More and more people are connecting on social media and blogs. This means there are larger opportunities to promote your business. It also means that there’s more competition to stand out amongst a sea of information.
The good news -- you can use proven methods to connect with people. Crafting content that people care about begins with understanding what motivates people. Let’s take a look at five psychology-based principles you can start using.
1. Use stories to connect emotionally.
In the New York Times bestseller Made To Stick, authors Chip and Dan Heath share research that reveals we’re more likely to donate when we hear the story of an individual in need rather than data about an entire impoverished area.
Even though an entire area’s suffering impacts more people than the suffering of one person, the individual’s story is appealing because we feel emotions from hearing someone’s experiences, rather than learning about raw data. People connect through hearing stories, not statistics and abstract information.
To apply this principle, you should tell a story to reach your audience’s emotions. Your content can impact audiences and remain memorable if you share a personal experience, whether it’s your own or someone else’s. By creating a personal journey that people can follow, your brand can create a greater emotional impact on your viewers.
2. Answer the question, “What’s in it for me?”
Showing people how they benefit from following your brand will get you increased engagement from your audiences. For example, Taco Bell’s Twitter feed is known for its witty and interactive tweets. Most importantly, the people behind Taco Bell’s Twitter account know how to make their content shareable.
The brand’s tongue-in-cheek humor inspires brand loyalty and helps make the franchise relatable. Taco Bell’s promotional strategy shows that captivating the audience starts with thinking about what the audience wants, first and foremost.
So the next time you promote your business, think about and listen to how people react to your message. Are you catering to their needs and their emotions? Their feedback can be used to create targeted messages.
3. Provide social proof.
These days, reviews and testimonials on products and services are available at the click of a button. People rely heavily on the opinions of others when they make decisions.