Compelling content isn’t easy to just whip up. There is no secret recipe or content bank to visit. It comes from emotion, a real, gut-touching inspiration that connects people to the words they read. All decisions are based on how people feel, especially purchasing decisions. Examine content that hasn’t been converting, and it probably lacks emotion. Fostering positive connections with an audience will increase sales and build brand loyalty in the digital marketplace. Learning how to leverage sentiment will drive conversions and transform content marketing.  Here are nine simple tools to create a hook and emotionally compelling content.

1. Storytelling Content

Everybody loves a good story and wants to know what happens next. Storytelling is a simple but useful tool to get an audience engaged and emotionally invested. Telling stories about an individual business makes it genuine and likable. The story itself is of no consequence because what’s important is the way you tell it. People love to root for the underdog who has overcome a challenge. Stories involving customers are also a great way to connect and engage.

2. Urgency Equals Reaction

Nobody wants to miss something good, whether it is a great deal or the end of a story. FOMO, or Fear Of Missing Out, is real and it is powerful. You also can use it as leverage to create a sense of urgency. Promote a product or offer special pricing only for a limited time and let people know it will not be available later. Exclusive memberships and loyalty programs are also very useful because they make people feel special.

3. Special and Powerful Drives Purchases

The desire to feel special is a powerful emotion that drives many purchasing decisions. The item is of no consequence, whether it is a gadget, a car, or a shirt. People buy because it makes them feel superior. The need to feel this way can be harnessed to build a strong image for a brand. Use exclusivity to tap into an audiences desire to feel special. Represent existing customers as people an audience can connect with and will want to imitate. Take advantage of the need to fit in. Emotional marketing strategies work on a lot of people, but not all of them so be sure to incorporate audience research on a regular basis.

4. Brand an Exclusive Club or Lifestyle

As mentioned above, people just want to fit in. Businesses sell to people, but exclusive clubs and lifestyles create a sense of belonging. Nurturing an emotional component in a marketing strategy is a great way to connect with people and build a strong brand image. A sense of exclusivity attracts people because everyone wants to belong. An exclusive brand sells better than a generic one.

5. Intriguing Content is Compelling

People want to know the answers to questions. Title content with a problem and people will click to find the solution. A touch of mystery attracts an audience every time. Create content around unanswered questions, and people will quest for more information on the road to conversion.

6. Become an Audience’s Ally

Figure out what an audience wants and promise to help them get it. All kinds of emotions are tied up in self-worth and personal achievement. Do the audience research required to understand even the most irrelevant goals and become the ally that will help an audience achieve them. A target audience will usually purchase if a supporter will help them attain a goal that will nurture the feeling of achievement.

7. Make it Funny

A brand’s image is more approachable with a little humor. It makes it easier for an audience to connect. A brand should be humble but powerful. While humor is multifaceted, it isn’t appropriate all the time. It must be strategically placed and worded as not to seem insensitive to the audience or critical issues. A brand is versatile, but authenticity isn’t.

8. Surprise Content is Attractive

An element of surprise makes content memorable. Break down common misconceptions and use surprising facts. Challenging ideas is another excellent way to make a brand noteworthy in the eyes of an audience. Insert a good plot twist to make content extraordinary.

9. Relate to an Audience with Pop Culture

References to pop culture bring instant interest. Pop culture references are more likely to go viral on social media and perform well across multiple platforms. Choose recommendations related to an audience to create a connection. That is a great way to establish common ground. Just be sure to take note of copyright laws, as infringement is not only frowned upon but also illegal.

The bottom line is that creating content that is effective incorporates emotion. Positive emotions are more likely to incite action on the part of the audience. Incorporating these emotional hooks into your content is an efficient way to make a connection with an audience. Relationship and engagement inspire trust on the road to conversion.