Eliminating this uncertainty means conducting qualitative research. This method leads to marketers making assumptions about their customer vs. Emotional persuasion techniques can be divided into two categories: copy and design. Ideally, the two work together to tell one cohesive story and evoke a certain emotion. Emotion words are also commonly known as emotional trigger words. Some words are inherently more emotional than others, so the specific words you select carry a lot of meaning.
Here are some other emotion words you can use:. Now, the point is not that a single word is going to skyrocket your conversion rate. Try to sprinkle emotion words throughout your copy. Remember, these are just examples.
The best emotion words will come from your qualitative research. Have you ever started a movie at home and felt compelled to watch it all the way through, even though you decided you hated it 30 minutes in?
Or read a book all the way through, even though you stopped enjoying it on page 60? Studies have proven that our brains are much more engaged by storytelling than facts. You can use storytelling in a number of ways. Maybe you tell a story about how the product came about. Or you help customers imagine their own story with your product. Think about movies like Get Out or Hidden Figures, which used storytelling and emotional persuasion to get their point across.
Or think about companies that have built a loyal following thanks to their fearless protagonist, like Apple. This is a good thing. Instead, you want to test an entirely new look and feel focused on evoking your desired emotion. How do your visitors feel when they visit your site on average? Look into this during your qualitative research phase so that you can get a baseline.
You want to evoke a specific emotion, right? You can take advantage of that through emotional persuasion. Conduct your initial qualitative research first.
Then get your copy and design elements working together to tell one cohesive story crafted to evoke specific emotions. Let me know if you have any questions in the comments below. Shanelle Mullin works on growth, experimentation, and conversion rate optimization at Shopify.
Interested in learning more? Why not take an online Writing Effective Persuasion course? In order to understand how to write good persuasion, we need to understand the concepts of reason and emotion much better. As we begin this process, we will also look briefly at the third appeal of persuasion, which is the persuasive appeal of one's character.
Throughout history, great philosophers have studied the concepts of truth, logic, reason, and persuasion. Aristotle felt that there were three kinds of persuasion appeals: the appeal to reason, the appeal to emotion, and the appeal to one's character.
These were identified by him as logos, pathos, and ethos. The appeal to reason is appealing to the inner reason of an individual. There is no violent fight or disagreement with this. Everything within the appeal to reason is measured and presented in a logical way.
Do you have the evidence to support your claim? Will your audience believe the evidence that you present to them? What assumptions will be part of your argument and are they logical and fair? Is the conclusion you come to in line with the claims that you make? Now you need to ask yourself if that is a strong enough argument. Does it support your claims? Is there a cause-effect link between nuclear weapons being dangerous and nuclear weapons destroying the planet?
The appeal to emotion will work differently. Identified as pathos, the philosopher Cicero was well known for his encouragement of ending any argument or oration with an appeal to emotion to get those listening to agree with your point of view. While it would be great if everyone only listened to appeals to reason, the truth is that the appeal to emotion is extremely effective, because humans are greatly influenced by their emotions. With the appeal to a person's ethics, one of the following has to be achieved in a given argument:.
With the appeal to a person's character, the audience must trust the person that is talking to them, otherwise this will fail. Online Class : Creative Writing Online Class : Humor Writing Online Class : Poetry Writing Online Class : Journaling and Memoir Writing. Online Class : Historical Fiction Writing. Online Class : Customer Relationship Management. Online Class : Travel Writing People who are angry see the world through the lens of having been harmed by someone else.
Angry people typically feel a sense of certainty about what has happened and a sense that they can act to address the offense. Understanding some of the most common ways emotions shape our responses makes it much easier to craft your emotional persuasion strategy. Two areas where emotions can have especially powerful effects are our assessments of risk and value. Assessing Risk. Researchers asked participants to estimate the number of fatalities each year caused by 12 types of events, like floods, strokes, and brain cancer.
People with fearful dispositions made more pessimistic risk assessments, while people with angry dispositions made optimistic risk assessments. The upshot? Assessing Value. Researchers found that emotions exert a powerful influence on our buying and selling prices in real buying situations. For example, individuals who are sad or depressed often experience a diminished sense of self that causes a desire to change their circumstances and a willingness to pay higher prices for consumer products.
Emotions are messy. That means you need a clean, well-defined process to help you apply emotional persuasion to your specific audience. After all, they're the people you're trying to persuade.
You want to know everything about them that you can. Their aspirations. Their goals. Their motivations and emotional drivers. The most basic thing you can do is talk to your audience. Gather voice-of-customer data using techniques like customer interviews, on-site polls, and review mining to build a psychological profile of your customers. Use heat maps, Google Analytics, and other tools to understand how visitors behave on your site.
Next comes writing, wireframing, and editing. At this stage, you're not just writing your copy. You're bringing it together with design and user experience elements to create a coherent whole that will persuade and motivate your reader.
Use validation tools and regularly test variations to optimize your messaging, so that it makes an emotional impact on every visitor. If you want emotion to persuade people, the natural starting point is the words you use. You want to use emotional trigger words, tell stories, and leverage cognitive biases.
Some words are more emotionally charged than others, so they can make a big impact on your audience. These emotional trigger words — also known as power words — are a simple way to make your copy more persuasive. Here at Sumo, our content writers compose multiple headlines for each post, to make sure each post has the strongest possible headline.
Use emotional trigger words to make your headlines more magnetic and help pull readers into your copy. Once they're in, sprinkle more trigger words throughout the text to help pull readers all the way through to the end. Looking to level up your trigger word game? Groove is one of the most popular marketing blogs on the internet. Groove is onto something. One of the best ways to attract an enthusiastic audience that wants to hear what you have to say is to build an engaging, relatable brand narrative.
Mythology scholar Joseph Campbell found that all compelling stories share a common internal structure that he called the monomyth. The person then takes off on a series of adventures beyond the ordinary, either to recover what has been lost or to discover some life-giving elixir. Here's how you can use storytelling to craft more powerful messaging.
Talk To Your Customers. To craft really compelling stories, you need to find out how your product makes a difference in their lives. Go out there and listen to what your customers are saying about your product and your brand. The most compelling brand narratives are centered on your customers. For a great example, look at Love Wellness. Cognitive biases are shortcuts and rules of thumb we rely on for logic and decision-making.
For instance, the speaker could use an emotionally charged anecdote about a child who was sick and was cured at this hospital. In general, an effective way to create emotional appeal is to use words that have a lot of pathos associated with them. Pathos is an emotional appeal used in rhetoric that depicts certain emotional states. These words can be used in a speech to intensify an emotional appeal to an audience.
An example of a speech that is particularly effective at producing an emotional response with its listeners is Martin Luther King, Jr.
The speech uses rhetoric to convey the point of equal opportunity for all people. It is considered by many as a prime example of successful rhetoric and emotional appeal. In the speech, Martin Luther King Jr. King hinges his call for change on three refrains, or repeated phrases. Emotional appeals are very powerful. When you stir sympathy in your listeners, you encourage them to identify with your message on a visceral level, bypassing intellectual filters, such as skepticism and logic.
However, this may be unethical because you are not allowing your listeners to logically consider your argument and rationally determine how they would react to your argument in absence of an emotional appeal. It may be appealing to take a shortcut toward making the audience sympathize with your point of view.
0コメント