How to Write for Conversions, Not for Impressions
Read time: 2 minutes and 26 seconds
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.
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:
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?
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?
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?
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?
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?
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.
Also: when you're ready, here are four ways I can help you...
- Upgrade your content game.
Download the FREE Content Management System. Click here.
- Grow a valuable network on LinkedIn.
Get access to the 5-step strategy. Click here.
- Understand LinkedIn in less than 3 hours
Unlock the video course. Click here.
- Generate inbound leads through LinkedIn.
Hire me. Click here.