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May 8, 2008

Add Emotional Impact To Your Content

With the number of websites and Blogs growing daily you need to make sure your website stands out from your competition. Your product or service needs to be the best solution for their problem, and you need to quickly and clearly convey that.

Previously we talked about the importance of headlines to draw your prospects into your site. Once they are in your site and reading your content you can’t drop the ball. Your text needs to continue to compel and excite your visitors.

You need to remind them why they are there (usually your site visitors are looking for something they want or they are looking for a solution to a problem).

Your copy (text) needs to remind them of their pain and talk about the solution you offer.

Although your website is about you and your products and services, your copy needs to always relate back to them. It needs to make them feel like you understand them and have exactly what they need.

When you sit down to write your content you need to consider the following:

1. Why are they buying your product/service? What problem is your product/service a solution for?

2. What motivates your prospect to take action and look for a solution?

3. What is your target demographic? What style and wording will resonate with your prospects?

So, let me take you through this process. Let’s say you sell jewelry.

1. Why are they buying your product? What problem is your product/service a solution for?

You may think that there is no problem here but dig deeper. Why do men and women buy jewelry? They want to look nice. They like pretty things.

They want to apologize for something they did wrong and need a grand gesture such as jewelry. They use jewelry as an expression of love. They use jewelry as a status symbol.

Each of those things has emotions behind them – probably on a subconscious level.

There may be an insecurity, which can be eased by having flashy jewelry to show off to the world. There may be a desire for a reward for hard work.

Understanding the underlying reasons why people want or need your product can help you start to form ideas for your text and write copy that will have an emotional impact on your site visitors.

2. What motivates your prospect to take action and look for a solution?

Understanding the first question will help you understand what will ultimately motivate your prospect.

If there is insecurity the motivator will be the relief of that insecurity and the end result will be feeling happy and special.

If the jewelry is being purchased as an apology gift the motivator is to smooth over a problem and recreate harmony in a relationship – at least on the surface.

You get the idea, knowing why your prospects do things will help you write your copy in a way that will increase their motivation.

3. What is your target demographic? What style and wording will resonate with your prospects? Is your target market an older or younger crowd? Is there slang that can be used to help you connect with and relate to your prospects? Are they broke, rich, middle-class? Are they looking for prestige and airs of sophistication? Are they likely to pay more because they can? There are people out there that feel if something isn’t expensive it isn’t worth it.

Understanding how they communicate, what they are used to and making them feel like you understand them can help you create a feeling of camaraderie with your prospects.

Learning more about your prospect is one of the best exercises you can do to enhance your copy and really connect with your prospects. Now, keep in mind you aren’t going to address every problem and every need in every page on your site, you’ll need to think about what makes sense and what is likely the strongest motivator for each product/service.

Using the information that we established above, let’s look at 2 samples of web copy.

Sample 1: Produced with no thought for the “reason why” and the motivator.

We offer the best price on sparkling diamonds. We have engagement rings, anniversary bands, sweetheart and promise rings. You’ll be dazzled by the beauty of our diamond rings.

Sample 2: Considering the motivator and the emotions behind the purchase.

When you are looking for the perfect ring for that special moment in your life you want something as pure, clear and breathtaking as your love. Our unique diamond anniversary bands, engagement rings, and promise rings sparkle, although not as much as the sparkle in her eyes when you present her with the perfect ring. Clarity, cut and color are important; and we’ll help you with making the best selection in your price range. However, remember when you look at our beautiful rings that you are selecting a symbol of your love – follow your heart and pick the ring that will look perfect on her finger for a lifetime.

Please note, I’m no jewelry expert and this was just off the top of my head, but you’ll notice in the second sample I wrote the text for a romantic looking for that special piece of jewelry. I’ve tapped into his mindset and conveyed that I understand what it is he is looking for in a ring.

When you are working on your website copy, remember you don’t need to be a professional copywriter with years of training – you know your product/service and you know the benefits of it. All you have to do is take the time to learn a few simple concepts like the one outlined above to make small improvements in your copy that could have a big impact on your bottom line.

Jennifer Horowitz is the Director of Marketing and co-owner of Since 1998, her expertise in online marketing and Search Engine Optimization (SEO) has helped clients increase revenue and achieve their business goals. Jennifer has written a downloadable book on Search Engine Optimization and has been published in many SEO and marketing publications.