Emotion Works in Business Content
Emotion Works in Business Content
Here's Why #mustread and watch for content writers.
Eric Enge and Mark Traphagen hit the mark on communicating in B2B content.
A few weeks ago a colleague asked me to review an article evaluating SEO tools written by a SaaS provider. Yep the tools were described in detail with features (not too many benefits). But there was no hook. So
Why should I read this article?
What's the gain/benefit of each of the tools?
Call it a theme, call it a hook. People in business want to know the value of your content.
How does the information help them solve a problem?
What steps can they take now?
How simple is implementation?
Near the end of the video Eric says the content has too much emotion. I think that is the key to why so many businesses shy away from emotion in content. They don't want to sound like hype or bang over the head sales.
The balance between solid information and the emotional hook is clearly stating how the information--statistics, graphs, etc.--directly impacts the business and how the information brings measurable value.
If you are stymied on how to bring emotion into business content, focus on the value the content brings to the reader. Just say it. If you use this/do that your results will (tell them the benefit).
With practice, you'll find that including emotions will become a strong and valuable part of your content for business.
#semanticwriting
http://bit.ly/2f8LwtB
Here's Why #mustread and watch for content writers.
Eric Enge and Mark Traphagen hit the mark on communicating in B2B content.
A few weeks ago a colleague asked me to review an article evaluating SEO tools written by a SaaS provider. Yep the tools were described in detail with features (not too many benefits). But there was no hook. So
Why should I read this article?
What's the gain/benefit of each of the tools?
Call it a theme, call it a hook. People in business want to know the value of your content.
How does the information help them solve a problem?
What steps can they take now?
How simple is implementation?
Near the end of the video Eric says the content has too much emotion. I think that is the key to why so many businesses shy away from emotion in content. They don't want to sound like hype or bang over the head sales.
The balance between solid information and the emotional hook is clearly stating how the information--statistics, graphs, etc.--directly impacts the business and how the information brings measurable value.
If you are stymied on how to bring emotion into business content, focus on the value the content brings to the reader. Just say it. If you use this/do that your results will (tell them the benefit).
With practice, you'll find that including emotions will become a strong and valuable part of your content for business.
#semanticwriting
http://bit.ly/2f8LwtB
Great intro!
ReplyDeleteGina Fiedel Especially with SaaS b2b I find data guys think: here are the facts, you should get it with no explanation of how the "facts" will solve a potential customer's problem. Hello, benefits. :)
ReplyDeleteZara Altair , it's that "should" that we all need to watch out for.
ReplyDeleteGina Fiedel Hahaha! Avoid conditional verbs at all cost. :)))))
ReplyDeleteIt seems more realistic if you mix a little emotion in.
ReplyDeleteThat's what CBS and then other stations learned recently...
Up's ratings a lot though. (Heroes, Star Trek, even the new medical soap opera's on night time TV!)
ReplyDeleteAnd the "Survivor" run too!
ReplyDeleteShows that tried to make everything seem, emotional (!)
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ReplyDelete