I’ve lost count of the amount of major publications using fear to entice you into reading their articles. I know I for one, am hooked on headlines!
Just take a look at John Lewis’s famous, heart-tugging Christmas adds. Already the super chain has seen a 5% increase in sales all within 3 weeks of the release! It hasn’t taken long for other large brands to capitalise on emotional buying. Waitrose with it’s water drenched Robin, Heathrow with it’s teddybears……
The simple fact is, consumers are emotional buyers, who then use logic to justify their decisions.
Fear is without a doubt the strongest emotion. Our blog post titled ‘ 3 Critical Signs Your Startup Is Going Under’ received FAR more views than ‘ 8 Ways To Land New Clients’, almost DOUBLE in fact! And we just need to glance at the below fear based powerwords to feel decidedly uncomfortable, and used time and time again in newspaper headlines.
But how do we use effective emotional triggers and persuade potential customers to take action?
- Write as though you are speaking directly to the customer
- Give reasons WHY they should take action NOW
- Offer something of value
- Make the process as simple as possible
- Guarantee a PART of your services to minimise risk
How many powerwords can you spot in the lists below on your website?
Powerwords To make Them Feel Safe
UnconditionalEye Opening Powerwords
So you understand the importance of creating unique, highly engaging content but you just don’t have the time for it? Get in touch with our experienced digital marketing team today for a quick chat and let’s get that business blog up and running!
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