Developing Emotional Content and how to utilize it to build sales

My father is a business man through and through. One of the best lessons I learned from him is the difference between a perfume ad and a technical ad. I touched on this topic a few weeks ago and would like to expand on the concept of how to build content for the perfume product. See (SEO content and perfume products)

The ability to create an emotional response for a product or the desire to bond with the product because of the emotional state is an important function of good content creation. As example, if I use the words “shiny like the moon” as compared to “glow like moon light” which example best brings out an emotional response?

The difference might not be all that noticeable in the above example so let’s add in the human element:

Jessica’s hair is shiny like the moon

Or

Jessica wants her hair to glow like moon light on her first date

I did cheat a little and developed the second example more by including a want or desire for Jessica as well as a timeframe for action. Even if you go back and restructure the first example it lacks the emotional grab of the second example.

So how does this relate to content creation? The answer is in not focusing on the product when developing your content. Write about all the emotions, desires, and how the product will make you feel. Write about how the product affects your environment, friends, family, and the world at large. Write about the wonderful people and happening around your product and then include tidbits of gentle product marketing into the content.

This approach can be very successful in the FaceBook community. If you can keep your wall active with topics that relate to your customer base and act as a bridge for interaction, the customer will become involved with the culture of your product first and then make the move to purchase.

Of course some products are better than others when trying to use this approach in FaceBook. It is important to research your tribe and learn what they like to converse about. Use what you learn to develop your wall discussions. It is a job of trial and error.

If you get interested in my father’s background, check out his company’s website and see how they have positioned their technical content. It is a good example of how to develop a site for the engineering background customer. Wilkerson Instrument Company Inc.