You’re Writing to Humans, Remember?

Thanks to Google’s emphasis on fresh content, you might be inclined to modify a line from the old Byrds’ song and sing, “There is a season, churn, churn, churn” – as in, keep churning out that content.

However, that’s absolutely the worst thing you can do.

Remember, your job isn’t to create content that just takes up space out on the web.  Instead, your job is to create web content that inspires people to take action – whether it’s signing up for your email list, visiting your website, or buying your product.  You’re not going to get it done, though, if you just plug random facts and figures into cyberspace.

After all, you’re not writing to mechanical search engine spiders.  You’re writing to humans, remember?

That means you have to take all of those facts and figures and combine them with emotion.  Face it, humans don’t always make decisions that are black-and-white.  There’s a lot of gray involved.

And all of that gray comes in the form of emotions.

Whether it’s humor, sarcasm, empathy, sadness, or something else, you have to make sure that your web content tugs at some kind of emotion.  The specific emotion you use depends on the topic you’re covering and the specific audience you’re talking to.

For example, you wouldn’t use humor to talk to a bunch of older women about wrinkle cream – because they probably don’t find anything funny about the fact that their “younger selves” are gone.  Instead, you’re much better off going with empathy.  By letting them know that you understand what it’s like to look in the mirror and see an “old person”, they’ll be more likely to listen to what you have to say – because you can relate to what they’re going through.

But if you were to forego emotion altogether and just rattle off random facts – like that 62% of women over the age of 50 get wrinkles – the information is likely to go in one ear and out the other.  Without the emotion, there’s nothing memorable about you, your products, and your services.

After all, you’re writing to humans.  We’re not built to remember random statistics.  We’re built to remember emotions!

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