Capture Attention By Tapping The Emotion

I?ve started a series about capturing attention in the overcrowded internet. I?m basing the series on the book Made To Stick: Why Some Ideas Thrive and Others Die written by Chip and Dan Heath. This book has 6 great principles that will help your site stick in people?s minds. Today we?ll talk about the 5th principle, Emotion.

Have you ever noticed how illogical we are especially when we spend money?

We buy products out of impulse because of the way the products make us feel. We buy stuff we don’t need with our credit cards. Ever heard of buyer’s remorse? When was the last time you made a pros and cons list before buying a product? When shopping, we use emotion more than logic.

Examples in Different Niches

Online businesspeople in the make money online niche are notorious for using emotion to capture attention and increase sales. They don’t talk too much about how much money you’ll make with their products. Instead, they say you’ll be able to:

• buy a bigger house
• buy a Lamborghini
• spend more time with your family
• take three months vacation in exotic locations
• travel the world
• fire your oppressive boss
• avoid your annoying coworkers

Notice how the things in the above list tap into the emotion more than simply promising a higher monthly income.

Webmasters in the weight loss niche don’t only talk about how many pounds you’ll lose with their products. They also talk about being able to impress the opposite sex, fit in your old clothes, and be confident in a swimsuit.

I’m planning to jump in the popular gaming niche with a new website. I could talk about helping my niche audience win more games and be a better player. However, to tap the emotion, I’ll write about having their name plastered all over the internet because they won a prestigious tournament. Also, I’ll talk about having their picture taken with the winner’s trophy.

Multimedia

Pictures tap into the emotion better than plain text. Think of the average landing page for a make money online product. Oftentimes they have pictures of luxurious houses, expensive supercars, and beautiful vacation spots. Also, videos work well too. The conversion rates for video are higher than just having plain text. Add audio and video to your site along with text and you’ll do a better job of tapping the emotion of your readers.

Feedback

What are some ways to tap the emotion of your niche audience?