connection you need for sales to take place.

So get human my friend. Let your audience see you as you are. Get vulnerable. It’s such a great strength.

Now I don’t mean you should be dishonest. Instead, turn your vulnerability to strength.

This will help you connect with your real audience in a way you’ll be able to inspire actions from people.

Want to learn how to create emotional connections that will inspire sales? Check here.

Leave a Reply