The Power of Words: Using Human Emotion to Win Over Potential Clients
As a business owner or marketer, one of your goals is to attract clients and make sales. However, getting people to buy your products or services can be a daunting task. While strategies such as advertising and SEO are essential, there’s another less technical way to win over customers: using human emotion.
Why Emotion Matters?
The reason emotion matters is that people are emotional creatures. Our decisions are based on how we feel about something rather than what we think about it. And to connect with potential clients, you have to appeal to their emotions. But how can you do that? Here are three ways:
1. Use Words That Evoke Emotion
Words carry emotions, and using the right words can evoke feelings in your potential clients. For instance, instead of simply saying your product is good, you can say it’s amazing or life-changing. Instead of describing your service as “affordable,” you can say it’s “budget-friendly” or “cost-effective.”
Using power words such as “amazing,” “life-changing,” “budget-friendly” and “cost-effective” stimulates emotions that persuade potential clients to buy from you. However, be careful not to exaggerate or lie, as this will damage your credibility and push away potential clients.
2. Create an Emotional Connection
Creating an emotional connection with potential clients is another way to win them over. One way to do this is by sharing your personal story. Share how you started, why you started, and what challenges you had to overcome. This makes potential clients see you as a relatable human being and not just a business owner or marketer.
You can also create an emotional connection by showing empathy. This is particularly useful when dealing with clients who have complaints or issues. Instead of being dismissive or defensive, show them that you understand their feelings and that you’re working towards a solution.
3. Use Social Proof to Show Emotional Satisfaction
Humans are social creatures, and we tend to be influenced by the people around us. One way to use this to your advantage is by showing social proof. This means featuring testimonials from satisfied clients, showcasing positive reviews, and emphasizing how many people have already purchased your product or service.
This social proof evokes emotions such as trust and FOMO (fear of missing out), which can persuade potential clients to buy from you. Moreover, when you show social proof, potential clients feel happy knowing they’re not alone in choosing your brand.
Final Thoughts
Words are powerful, and using them to evoke emotion is a great way to win over potential clients. By using power words, creating an emotional connection, and showing social proof, you can persuade potential clients to buy from you. Remember that using human emotion to attract clients is not manipulative, as long as you’re truthful, present your product or service honestly and professionally, and provide value that benefits your clients.