The Ultimate Cheat Sheet on Content Psychology

psychology

The Ultimate Cheat Sheet on Content Psychology

Do you ever struggle to keep creative content writing alive in your strategy?

You already know content is king, but did you also know that it has psychic abilities?

Content marketing is the direct effect of mind manipulation applied the correct way. And, every time someone clicks, opts in, comments, and purchases, the content they read triggered these actions.

Writers of all kinds are extracting an emotional trigger from their reader. Whether you’re an experienced content writer who has some knowledge of their audience, or whether you’re a novice just breaking into this industry, your content is triggering people to perform an action.

But wait a minute, I just had 100 people read my last blog post and they did nothing.

Exactly.

Nothing is a negative action your content triggered them to perform.

I want to talk about the positive triggers your content can create within your audience. There are certain ways you can build on positive emotional triggers which will have a lasting effect and cause your reader to want more from you.

This is the ultimate cheat sheet in content writing. Not many people understand these tips, but the more experienced writers have learned to do them. You don’t have to be a professional writer to build on these emotional triggers either. Just follow these steps.

#1 – Eject Your Reader Out Of Boredom.

Your new reader may be bored.

One of my favorite psychological strategies to repeat is how you keep your audience’s attention.

The average person only has an 8 second attention span.

That’s less than a goldfish.

But this is an advantage. In order to capitalize on this seemingly negative attribute of your target market, you have to first get to know your reader.

This fact is regurgitated over and over in the marketing industry, but it’s true. When you get to know your audience, you learn what they want or need.

Learning what they want or need helps you in creating content that is quick and easily digestible for them. In fact, Coschedule suggests only 10% – 20% of their average readers made it through the entire article.

Short content makes for big results in the long run. One crafty wordsmith who is making a killing with short content is Seth Godin.

Short content plays to the newer audience. It captures their attention, and, if it’s helpful, you will see them again. Your strategy must include various lengths of blog posts because your audience will see growth.

Don’t bore new readers with your content. Learn from them, learn their fears or goals, and share a remedy to help them out in 750 words. Short content is a great way to capture their allegiance to your blog. Psychologically it is quick which eases their stress level and allows them to enjoy what you have to offer.

In other words, the payoff is of higher value and less of a waste of time.

#2 – The Curiosity Factor in Content

A picture is worth a thousand words.

But a word could be worth a thousand visuals if done correctly.

Heineken uses a small tweak to their logo, and you wouldn’t think you even notice, but the “e’s” are slightly turned upwards. This gives these three letters the appearance of smiling. Psychologist Marc Andrews explains this creates a human emotion with the “smile” between the image and the customer bringing a more relative and personal touch to the logo.

Every day you wake up with a new opportunity to wield the power of the word. To create something astounding to your reader. Yet so many people fall short of this endeavor for the sake of creating content simply because it’s Wednesday again.

One word could catapult someone into a mental stasis which triggers emotional influx causing this person to react positively or negatively to what the word just whispered to their mind.

Yikes.

That could make anyone a little nervous.

Carnegie Mellon University performed a study on one of the most powerful emotions, curiosity. This study described a space between what we know and what we want to know.

Curiosity is described as having a mental itch in which you just gotta scratch.

The marketing perspective of curiosity usually starts on the front lawn of your website. Your audience sees your ‘house’ from the road as they drive by. Curiosity draws them to stop the car, get out and come to the front door.

That’s the attention-grabbing title so many people brag about. But it doesn’t get them through the front door.

This is where curiosity comes in. When you understand what your audience knows about a certain thing, and you can connect that knowledge to what they don’t know about this same thing then you have your curiosity factor.

This curiosity study proves that by bridging the information gap (derived by George Loewenstein) you can produce enough emotion to bring them through the front door of your content.

How do you know what people will be curios about? Ask them. Engage with them on social media. Be where they congregate and talk freely among each other. Eventually someone will share with you the secret to opening their mind.

#3 – Visuals Need Stimulation

Using the power of words can be lucrative for your content strategy for sure, but there are people who can’t see the words in which you have to attract.

One area of your content marketing strategy must use the Law of Attraction. Simply put, you are playing to the positive or negative experiences within someone’s mind.

How can you do this quickly?

Again, quick is the answer. Remember, you only have a short window of opportunity. The best way to do this is through the use of visuals and visual stimulation.

Visuals are what people perceive. Visual stimulation is how people feel about what they perceive.

You already understand the power of a great visual image which represents your most recent piece of content. It has to be related to your audience, it must sum up what you are going to tell them in your content, and it has to affect them on an emotional level.

This is where some people get it wrong, because even though they have found the perfect image, the visual stimulation is incorrect. 92.6% of people say the reason they performed action was because of the visual stimulation they had just received. That’s why Netflix discovered their members spent only 1.8 seconds considering each title. They found they were feeding from the visuals, not the descriptions.

The psychology of color is one of the visual stimulations you can get right.

The color you are using in your image affects the brain on a subconscious level.

So what kind of color should I be using? First of all, there are two different color camps. 1) Warm colors, and 2) cool colors. The warm colors like red, yellow, and orange, when used too much, can affect your marketing on a negative level.

Cool colors like blues, purples, and greens can have a very heartfelt emotional trigger within your audience. The basis of your color choice in your image or on your blog theme can have a direct effect on the emotional status of a potential action-taker.

According to the psychological property of colours, the most trustworthy colors and peaceful colors to use in your images are blue, green, and grey. But you can design your whole site or your next blog image based on the color structure of how you want your audience to feel while they are on your blog.

So this is bigger than just a simple image. That’s why it is so important for you to start from your blog design, brand it in a way that will be positive to your future reader and keep it consistent from that point on.

Over To You

There are a lot of things that have to fall into place to drive a potential reader/customer from the driveway to the living room of your site. However, these three emotional triggers should always be your foundation from which you start from.

People will react psychologically to everything you put online and on your blog. You are affecting people on an emotional level. Whether that level be positive or not is up to you.

Do you have a great tip you would like to share with me? Perhaps you have found a specific strategy which works well for triggering people to action? I would love to hear about it in the comment section.

 

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