Emotional Resonance & Epic Meaning

“I have a dream”, said Martin Luther King. Why is it that this speech, and this phrase in particular, sticks with us?

Emotional resonance, or influencing readers by evoking emotion with your writing, is an important part of content marketing. When you get your readers to feel deeply, they become more interested in your content, more loyal to your brand and ultimately more likely to buy from you. Deploying emotional resonance is a bit of a no brainer – if you’re not provoking a reaction within your audience, then what’s the point?

Unfortunately, it’s not always easy. The deployment of emotional resonance can be challenging when you’re writing about topics that don’t seem inherently emotional. Can you - for instance - talk as passionately about filling in your tax returns, as you can about your political beliefs?

It’s not as easy, but it’s not impossible. You just need to find the right angle. You can always modify your writing on any topic, to help it resonate with your readers’ deepest-held beliefs.

As you craft your content, choose your words with care. Think about words that are likely to inspire confidence, joy and optimism in your readers. They don’t have to be sophisticated, ten-dollar words, they just need to be words with positive connotations.

You’ll often find that talking about your emotional reaction to certain topics provokes a similar reaction in your readers. Think about it. How did filling out your tax return make you feel? Is it relatable?

We use emotional resonance or ‘Epic Meaning’ throughout our learning technology solutions to drive learner buy-in, change mindsets and ultimately stimulate activity and results. When you perfect the formula, you’ll be amazed by what you can achieve!

What are your thoughts? What tips do you have to help drive emotional resonance throughout your content?