As a content writer, one of my key tasks is to make your readers feel something. Why? Because when readers feel, they connect. And when they connect, they’re more likely to take action. Here are three easy ways I’ve learned to make readers feel more, leading to better conversion rates.
1. Show, Don’t Tell
Early in my writing career, I learned that showing is more effective than telling. Instead of writing “This product will make you happy,” I began to illustrate the happiness. I’d describe a customer’s broad smile when they unboxed their delivery or how they found joy using the product. By showing readers these scenarios, they could envision themselves experiencing the same happiness, leading to an increase in conversions.
Lesson: Rather than telling your readers how they should feel, show them. Use examples, customer stories, or hypothetical situations to help readers visualize themselves benefiting from your product or service.
2. Paint a Vivid Picture
When writing a blog post about a travel destination, I didn’t just label it as beautiful. Instead, I described the breathtaking sunset, the rhythmic sound of waves hitting the shore, and the sensation of sand between toes. This immersive description transported readers to the location, resulting in a noticeable uptick in bookings.
Lesson: Use descriptive language to create vivid images in your reader’s mind. This helps them experience your product or service vicariously, making them more likely to make a purchase.
3. Tap into Common Feelings
Initially, I often focused on complex emotions in my writing. However, I soon realized that simple, universally experienced feelings resonated more with readers. Describing the relief of solving a persistent problem or the triumph of achieving a goal in relation to a product or service allowed readers to relate on a personal level, boosting conversions.
Lesson: Leverage emotions that everyone can relate to. Whether it’s the satisfaction of a problem solved, the joy of saving money, or the comfort of security, common feelings can help readers connect with your product or service.
4. Use Metaphors
One of the most potent tools I’ve found for evoking emotion is the use of metaphors. For a client selling home security systems, I compared their product to a reliable guard dog, always alert and ready to protect. This metaphor not only made the content more engaging, but it also stirred feelings of safety and reassurance among readers, leading to an increase in sales.
Lesson: Use metaphors to make your content more relatable and engaging. A well-chosen metaphor can evoke strong emotions, making your product or service more appealing to potential customers.
Stirring emotions in your readers doesn’t have to be complex. By showing instead of telling, creating vivid images, tapping into common feelings, and using metaphors, you can evoke strong emotions that drive action. Remember, when readers feel, they’re more likely to convert.
