Emotional Content
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Fight the blah blah blahs. Write and create content that evokes an emotional response, whether you're selling or content marketing. My presentation from Pubcon 2016
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Emotional Content
- 1. @portentint Emotional Content Presented by: Ian Lurie @portentint
- 2. @portentint Me CEO, Portent (Seattle) Idealistic marketing cynic Captain Asphalt Award Winner @portentint
- 3. @portentint You know about headlines, power words, stop words, colors and emotions, and all the other stuff.
- 4. @portentint Time to level up with copy that evokes a response
- 5. @portentint These are things to try. Not things you must do.
- 8. @portentint How’s a Yeah, I’m smug 20% conversion rate improvement?
- 9. @portentint How’s a Yeah, I’m smug 2x funnel completion rate?
- 10. @portentint how ya like me now!!!???
- 11. @portentint Appeal to basic emotional states i’m funny
- 13. @portentint Anger Those idiots frakked it up
- 15. @portentint Surprise What the frak is that?!!!
- 16. @portentint A secret! A story that doesn’t end the way it started
- 17. @portentint Disgust That is frakking nasty
- 18. @portentint At behavior! At taste! At smell! At a situation
- 19. @portentint Happiness That is the greatest frakking thing ever!!!
- 21. @portentint Fear I’m going to frak this up
- 23. @portentint Sadness All around me are familiar frakking faces
- 25. @portentint Evoke a strong response ok, maybe not that strong
- 26. @portentint Narrate, don’t dictate stories really do work
- 27. @portentint Technique 1 From mystery to CTA
- 28. When I was in law school, working in a bicycle shop, I became a marketer Start with a hook
- 29. I saw the boulder coming up at ! me and I knew I was screwed Start with a hook
- 30. There was a thud, a loud crack! and I saw stars Walk the reader forward
- 31. Then I realized I was still conscious Name the benefit
- 32. And unhurt Name the benefit
- 33. My helmet saved me Explain why
- 34. Wear your helmet Make the CTA
- 36. I save 12 hours per month Benefit
- 37. Use Zapier, and you can too CTA
- 38. @portentint Technique 3 Start with mystery
- 39. It was the most important flat I ever fixed Huh?
- 40. I was pedaling through Portugal Hmmm…
- 41. A woman had a flat tire Oh, I see where this is going
- 42. I fixed it in a few minutes Nice!
- 43. We’ve been married for 18 years Awwww
- 44. Take Frank’s Bike Mechanic Certification WTF?!!!!
- 46. @portentint We are delighted to offer you our new, sleek bicycle helmet, the HH1 How nice for you
- 47. @portentint The new, sleek HH1. Ooooh
- 49. @portentint Foothair was invented by Bilbo Baggins
- 50. @portentint Bilbo Baggins invented foothair.
- 51. Hemingwayapp
- 52. @portentint Use adjectives for information not punctuation
- 55. @portentint …a fantastic inner tube... Bad
- 56. @portentint …a thorn-proof inner tube... Good
- 57. @portentint …a sleek sports car... Good
- 58. @portentint …a sleek file cabinet... Really?
- 59. @portentint Try present tense to help me ‘see’ the result
- 60. You’re sitting in your office OK
- 61. A seagull sits outside your ! window croaking Uh…
- 62. “Give me a status update” WTF?!!!!
- 63. “Why aren’t we ranking #1?”! “It’s just Wikipedia” WTF?!!!!
- 64. “RFP! RFP!”! “It’s not you, it’s us” WTF?!!!!
- 65. Then you jerk awake in a cold sweat WTF?!!!!
- 66. You’re sitting in your office Again?!
- 67. Basking in the glow of a happy client Oh!
- 68. You just showed them their amazing ROI Oh!
- 69. By using Smurf Tracking Software Er…
- 70. @portentint Tell me what it’s like to reap the rewards of your product
- 71. @portentint Keep your noggin safe & cool
- 72. @portentint Get up and running in minutes! ! Enjoy a fast Internet connection anywhere in your house
- 73. @portentint Get up and running in minutes! ! Enjoy a fast Internet connection anywhere in your house
- 74. @portentint Scare me fear of loss is a powerful motivator
- 75. @portentint In 10 hours, this deal is gone
- 77. @portentint Your whole family. Dead. Over the top
- 78. @portentint What happened to Fido shouldn’t happen to any dog. The shame of flea mange. OK
- 80. @portentint Get 10% off! Don’t discount
- 82. @portentint As a member, you’ll receive… Make me part of the club
- 83. @portentint Tell me I’m awesome I love it
- 84. @portentint Your new app is amazing. Time to launch.
- 85. @portentint Don’t overuse clickabait It gets old fast
- 86. @portentint 56 Ways I’ve Seen This Type of Headline Before
- 88. @portentint Piss me off if you want me to take action
- 89. @portentint I’ve got a secret other marketers ! don’t want me to tell you What?!!! Those bastards!!!
- 90. @portentint Did you have to pay for that colonoscopy?! Your insurance company should have Ewwwww
- 91. @portentint Reassure me with a promise
- 92. @portentint If it doesn’t work, tough shitskies. Not OK
- 93. @portentint All sales final. No refunds. If you must
- 94. @portentint Sometimes, things just don’t work as planned. If that happens, contact us for support and, if necessary, a refund. If you must
- 95. @portentint “All sales final. No refunds.” If you must
- 96. @portentint When you’re done, you’ll feel stronger OK
- 97. @portentint Try this. You’ll sell more stuff. OK
- 100. Use more babies! Women like babies and other feminine icons
- 101. @portentint
- 102. @portentint Visuals describe They don’t separate, break up or decorate
- 103. @portentint Careful with those stock photos
- 104. @portentint Careful with those stock photos this car is great! I know! I feel fit. and attractive.
- 105. @portentint Careful with those stock photos
- 107. @portentint End up…
- 109. @portentint Loosen up your layout is constipated
- 110. @portentint
- 111. @portentint
- 112. @portentint
- 115. @portentint What does that meeeaaaannnnnn…
- 119. @portentint Vomit
- 120. @portentint There are no best practices when it comes to emotional response
- 121. @portentint Test to verify not to plan
- 122. @portentint Pick an emotion and evoke it