“If you really don't care what an audience thinks, make a home movie and show it on your wall.” – Ned Tanen, Born Sep. 20, 1931.
Maybe some kind of artist types can get away with not caring what an audience thinks of their work.
But most artists care.
And business people definitely should care. And the real catch is you need to care about them as an audience and not just a prospect or customer.
Because marketing is now becoming highly content-focused. Video. Articles. Webisodes. Live streaming sales events. Etc.
So how are you speaking to them?
What are you saying to them, and why?
How do you want them to think, feel, react?
How is what you're sharing going to impact their lives?
What is the value for them?
It doesn't have to always be tangible or about return on investment the way a product is – but it needs to be worth their time. It needs to give them a feeling that makes the content worth the consumption of it.
All are possible. And any of those emotional reactions can make a piece of content FEEL worth the time it took to consume, REGARDLESS of the other content.
So if you care about your audience, you'll lace your content with these triggers.
Because when the audience knows you care about them – enough to make content worth their time – that isn't just filler in between commercials – then they will feel most comfortable buying when you ask them to.
They care back.
So ask yourself: Do you care? Do you care enough? If not, why should your audience care about you?
Below are three simple tricks to showing the reader that you care, and they work even if you don’t really care… but work especially well if you do!
The underlying thing to realize is that if you want the reader to share an emotion with you around a given topic, you must display it and explain why the subject evokes that feeling.
Feelings that are valuable to share with your readership/viewership include (but aren’t limited to)…
1. Give a little brain-gasm. An “aha” moment. This might seem intimidating to pull off, but it’s really easy. Just take something seemingly complicated, and break it down into three steps. Or provide a metaphor or simile to explain something about your niche. Cleverness like that makes the reader feel clever, too.
2. Negativity. But aim it right. Put fear on things they should be wary of. Put anger on things that are trying to thwart their progress. Humans love to experience their whole range of emotions, so give them safe ways to release the bad feelings in constructive, useful ways. That makes them trust you.
3. Humor. Make them laugh. Include silliness and self-deprecation. Deflate tension with a teeny tiny grin. Jokes given with a wink and a nod make the reader feel included and safe. And a little endorphin rush on a regular basis will keep people coming back. It feels good to feel good, and people will pursue a source that can provide it.
These are just a few, but the trick is to keep it simple. You don’t have to be a brilliant writer or creative genius to keep their emotions in mind when writing to people. When you engage the way they feel, they come to believe you CARE about how they feel.