How to emotionally connect with your readers
The other night I was watching my favorite show Shark Tank and there was a young mom on the show.
Her name is Rachel Nilsson. She was seeking $200,000 for 10 percent equity in her company Rags to Raches.
Her business started by selling her children’s hand me down clothing for extra income and it turned into a fashion frenzy.
She’s made a one-piece romper that doesn’t have snaps. As soon as Rachel started posting on social media according to her the response was “craziness.”
As the Shark’s talked to Rachel it became clear that she had a developed a brand with loyal followers.
She was connecting with her audience.
As a business owner your most loyal readers will connect with you not just through your content, but through your emotions. An emotional connection with your readers is just as important as the actual content on your website.
Rachel proved that in the short time she was on Shark Tank. She was a mom on a mission to bring in an income for her family.
How do you connect emotionally with your readers?
Like Rachel share your personal experiences and stories.
Did you know 1200 women start a business everyday? It’s important to know who these women are and how they did it.
Share personal stories from your life. It’s okay to share the time you got rejected or about the time you staked everything on a business deal and lost it all.
Be open and talk about your big mistakes and your big successes. Talk about where you came from, your vision and dream of where you want to go.
Talk about what you’re doing now and why. In other words reveal yourself to your audience.
To be clear your story has to have some kind of lesson or moral to it.
Believe it or not it’s not “about” you, but the valuable lesson people can learn from you.
Having a business blog is a great way to share you unique perspective.
It’s where you can emotionally engage with your readers.
In face to face conversations you have with people, your body language and facial expressions convey your emotions to other people without you needing to say a word.
When you have phone conversations, there are variations in your tone of voice that give people cues on how you’re feeling, even though they can’t see your face.
This exists in writing as well. Though there are fewer cues to go on, people can sense when you’re genuinely emotionally engaged when you’re writing.
If you’re really passionate about a subject, it’ll come through. If you’re genuinely angry about an injustice, people can tell. If you love a product you’re endorsing, people will feel that as well.
It’s true that written communication doesn’t convey emotion nearly as well as face to face communication, but when you use the right words and in the right way you can achieve that connection.
In other words, put yourself in a real emotional state before you start writing.
For example if you aren’t in the mood to write, nothing you put down on paper will seem right.
Let’s say that you all of a sudden get some kind of inspiration.
That’s the time you need to sit down and write even if it’s a rough draft that you can go back to later. Don’t let those moments get away from you.
People will connect with that emotion.
Writing to connect emotionally with your readers takes more dedication and vulnerability on your part. It entails revealing more of yourself than if you were just writing factual articles. But that’s what it takes to build a deeply loyal readership.
I went to Rachel’s Facebook Fanpage. I saw all the wonderful comments people posted.
There were mom’s posting photos of their children wearing Rachel’s rompers to show their support.
There’s no doubt about it. Rachel’s fans feel that emotional connection and she reciprocates.
That’s how you build a brand.
Want to find out how to grow your brand authority?
Download my free guide. Plus I will send you subsequent emails on how to build your brand.