The Psychology of Content that converts:

5 key emotions to evoke through your words.

Here's something juicy to read with your slow Sunday cuppa (which when you implement tomorrow will help you attract a perfect-fit client next week. ??)

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You know those posts or sales pages you read that reel you in from the start, keep you spellbound and then leave you on a cliff-edge wanting more…?(so you comment, send them a DM, click the link or book a call)?

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I really want this for you too. So here the 5 key emotions your perfect person - I call her ‘Goldilocks’ because she's just right - needs to feel for your words to subconsciously connect with her; and cause her to take action:

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1. Curiosity ??

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In order to stop Goldi in her tracks, she needs to have her curiosity piqued. The internet is a noisy place so she'll need to read something she hasn't heard before to stop the scroll. This is your 'hook'.

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You'll only pique her curiosity when you call out something that's hyper-relevant to her situation, such as problem they're experiencing or a desire they have. (see point 5.)

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?? The neuroscience of this stems from the fact our brains were wired to be on high alert for information that might have been important to our survival.

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2. Validation ??

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Goldi needs to see herself and her predicament in your words. This is where your empathy superpower comes in.

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You get extra points for specificity here too because when you're able to paint a picture of their reality in full technicolour, the more you'll show that you truly get them.

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The feeling of ‘being seen’ and understood is one of the greatest gifts you can give another person. It feels like such a relief to know you're not alone.

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?? Cue that nervous system regulation and an abundance of the connection hormone, oxytocin. (see point 4.)

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3. Safe ??

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The fact you have described (and empathised with) Goldi's situation using such specificity means that she starts to associate YOU with having the solution to her problem. (How else could you possibly know so much about how she's feeling?) Goldi starts to have hope that things don't have to be this way forever.

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But she also needs to see you as an expert; someone who has helped people solve these kinds of problems before. (or at least solved these problems for yourself.)

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Having a unique process or framework and sharing social proof of how this has helped others will all help instil this trust and make her feel safer to take the next step with you.

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?? Psychological safety is a primitive, evolutionary need and evokes a regulated nervous system; enabling our parasympathetic rest and digest state where we feel calm and relaxed.

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4. Connection ??

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Goldi needs to see her own values, points of view and identity reflected back at her through your words so she feels like she belongs. Like you could be friends.

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People buy people after all, so she needs to actually feel that she knows you on a personal level (and ideally like you!) before she decides to take the next step or work with you.

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?? Oxytocin is the hormone of connection and floods her system when she genuinely feels a fondness or connection for you.

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5. Desire ??

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This is the emotion so many coaches forget when they create content. This is the equivalent of the ‘cliff-hanger’ I mentioned at the top of this email. How you actually create demand - aka desire - for your thing through your words.

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Goldi will only feel desire if you offer her something she actually wants enough. If she feels like she's got everything she needed from your content alone, you've probably gone too much into the ‘how’ and haven't created enough demand. There's not enough of a gap between where she is right now and where she wants to be.

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Or... she's just not your Goldilocks. Yet. She's too early in her buyer's journey and still believes she can work things out on her own.

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But when your Goldilocks is just right - i.e not too soon and not too late - she knows she needs your help to actually implement the gold you have shared. Remember she's been trying to fix her problems on her own for ages, to no avail.?

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That's why your perfect person will be ready to work with you because she's done dabbling and will be chomping at the bit to fast-track her progress.

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How many of these emotions do you currently evoke through your content???

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If it's less than 5 and you'd like a hand to create content that evokes all 5 of these key emotions through your content and offers this Autumn, I can help. ??

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? You're probably my Goldi if you want to learn how to create content and offers that connect deeper and create more demand than ever before.?

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? You know you need to get to know your Goldilocks on a whole other level to move the dial on your marketing and offer-creation this Autumn.

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? You know need to go waaay deeper than you did that old-school ‘Ideal Client Avatar (ICA) Masterclass’ you attended last month, where you only scratched the surface looking at demographics, pain points and desires… ??

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>> My new self-directed mini programme, Pinpoint?? to the rescue! ??

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You can still get your hands on PINPOINT ?? for a rather bargain-ous ￡249 (inc VAT) PLUS you'll also get a 45 minute 1:1 and lifetime access to my friendly community, The Orchard when you sign up before midnight tomorrow, Monday 7th October. ??

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Click here to find out more and get instant access if it feels like a good fit. ??

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Right, we're off pumpkin-picking this afternoon! ??

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Have a lovely rest of your Sunday.

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Sarah x