Are your customers captivated by your brand? Does your content fascinate and compel them to act?
Fascination is an intense emotional focus that produces moments of authentic connection between you and your customers.
When your audience is truly fascinated with your content, you have the ability to persuade them, sell to them and even change the course of their decision-making process.
During Sally Hogshead’s presentation at Content Marketing World, she introduced 7 fascination triggers that you can use to transform your content and capture your customers’ interest.
The power trigger
This technique is used by brands that want to present themselves as ‘the experts’.
Such brands are widely perceived as the go-to resource in their category because they create content that projects authority.
If your challenge is to become ‘the’ thought-leader in your industry then set the stage by creating strong opinions about your subject matter, voicing those opinions and standing up for your point of view. The result is that you will gain authority and people will defer to you and your message.
The passion trigger
This technique is used by brands that want to attract with emotion or the experience of pleasure.
Such brands create a craving for their content by drawing upon their customers’ insatiable need to feed their senses. If your challenge is that your customers are indifferent to your blog, then build up emotion in your audience by re-creating story lines around your product that are more intense and pleasurable to consumers.
The mystique trigger
This technique is used by brands that want to arouse curiosity and create high levels of engagement with an audience.
Such brands create an element of mystery through unanswered questions, or by withholding critical information (e.g. the use of reveal tabs on your Facebook landing page). If your challenge is a lack of engagement on your blog or social network, then arouse curiosity with interesting questions, contests or exclusive content to encourage others to learn more about your brand and your message.
The prestige trigger
This technique is used by brands that want to project themselves as a status symbol or an icon of rank and respect.
Such brands are not judged by their products but rather by the ultimate experience that they provide to customers. If your challenge is to differentiate yourself as the ultimate in user experience, then create content that elevates that experience beyond anything the competition could provide.
This will inspire longing and desire for your product. So instead of talking about your product, talk about how the product will increase the perception of your customers’ status among their peers.
The alarm trigger
This technique is used by brands that wish to compel their customers to act more urgently.
Such brands use the threat of negative consequences, or a sense of scarcity to motivate customer behavior. If your challenge is to close a sale quickly within a restricted period of time, then create content that causes alarm so that your customer feels the need to make an urgent decision in order to avoid the negative experience.
The rebellion trigger
This technique is used by brands that wish to be perceived as ‘game changers’.
Such brands create messages that entice customers to deviate from their usual ‘code of conduct’. If your challenge is to battle the status quo within your industry, then find a ‘category expectation’ and then create content that provides an alternate point of view. For example Seth Godin does a great job motivating his audience to be leaders rather than just followers
The trust trigger
This technique is used by brands that wish to build loyalty and to be perceived as steady and reliable.
In a chaotic environment people seek a trustworthy source. Brands can use this trigger to comfort others, to help them feel relaxed and to draw them closer. If your challenge is that your customers are not loyal then build trustworthiness by creating content consistently so that customers become dependent on your particular message.
In any competitive environment, it is the most fascinating ideas that win. It doesn’t matter if you have the best product, the best blog or the best tweets if no one is paying attention to them. Your content must be compelling in order to captivate your audience and inspire relationships.
Over to you: What triggers are you using to get your desired result?
Photo Credit: Shashi Bellamkonda