Read time: 2 minutes and 26 seconds

Hey friend,

Hope you're doing well on this beautiful Saturday.

As many of you know, I'm writing this from Medellín, Colombia, my new location after moving out of Costa Rica.

So far, it has been great:

The vibrant city life, the people I met, and the great food I ate.

In this article, I'd like to talk about one important topic:

Tapping into the right emotion with your content.

The more creators and entrepreneurs I coach and support, the more I realize that the majority of them overlook or forget about this KEY aspect.

As a result, their content stays generic, and fails to make their audience take the action (e.g. follow, subscribe, book, buy).

On paper, it looks simple:

Your ideal client has a problem.

You know the solution.

So, you create content about how you can get them there.

Right?

But, before your ideal client even wants to listen to you, you have to break through a wall...

A wall of false beliefs, mental obstacles, inner fears, and frustrations...

That's where you as the marketer step in.

Because after all, you are a marketer, if you're marketing your own business and services.

It's your responsibility to address and solve these things before they become an issue...

Enough talking, let's break down the process to write this type of content.

Meet the FODOFs

Not this is not a crazy Addams-like family, it's a family of emotions you want to tap into with your content:

• Fears
• Objections
• Desires
• Obstacles
• Frustration

1. Fears

One of the strongest emotional levers you can pull.

Tapping into the fear of your ideal client:

• What's holding them back from taking action?
• What are the things they worry about?
• What would it cost them to stay where they are right now?

Two examples:

2. Objections

One of my favorite levers to pull:

Using the thoughts or words of your ideal clients against them:

• What are the things your ideal client tell themselves why they can't take action?
• What arguments do they make on a (sales) call?

Two examples:

3. Desires

Good news:

There's also a positive emotion to tap into.

Visualize the ideal future for your client:

• What would life look like if they work with you?
• What are the dreams and goals they've got for themselves?

Two examples:

4. Obstacles

Familiarize with the audience by highlighting the excuses people make:

• What problem is your ideal client currently facing?
• What circumstances do they blame for not taking action?

Two examples:

5. Frustrations

Be that badass for once and tap into the frustrations your ideal clients face:

• What keeps them up at night, regarding the problem they face?
• What are the things that drive them crazy?

Two examples:

The secret party trick

To go from writing for impressions to conversions lies in emotion.

Tap into the right emotion and show your audience you understand them.

And, make them take action.

Here's how you want to use your content for each emotion:

Fears → Eliminate

Objections → Dismantle

Desires → Stir up

Obstacles → Remove

Frustrations → Tap into

That's it for this week.

I wish you'all the best weekend.

Chat soon.

Much love,

Jessie

Also: when you're ready, here are four ways I can help you...

1. Upgrade your content game.
   ​Download the FREE Content Management System. Click here.​
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   ​Get access to the 5-step strategy. Click here.
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