How To Connect With Your Audience on an Emotional Level
By Parker Davis
Think of a brand you really respect – What makes them stand out from the crowd and warrant your trust and endorsement?
Maybe it’s just that they make quality products or offer a service you like, but these days there are so many options for just about everything. How do these companies get you to stick with them and not go with one of their competitors?
The answer? They know the right way to engage their customers.
But what’s the right way?
While there’s no standard, across-the-board method of engaging an audience, the following tips will set you in the right direction:
- People want to be talked to, not talked at. That means using words like “you” and “your” instead of “we”, “us”, or “I”.
Put yourself in the customer’s shoes – Say you’re looking at a business’s website and it’s all about their company, their services, their staff, etc. Sure, it does the job of letting you know what they do and who they are, but it doesn’t offer any reason to choose them over someone else.
By talking directly to the reader, you make it feel as if they are getting a service or good specifically for them and no one else.
- You need to talk about benefits instead of features. You can put an entire section on your website that lists what your product does, what your services offer, how much they cost, what goes into the manufacturing process, etc. but that’s not enough to make any decisions for consumers. What customers want to know is, “what’s in it for me?”Instead of saying your product is made with XYZ materials, tell the consumer that because of its construction, it will last a lifetimeInstead of just saying how long your services take, tell them how you pride yourself in making sure the customer won’t have a long wait
Instead of talking about your manufacturing process, tell consumers that because of how efficient your company is, everything will be done right the first time.
- Develop a voice for your brand. Having a unique voice is crucial if you want to connect with your audience in a way that makes them feel like more than just another customer. When people think of your brand, an image should come to mind that differentiates you from the thousands of other brands out there another customer. When people think of your brand, an image should come to mind that differentiates you from the thousands of other brands out there.
The way you do this is by giving your brand a persona. Decide whether you want to come off as funny, whimsical, authoritative, compassionate… anything that’s not bland and unoriginal.
Break some of the grammar rules you learned in high school and write in a conversational, relaxed way. Make sure that what you say and how you say it sticks in the customer’s head. If you can get them laugh, cry, or think strongly one way or the other, they’re more likely to connect with your brand and return Go to the full article.