Struggling to get prospects to click-through to your content? Did you know there is an easy way to get around that and boost engagement without being spammy or using clickbait?
It is simply human psychology.
People are more likely to be motivated to move away from pain than anything else. Our reptilian brains, when faced with a problem without an obvious solution, reacts to that the same way it would react to physical pain, by wanting to find a way to move away from it or make it go away.
Because people expect losses to have more powerful emotional consequences than equal-size gains, they will take more risks to avoid a loss than to achieve a gain.(Schacter, Daniel. “Psychology”. Worth Publishers. 2011. p.340)
Step 1 – Identify the pain and position your product as a solution.
The basic idea behind the creation of a product is that it solves a problem for the end user or client. So your first step is to identify the main pain point of your client – what keeps them up at night? What is their biggest headache and reason for stressing out? Have a clear picture of what is going on in your client’s head. How does that problem make them feel? What would it feel like to find a solution? What would their lives look like if the problem was solved?
When you know what your customer’s pain point is, you can simply use it to create a compelling headline offering a solution to their problem – after all, isn’t that what your product does for them?
Your Product Can Now Be Positioned as the Solution to their Problem.
It’s like you just read their mind.
People pay attention to things that matter to them, so if your headline and main topic of your article or content piece addresses your customer’s big headache and promises some type of solution, your chances of a better click through rate are improved simply by using basic human motivation principles. But you must know exactly what that problem is in the first place.
Step 2 – Offer an Immediate Reward
Another strong motivator to work with is the human attraction for immediate rewards. Now that you’ve grabbed your prospect’s attention with a strong headline and introduction that enters the conversation going on in their heads and positions your product as the solution they didn’t even know they were looking for, it is time to give them some easy-to-implement information that would instantly fix or improve an aspect of their problem or pain point.
This is when you share a small bite of knowledge – a tip or trick, an easy tweak or secret – that can be almost instantly implemented. The goal is to provide your prospect with a sense of immediate reward and a small relief from their pain.
Now you are at a good spot to add examples or easy steps of how they can implement your trick to improve their situation. You can insert testimonials of people that had similar issues and used your product with great results, and talk about your product – but be careful not to be salesy here. It is best to have the tone of a tutorial, simply showing benefits and tempting the customer into imagining how those would make their lives easier and make the pain go away.
Step 3- Train Your Prospect to Take Action
Finally you need to always close with a call to action, and that does not and should not always be to tell your prospect that they should purchase what you offer. Of course, we do want that, but not yet. You want to take your time to build trust and engagement.
Your call to action can be simply asking the prospect to do something easy such as liking your content, sharing, commenting, etc. It is important to always have a C.T.A. at the end of every bit of content you publish so that you can train your customer to take action and do a micro commitment every time. Asking for micro commitments improves your chances of your prospect clicking on and saying yes to your offer in the near future.
Your brand is now at the top of your customer’s mind as a way out of their stressful problem. By following this easy formula, you can improve your chances of “stopping the scroll” and writing more meaningful content that will add value to your prospect’s life and position your brand as a trustworthy solution to their pain.
Lauren Doucher, PMP, SMC
AWAI-Trained B2B Copywriter
Customer Acquisition Specialist
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