You have a website and have something to say to your audience? Content is exactly what you’ll rely on. After years of technological advances that we’ve witnessed, content still happens to be the best medium to give vital information to your readers. While the aim for the future is to give up about everything into the hands of technology, Content will still probably be approached non-technologically, humanly, if you will.
Experience
A weird one to start with, “experience” counts for a lot when people communicate. Have you ever wondered why you’re more likely to listen to and follow experienced people, rather than those who are inexperienced in case of that particular matter. The answer is pretty simple and obvious, we “trust” people who’ve been through a situation that we ourselves are expecting to “be in” some time in the future
Anywho, humans are hardwired to follow guidance and trust information that comes from a source that is known to have the “experience” factor.
Content needs to be trusted by the reader first, in order for the content to prompt him or her to act in your favour.
Experience is the one of the foremost personas that you would want your content to have, to build that vital relationship from which there are ways you can educate your reader.
Position
The most persuasive people, if you’ve noticed, are those who can make their “targets” feel in a commanding position over themselves. Though it takes educated skills to do it, the results are positive, just about every time. In such a position, a person is much more likely to take a decision, given the freedom to act.
Language can be used here as an instrument to make the reader feel in a powerful position,as if he or she has excess amount of knowledge or resources as compared to others and thus should not suffer the disadvantages of not having your product and services.
The idea is to get the potential customers feel as if they have a better hand over you and the others in general.
Emotion
There are many basic emotions that we indulge in almost regularly like, joy, grief, anger, fear, surprise and disgust.
Napoleon once said : Men are moved by two levers only -‘fear’ and ‘greed’.
If you can inform your reader about the disadvantages of not having your product or services and get them to fear those disadvantages, that’s just increased possibility that they buy what you are going to offer.
As far as greed is concerned, the technique involved in it is just the opposite of when you are trying to invoke fear into your reader. Instead of proffering the disadvantages of not having your product, enlist the ‘advantages’ of having it. This usually drives the human instinct of the potential buyer to take the advantage by purchasing your product
If your content finds the right balance between these two emotions, it generally brings increased sale.( because you’re literally engaging with an individual’s pain point)
Surprisingly, according to research, ‘disgust’ works just as well, if not better than fear and greed, as an emotional trigger.
Secretive
Even if you’re only a teeny-bit social, you probably must’ve heard of some kind of “secret” bar or restaurant in and around your locality (of course, given that there is one), and you most likely must have wanted to go there yourself. It is just one of the basic human instincts to want to know, experience, possess and share that what seems to outside of common knowledge.
Delivering content that gives your reader that ‘extra bit’ of information about the same product that your competitor sites fail to give can certainly give your audience something to sit on
Identity
Th
e words ‘identity’ and ‘persona’ resound similar meanings in many ways, and yet there is an important distinction that you might want to consider. ‘Persona’ is a set of special or unique characteristics attributed to an individual (or in the case of this blog – a body of work), while ‘Identity’ is a set of common characteristics that could be attributed to majority of individuals. In other words, not everybody has a persona, but just about everybody has an identity.
Identity in your content comes with using words like “you” and “us”. Addressing your reader in the first person, gives your content, a human like identity. The reader literally feels as if a human is talking to them. Here, I’ll want to add to it by giving you an extra tip that not a lot of people know about. A story always gets your reader more interested and engaged in your content, and especially when the story rolls along with an identity, it triggers compassionate human instincts and motivates your potential buyer to act!
Images
Creating a persona is not only about writing your content in a certain way, it’s also about creating a feel that is more natural.
Whenever we map out an individual’s persona, a lot of other factors come into play, even those that are seemingly separate from the individual body. The images on the background, If you met a very handsome person while surrounded by garbage, your impression for that person is going to take a hit. And of course, we generally perceive our surrounding in a the format of images(a continual shift of images).
Your content must include images that appropriately complete the impression of your contents persona in your readers mind. The right image is that which compliments the subject of your content. Again adding a not so popular tip to it, we as humans tend to react or correspond better to subtle hints better and more proactively than those that are presented to us upfront.
Empathy
To sound more and more like a true writer, the best piece of writing is that which can listen to its readers mind. If your content is highly informative and not at all concerned or thinking about what’s going on in the reader’s head, it’ll just get difficult for you to get your audience to respond.
