Creating an Emotional Connection with Your Readers
Some psychological secrets to keep in mind for your ezine…
Readers are more likely to respond to your offers of service
or products if there is a resonance between you.
What do I mean by resonance? An emotional connection is
forged when your reader experiences being on the same ‘wave
length’ as you. This can be done several ways.
Now, this is not always easy to do in an email or ezine.
Why? Because people are so different, and what is appealing
on an emotional level to one is really aversive to another.
Furthermore, the written word, especially in email form,
lacks the vocal intonation and body language that usually
communicate meaning to your messages! So you have to
be very clear when writing, more so than with speaking.
Remember, in another article I talked about 50 percent of
people being ‘feelers’ and the other 50 percent ‘thinkers?’
So using emotional language will probably put off some
people instead of connecting with them.
Connecting with a Wide Audience of Readers?
Don’t forget that even thinking type processors are
emotional human beings too. And so are emotional processors
quite capable of being rational. So striking resonance means
you have to show you care and show that you are logical at
the same time.
Make no mistake: it is not easy to successfully connect on
an emotional level with a large subscribership. Here are my
suggestions for doing this:
1. If you speak about spiritual issues, keep them
non-denominational and generic. I recently read an ezine
that made a lot of sense to me, but then the writer admitted
to being an agnostic, even while expressing many spiritual
views based in a faith in a higher purpose. His subsequent
ezine expressed dismay that so many readers unsubscribed.
This could have been avoided by not admitting his personal
beliefs but keeping the concepts clear. Likewise, I would
avoid references to any particular religion or religious
doctrine. Ezines are read globally, and not everyone is a
Christian. This applies to mentions of holidays as well.
When you do reference your local customs and holidays,
show your readers you are aware of them being in other
parts of the world.
2. If you speak of political issues or refer to political
parties and beliefs, keep in mind that a successful ezine
should target people internationally, and not only would
national politics have no meaning to some readers, but you
could come across as being ethnocentric and not aware or
respectful of readers from other parts of the globe.
3. If you want to forge emotional ties, try reaching your
readers on a level of their “humanness”… universal needs and
wants of all human beings. We all want a sense of belonging,
we all want to feel a part of life and society and we all
seek meaning out of life. There are certain emotions that
are common world-wide: loneliness, alienation, love,
achievement, pride, shame—the paradox of being human means
we are sometimes bad and sometimes wrong as well as good and
right.
4. Another way to connect on an emotional level is to share
some of your own humanness. Mistakes are a great way to do
this. When a reader reads about something stupid you did,
they access a memory link to something similar that they
did. When you then explain your lessons learned, you are
teaching them indirectly how they can apply this lesson to
their own lives, without actually telling them to do
anything!
They can feel a kinship to you because they know
you are like they are. But just be sure you relate something
authentically and that it has universal value. Again, be
aware that your readers may not be American or of your
religious or political philosophies; keep things generic and
universally human.
5. You can also create emotional pictures by using words
that ask the reader to imagine something. Ask them to become
aware of their feelings when they imagine something. This is
called hypnotic suggestion. One internet marketer is making
a fortune now selling the so-called secrets of hypnotic
selling. Nothing wrong with that, but what he is doing is
using the power of the imagination to get readers to tap
into their feelings. And since we all know that people buy
for emotional reasons and then afterwards find a rationale
for their purchases, this makes sense, no?
6. Be authentic. No matter what your philosophies, your
politics, your religion, your ethnicity, share something of
yourself. You don’t have to hide yourself, but when you
express your personal perspectives, be ready to admit that
is your perspective and you know that there are many other
people from different backgrounds and different
perspectives. Make it okay for your readers to be different
and still connect with you.
7. Extend a hand to your readers. Show you care. Ask them
for their opinions, ideas, perspectives, why not even ask
them to share something about themselves. Get a two-way (or
I should say multiple-way) dialogue with your readers going.
Get their input. First, it makes for interesting content.
Secondly, you can keep a finger on the pulse and know what
your readers’ interests are. Try either an informal or more
formal survey from time to time. Make it easy for them to
reply to your ezine. If your email distribution service
doesn’t allow this, give them an email address where they
can write to you.
Agree? Disagree?
Here’s my challenge to you: I know there are other ways of
connecting on an emotional level. Please share your tips and ideas about this essential
key to writing effective ezines. Just click on the comment button
and you can contribute, or criticize, and/or give your opinion.
I welcome your ideas and thoughts!
Thanks, Patsi
www.customizednewsletters.com
BIG P.S.:
Come visit with me on a teleconference Wed. Oct. 13, 4-5 p.m. ET.
I will reveal secrets to writing effective ezines that get clients to
call YOU! My colleague Sylva Leduc from Client Compass has
scheduled me to participate in an hour call for their Ask the Expert
Series. You can register for free as my guest by clicking here:
www.clientcompass.com/AskPatsi.htm
Sign up for my two free ezines, Newsletter Nuggets and BizBook Nuggets
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