Creating powerful content is in many ways akin to the practice of creating meaningful songs as a musician. If your content fails to move your audience towards action, then your content is failing to achieve impact. Content creators must operate with an end goal of stirring their audience’s emotions to the point of taking action. There are a few ways to achieve this goal. One way is to take advantage of a phenomenon referred to as the halo effect. Additional tools to utilize include storytelling, unity, and curiosity. Eliminating excessive clutter and building up momentum are useful as well. Finally, rather than telling your audience things, it is best to show them instead.
- The halo effect is a phenomenon wherein positive associations are created for customers between familiar and unrelated things
- Telling stories allows businesses to create content that is relatable for customers and allows them to identify how a brand is relevant to their own lives
- It is always better to show your customers what you want to communicate rather than simply telling them your message
“To stir your audience, you need to evoke an emotional response that will make them want the outcome you describe and to act on that want.”