Every word has an emotion attached to it.
Every reader, regardless of profession or IQ, has an emotional reaction to your words. It is hardwired into the brain.
So when you are writing a blog post or other content for online marketing, your choice of words is important. Need convincing?
Legendary copywriter John Caples made a life study of persuasive writing. Once, he changed the word “repair” to “fix” in an ad and achieved a 20% increase in response. One word!
That illustrates an important rule of word choice for writers: When emotion meets intellect, emotion always wins. Analytical words activate the reader’s analytical brain instead of triggering an emotional response. Here is an example.
How would you respond to getting this email?
YOUR NAME HAS BEEN SELECTED BY COMPUTER TO PARTICIPATE IN A PRIZE-AWARD PROGRAM IN WHICH PRIZES ALREADY HAVE BEEN ALLOCATED. TO RECEIVE YOUR AWARD YOU ARE REQUIRED TO PHONE FOR AN APPOINTMENT BEFORE THE EXPIRATION DATE ABOVE.
It is loaded with intellectual words like “selected,” “allocated,” “receive,” and “required.” I think anybody with a pulse would be left cold by this message.
What if we replaced the intellectual words with emotional words? We might get something like this:
We have great news for you. You’re already a winner.
Here’s how you claim your award …
It is essentially the same information. But the words are far more likely to trigger a response.
Weeding the content garden
Like weeds in a garden, intellectual words can creep into your copy, choking its emotional impact. It is so unnecessary. When you are on the lookout for them, it is easy to shift word choice in favor of emotion. Here is a reference guide to get you started, courtesy of my copywriting hero Herschell Gordon Lewis.
Boring or persuasive? You choose
Every good piece of copy has an emotional outpouring of words. But there is a big difference between writing with emotion and dumbing down your message. It comes down to understanding people.
People make judgments about you, your ideas, or your brand based on emotion. Then they justify their response with logic. It happens in that order.
Your challenge as a blogger is to choose words that arouse their senses and lead them to their logical conclusion. Intellectual words don’t do that. They make you sound smarter. They also make you sound boring.
What would you add to the intellectual/emotional word list?
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On the night of April 14, the ocean liner Californian has progressed to within fifteen hundred miles of her destination, Boston Harbor.
Second Officer Herbert Stone is due for watch on the bridge.
Reporting for duty, Stone finds his apprentice seaman glued to a pair of binoculars, staring toward the black horizon.
He, the apprentice, has sighted a steamer in the distance.
He can make out the ship’s masthead light, her red light, and a glare of white lights on her afterdeck.
Stone asks the apprentice to try for communication by means of the Californian’s Morse lamp.
A bright beacon signal is flashed.
No answer from the steamer.
“Will that be all, sir?”
Stone nods; the apprentice leaves to make record in the patent log.
Now Second Officer Stone is alone on the bridge.
Glancing idly over the water, a white flash catches his eye—a white flash of light in the direction of the distant steamer.
Stone scratches his head, picks up the binoculars. Four more white flashes, like skyrockets burst in the heavens.
Stone notifies the ship’s captain.
Over the voice pipe, the captain asks if the flashes appeared to be company signals.
Stone cannot say for sure.
The captain then requests further communication attempt through the Morse lamp.
By now Stone’s apprentice has returned to the bridge. The beacon signal is employed once more.
Still no answer from the steamer.
Lifting the binoculars to his eyes once more, Stone observes three more flashes in the continuing light show, but now his attention is drawn to the steamer’s cabin lights.
They seem to be disappearing, as though the steamer were sailing away.
At 1:40 a.m., Stone sees the eighth and last white flash in the night sky.
In one hour, all the steamer’s lights have vanished into the blackness.
It is not until 4:00 a.m. that anyone on board the liner Californian learns the rest of the story.
The curiosity hook
So begins The Light Show, one of hundreds of stories told by radio personality Paul Harvey. One of the hallmarks of his storytelling was the ability to build curiosity that made you pay attention until the last word.
Listeners would eagerly sit through the commercial break just to hear the rest of the story. Isn’t that the desire of every blogger and content marketer, to hold readers’ attention through to the last word of your content?
It is one of the great challenges in content marketing today, and cause for concern. Here is why.
Recently Slate magazine did an online readership study that quantifies the problem:
- 10% of readers don’t scroll through an article at all
- Most read only 60% of the article
- Most of the most-tweeted articles are not read completely
The antidote is to build curiosity into your copy to keep readers reading. I learned a copywriting trick that works wonders for this. I call it the curiosity hook. Never heard of it?
Let me explain.
A curiosity hook is a short sentence that signals something important or surprising is ahead. It is a transitional phrase that links two paragraphs either at the end of one, the beginning of the next, or as its own one-line paragraph.
There is a simple reason it works.
It introduces a question in the mind of the reader that can only be answered by reading on. Let me give you some examples:
- And that’s not all.
- There’s one more thing.
- Then I made a discovery.
- Let me explain.
- You won’t believe what happened next.
- Here’s why.
- That’s when things got weird.
- So read on.
- But there’s another reason.
- Now here comes the good part.
- Then it got interesting.
- The story doesn’t end there.
- Here’s the twist.
- It gets better.
- But I didn’t stop there.
- Then she came to a decision.
- I couldn’t stand it any longer.
- And then inspiration struck.
Each of these hooks creates curiosity by teasing the promise of new information. It pulls the reader into the next paragraph. The curiosity hook puts a question into their mind that needs closure: What? Why? How? Closure comes when they read on.
Done well, your reader can’t escape without reading to the end.
And now, the rest of the story
If you have read this far, you’re probably curious how the story ends. Here is what happened.
Neither the Captain nor the Second Officer aboard the Californian had interpreted the white skyrocket flashes as cause for alarm.
It was a matter of coincidence that they had been seen in the first place. For earlier that night – the night of April 14 – the Californian had reversed engines and parked as a precautionary measure, halted in her course by an immense field of oceanic ice.
That unscheduled stop in the middle of the sea had provided the Californian a ringside seat to an unimaginable drama.
The distant steamer had intended those rocket flares as distress signals, and the Californian – only nine miles away – might have rushed to her aid.
Except for one thing. The steamer was sending other distress calls by radio. And the Californian was well within range of those messages.
But her radio operator was asleep.
The Californian’s fledgling radio operator – fresh from training school – was fast asleep in his cabin. And that night the ship’s Second Officer, from his vantage point on the bridge, unwittingly watched the sinking … of the Titanic.
As Paul Harvey famously said, now you know the rest of the story.
Now that your curiosity is satisfied, will you help satisfy mine? Let me know if you think curiosity hooks will help you engage your blog readers. Or, if you have others you’d add to the list. I’d love to hear from you in the comments below.
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For starters, don’t make it a discussion about your hourly rate.
In a tough economy, marketing agencies, consultants and freelancers face a daily battle against having their talent and intellectual capital commoditized. I saw this happen early in my career.
In the 1990s I worked for a B2B direct marketing agency that did very well. We had several long term accounts with Fortune 100 companies. We did many ongoing customer relationship programs for them that generated profitable sales over periods of 5-10 years.
We also had a few kinks in the business model that made me uncomfortable.
At that time it was still fairly common for an agency to land full-service business. We were fortunate enough to be one of them. Over time, we got too comfortable with the margins from printing, mailing and fulfillment services while selling creative and strategy services near cost.
Related: The triage marketing death trap
On top of that, the sales model for new business gave away strategy. We would present a complete marketing program, with all the research, analysis and creative rationale at the proposal stage. Many times I would walk away from those presentations thinking, “We’ve given them the whole strategy. They could take the plan, thank us, and then do it themselves.”
When economic hardship hit our biggest client, this came back to haunt us.
In response, they implemented a centralized procurement policy to cut costs. They unbundled all of the printing, mailing and fulfillment services from our programs, pulling them in-house. The body blows didn’t stop there.
Since we had been giving away the strategy work, it showed no value on their ledgers. Eventually we devolved from a full-service agency to a creative vendor. Party over.
I remembered that lesson years later when I became an independent consultant. I resolved to never give away the strategy or creative ideas in a marketing proposal. Instead, I use a proposal format that sells the plan and value I bring. It’s much more than a one-page cost estimate, though. Check out this slide deck to see what I mean.
7 steps to proving your value to prospective clients
Including these seven components in your marketing proposal helps to steer the discussion to how you will help solve a business problem rather than how much you cost. It follows a logical flow that more often than not gets the client to say, “Yes, let’s work together.”
Here’s how it flows:
1. THE OVERVIEW
The overview is a high level summary that tells the client (I’m using the assumptive close, here) you understand their business challenges. And it states the problem you will be solving together.
2. THE OBJECTIVES
Sometimes I refer to these as “starter objectives” to get the conversation started. The goal is to get written agreement on specific outcomes and how they will be measured. For more on writing smart objectives see this post. Everything that follows is based on the objectives, so getting agreement on them is most critical.
Related: When execution beats strategy
3. SCOPE OF WORK
This part details the specific work you will be doing, and when appropriate, what is not included.
4. WORK PROCESS
Here is where you explain the steps you will take to complete the work and identify all the parties and responsibilities required to make them happen.
5. COST ESTIMATES
Now it makes sense to show the estimated costs. They are based on work process, which is based on the scope of work, which is based on the objectives. This gives a value basis and strategic rationale to the costs. Discussions about the budget can be focused on scope rather than your hourly rate.
6. WORKING AGREEMENT
The purpose of the working agreement is to establish the legal aspects of working together before they become an issue midway into the project. It covers cost estimates, ownership of work, confidentiality, payment for services and other elements of doing business together. Addressing this up front shows you are a professional.
7. BIO/ABOUT US
This is the place to end on a positive note. Don’t make it fluffy boilerplate propaganda. Direct your narrative to the skills, knowledge and experience you have specific to the industry and the assignment.
Getting to ‘YES’
The important thing to remember is the proposal is not the marketing plan. It is a discussion tool to set and manage the expectations for the project. And it is a tool to help you establish the value of the strategy and work you bring. It is your best bet for getting to ‘yes.’
Tell me what you think.