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Written ANDRWMCDRMOTT | Feruar3,2015 | 0 C O M M N T

7tepsThatWillHookYourAudience
throughtheMagneticForceof
Fascination
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Throughoutourjournetoovercomeonlineocurit,ouproducealotofcontent.

Contentmarketingiaoutmakingaconnectionwithouraudienceanduilding
relationhip.inceouinvettimeande ortintoourwriting,ouwanttoee
tangilereult.

utwhatifourpotarentgettingtheengagementouneedtotakeourdigital
mediaplatformtothenextlevel?Howdooucreatecontentthatdeepenour
connectionwithouraudience?

Theanwermalieinthepeci creaonwhweaorcertaininformation,while
overlookingothercontent.

motionstrumpintellectwhenwemakedecisions
motionalmotcompleteldominateourdeciionandexperience.Forintance,
C O PY LO G G R . C O M I P OW R D Y
uildYourOwnDigitalMarketingandalesPlatform
whenwerunintotrouleorexperienceatrongemotionlikefear,wetendtooe
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe

next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
overit.Wecanecomeirrational.
 uddenl,ourfearoverhadowandpreventlogicalthoughtprocee.Whenthe
log ducation Products Aout MAccount
prolemirelieved,werefreefromthecontraintofouremotion.Weremore
open,agreeale,andcompliant.Werealetothinkrationallagain.

verthingtartwithemotion.Memoriea ectourthoughtandopinion;feeling
a ectourmoodandehavior.Thehumanlimictemithegatekeeperforall
higherthoughtproceingandevaluation.

Inordertouildrelationhipwithouraudience,ouhaveto rtconnectwith
readeronanemotionallevel.

ecauewhenemotionimiing,werenotreallengaged.

Ifreaderarentinteretedandengaged,thereunlikeltokeepreading.Andevenif
thedoreadourcontent,therelelikeltodigetit;itlelikeltomakean
impactontheirlive.

Youdontwantthemtoeatourcontentwithoutaoringthenutrient,ohowdo
ougetreadertoaorourwriting?

Youneedtofacinatethem.

Fascinationisamagneticforce
Facinationhatheailittoproduceintenefocuthatfeelingouvelottrack
oftimeinceouveeencompleteldrawnintooneactivit.Facinationenale
outogettheemotionalreponeouwant.

etellingauthor,randconultant,andAuthoritRainmakerkenotepeakerall
Hoghead,commiionedTheKeltonFacinationtudandfoundthereareeven
aicfacettofacination.

Alert(orAlarm)createurgenc.Itcreamconequence,danger,andlo.
Itthecreechingtirethat oodourodwithadrenaline,theHellAngel
parkednexttoou,andthepoliceirenehindou.Itfocueonwhatimot
feared,notwhatmotlikeltohappen.
Mtiquearouecurioitwithunanweredquetion.Itaitpiece,
limitedacce,andunolvedmterie.AlienaductionandD..Cooper.The
ermudaTriangleandTamanhud.
Paionigniteenorpleaureorexperience.Itemotional,expreive,and
animated.Paionueall veene.Itthefoodlogwithphotomaking
ourmouthwater,theOccupmovement,anddiviiveiue.
Powerexercieauthoritandcontrol.Itacommandoverpeople,
circumtance,andelf.Itthemanwiththegun,peoplewithleverage,and
militarmight.
Pretigea,Imetterthanou.Itone-upmanhip,uingmolof
hierarch,rank,andachievement.Theluxurcarignalinga
C O PY LO G G R . C O M I P OW R D Y
uence,our
uildYourOwnDigitalMarketingandalesPlatform
covetedaward,andtheacktagepa.
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe

next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 Innovation(orReellion)deVeaolute.Ittaooandtheforiddenfruit.
log ducation Products Aout MAccount
Thealluringdrivepuhingutoreakruleand ndcreativeolution.atingat
theheart-attackgrillandnonconformit.Theatuitandthe rthorele
carriage.
Trutuildloaltwithrepetitionandreliailit.Itaoutthefamiliarand
predictaletheafetandcomfortofroutine.Itapritinetrackrecordand
conitentperformance.Warrenu ettandAmazon1-Click.

Antimeweredrawntoomething,facinationcueareatpla.Forwriter,uing
theecuemamakethedi erenceetweenforminganemotionalconnectionwith
ourreaderandourcontentfalling at.

Whatdoethilooklikeinpractice?

ometimeiteaiertorecognizehowotheruefacinationcuethanititomix
themintoourowncontentmarketing.Letlookatacoupleexample.

Pretige
TheadelowwapartofaeriewhereAudi,MW,uaru,andentlealltriedto
one-upeachother.Aafacinationcue,Pretigethriveonrank,achievement,and
hierarch.

C O PY LO G G R . C O M I
P OW R D Y
uildYourOwnDigitalMarketingandalesPlatform
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe
FlickrCreativeCommonImageviaPatriciaGimeno.
next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 Mtique,Reellion,andAlarm
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Thefollowingadifullofmter,leavingouwithnothingutquetion.Wh
houldourdataelongtotheNA?Whowouldpropoethatpoition?Who
ehindthiilloard?Aareader,oureleftwantingmore.

ImageuedwithexprewrittenconentfromitTorrent.

Nowthatweknowwhatfacinationlooklike,howcanouueittomakeour
contenttandout?

Hereareeventeptocreatecontentthatfacinate.

tep1:Usefascinationtriggers
Motwriterhaveatlethatworkforthem,whethertherecreatinganarrative
tor,how-topot,orreearchreport.

Ifouwriteforanotherite,thepulicationwillhaveitowntleecaueaudience
needandexpectationtakepriorit.Rememer,ourpuliherknowhiaudience
etterthanoudo.

utoudonthavetoaandonfacination.

TocreateMtique,eginourintroductionwithajuicquetionthategforan
intriguinganwer.Jumpinwithadecriptivetor,tappingintotheene,totrigger
Paion.talihTrutwithupportingfactand gure,ormaintainaconitent
(etengaging)tleourreadercancounton.

Whenouhaveaolidtructure,iteatoincludefacinationtriggerandconnect
withouraudienceemotionall.

Afocuedtrategforour rt50wordandacoheiveoutlinefortheretofour
contentwillnotonlmakeiteaierforoutowrite,thellhelpoucreateengaging
contentthateatoread.
C O PY LO G G R . C O M I P OW R D Y
uildYourOwnDigitalMarketingandalesPlatform

tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe
tep2:Matchtheemotionalfocalpointwiththeprolem
next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 Humanaredrawntoprolem.Theattractourattention,utthealoproduce
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treandanxiet.Thatanimportantene tforouwhenoudevelopour
contentecaueitpoitionoutopreentaolution.

ut,ouneedtogoeondidentifingaprolemandgetourreadertoconnectto
theemotionehindtheprolem.

rianClarkdemontratethiwithhipot,iteenor:WeiteMonitoringfor
ContentMarketerandOnlinentrepreneur.

Theprolemofweitedowntime,itelf,intocompelling,utheagitatethe
prolemdemontratingthatweitedowntimeleadtolotaleandcrank
cutomercallingououtonTwitterandFaceook.

Whattheemotionalfocalpoint?Alarm,fearofcon ict,andlo.Theemotional
connectionithetrigger.

Ouremotionare uid.RoertPlutchikfamouwheelofemotionhowuhow
multi-facetedemotionrealli.Alarmmaimpltartaapprehenion.Athe
emotioninteni e,itleadtofearandthenterror.

WikimediaCommonImageviaMachinelf1735.

Youdontuualladmireotherunleoualreadacceptandtrutthem.

Firt,ouaccepttheiropinionarevaluale.Thenoutrutthemaanauthorit,
C O PY LO G G R . C O M I P OW R D Y
uildYourOwnDigitalMarketingandalesPlatform
whichleadoutoadmirethemfortheiraccomplihment.
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe
next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 Itnodi erentifweretalkingaoutdevelopingtrutinaproductorervice.I
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acceptthatourproductorervicewillhelpmewithmneed,Itrutoutoprovide
auefulproductorervice,andIadmireouorouruinewhenoumeetm
expectation.

Aoucreatecontentthatmatchetheprolemwiththeemotion,outrigger
interetthroughfacinationcueanduildarelationhipthroughemotional
connectioninourwriting.

achemotionaltepouraudiencetakewithouiamicroe.Thiivitalinthe
proceofuildinganrelationhip.

o,howdoou ndtheemotionaltriggerehindtheprolem?Analzethefeeling
theprolemproduce:

Alarm:Youreafraidofloingcutomer.
PretigeandAlarm:Youreafraidofloingacovetedaward.
Trut:Youwanttoconvinceourcutomerwithtatandocialproof.

Onceouveidenti edtheemotionalfocalpoint()ehindourprolem,oure
preparedtowriteacompellingheadlinethatwilltapintotheappropriatefacination
trigger.

ReviewthefacinationelementintheeCoploggerheadline:

AlertandMtique:53FreelancingMitakeThatAreCotingYouClient,
Cah,andCrediilit
Mtique:The3-tepJourneofaRemarkalePieceofContent
ReellionandPaion:OiDead:LongLiveOC/DC
PaionandMtique:13GoodIdeafrom13DeadCopwriter

tep3:Makethesolutionmirrortheprolem
Whenhumanexperienceanemotionalreponetoaprolem,ourtreandanxiet
ionlrelievedwhenweeethattheolutionmirrorandreolvetheprolem.

Ifourcontentdoentfulldelivertheolutionandreolvetheprolemouinitiall
preent,oulltarttofacinateutendupfallinghortandfrutratingour
audiencenotcompletelreolvingtheprolem.

Lettakeanotherlookatrianiteenorexample:

Theprolem:Youritehaeendown.
Theagitator:Morethananhourhapaed,andoudonthaveaclueuntilou
hearfromcrankpeopleonTwitterandFaceook.
Theolution:Whenouriteidown,oullgetanintantnoti cationvia
email,M,oriPhoneapp. uildYourOwnDigitalMarketingandalesPlatform
C O PY LO G G R . C O M I P OW R D Y

tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe
next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 venifoureapotentialcutomer,oumaeunfamiliarwiththeextentof
log ducation Products Aout MAccount
potentialweitehotingiue.Youknowitegodownometime,utrian
howoujuthowaditcanget.

Onceoureawareofthedangeranddepthoftheprolem,hewoopinwiththe
olution,relievingourfear,tre,andanxiet.

Iftheolutiondoentmirrortheprolem,therenotrerelief.Thefearand
anxietperit.

Youcantetourcontenttoeeiftheolutionouo ermatchetheprolem.Ita
impleaholdingthemide--ideandakingourelf,Dothematch?Doethi
olutiondirectlreolvethiprolem?

tep4:Presentreaderswiththenextstep
Aouuildrelationhipwithouraudience,oullgetmoreengagementvia
comment,hare,anducription.Moreinteretandtrutwillgrowfromthere.

Youreaimingforthatmicroethroughreaderrepone.Iftheengage,there
aing,Ye,Iundertand,Thireonatewithme,orIlikethi,Iwanttokeep
reading.

Ifouvejutconnected,thatnewrelationhipifragile.Akfortoomuchtoofat
andreaderhutdown,muchlikethenegativereactionoudgettoamarriage
propoalona rtdate.

Youcanefacinatedenoughtoreadmoretoaetodinnerutthat
doentmeanourereadtouorreadforacommitment.

Youneedaplanofaction.Youdontwanttowritegreatcontentjutfortheakeof
havinganengagedandreponiveaudience.Whatiourendgoal?

Youhouldknowexactlwhouwantourreadertoeengaged,ooucan
eventuallarriveatourige.Youhouldconvepeci cnexttepateach
pointalongthecutomerjourne.

The rttepinamarketingrelationhipitpicalleducation.Valualeeducational
contentprovokeomeonetoucrietoourweite,whichleadtomorecontent
conumptionaoucontinuetouildtrut.

Yourreaderwanttoknow,Whatinitforme?Doouundertandmprolem?
Areoulookingoutforme?

Motmarketerarefamiliarwiththe rtfewtepofamarketingrelationhip,ut
whenhouldouakfortheultimatecommitment,theige?
C O PY LO G G R . C O M I P OW R D Y
uildYourOwnDigitalMarketingandalesPlatform
Thatactuallatrickquetion.Yourcontentplanhouldguidereaderthrougha
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe
erieofmalldeciionandinteraction.achteppreentanopportunitforthe
next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 vernexteintheequence.
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Peopleeitherchooetoengageandconumeourcontentorthechooetocheck
outandleave.

Whendonecorrectl,eachmicroewillhaveacumulativee ectthatwillincreae
ourconverionratewhenittimetoakforalargecommitmentourige.

tep5:trategicalladdressojectionstoourideas
verpointofview,evero er,comewithojection.IfourcontenttandforA,
readerwillwanttoknowaout.Whatifoudontknowaout?

Theprolemwithojectionithereoftenignored.

Letlookatanojectiontotheconceptoffacinatingcontent.Whatmightthatlook
like?

Howaout:Intfacinationjuttringtoattractattentionforattentionake?

Wouldthateareaonaleojection?Howcouldouaddrethat?

Faceitheadon.Forexample,oucouldexplain:

Uingemotiontocreatefacinationoundlikeemotionalmanipulation,anditwoulde,if
theprolemwerearti cialormanufacturedifthetriggerouuedoenttrulreonate
withouraudience.

tatearealene tanditnotemotionalmanipulation;italegitimateiuethatget
attentionecaueitneedattention.Anditeggingforaolution,whichouhavethe
opportunittopreentinourcontent.

Ojectioncaneeatomiandeaiertoignore.Motofuhatethinkingaout
them,epeciallwhenwedonthaveananwertoaeriouojection.

o,mantimewerunfromtheprolemandavoidaddreingojectioninour
content.utwhetherornotouaddrethem,ojectionarethere,waitingforan
anwer.

Whenoudontaddrethem,thecontinuetogrow,andthenallthehardworkou
putintocreatingfacinatingcontentiine ectivetheojectionecomeaarrier
thatpreventouraudiencefromtakingthenexttep.

tep6:harearelevantexample,metaphor,orstor
Well-writtentorieareeatoundertand.Thegetutodropourguard.The
facinate.
C O PY LO G G R . C O M I P OW R D Y
uildYourOwnDigitalMarketingandalesPlatform
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe

Ifreaderwerealittlefuzzonthedetailofourpot,arelevanttororexample
next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
canmakeourpointcrtalclear.
 Letreviittheojectionexampleaove,utthitimealoaddinaquicktor:
log ducation Products Aout MAccount

Intfacinationjuttringtoattractattentionforattentionake?

Uingemotiontocreatefacinationoundlikeemotionalmanipulation,anditwoulde,if
theprolemwerearti cialormanufacturedifthetriggerouuedoenttrulreonate
withouraudience.

tatearealene tanditnotemotionalmanipulation;italegitimateiuethatget
attentionecaueitneedattention.Anditeggingforaolution,whichouhavethe
opportunittopreentinourcontent.

In2011,Japanwahitwitha9.0earthquakeandadevatatingtunami,followedthe
wortnucleardiaterinJapaneehitor.Theortofdiaternoonecouldhavepredicted.

Noone,thati,utKojiMinoura.

Hepredictedthediater20earaheadoftime.Hepulihedhireearchinjournaland
periodical,utthewarningwacompletelignored.

Noonewaalarmedorevenconcernedaouthiprediction.

Heharedtheprolemandevidenceforhipredictionwiththeworld;hitoricalevidence
demontratedhewacorrectandtheprolemwareal.

WhatwentwrongforKojiMinoura?Didpeopleignorehireearchecaueitwant
facinating?OrdidheueAlarmappropriatelandthewarningwatillignored?

Dooueehowarelevantexamplecreateclarit?Itconnectallofthepieceand
illutratetheimportanceoffacinationwhenouhaveanimportantmeageto
communicate.

tep7:ummarizetostrengthentheconnectionwithour
audience
Areader,itcommonforutorememerthe rtandlatpartofcontentweve
read.Whichmeantextinthemiddleofanarticleimorelikeltoeforgotten.

Aummartieourpointtogether;itgiveourreadercloure.Thiiour
chancetodeliverthe naltouchofourMtique,Trut,orPaionwhichever
triggerouveuedtofacinateanddrawinouraudience.

Youwantthemtorememerwhatthevelearnedandhowthefelt.Creatinga
poitiveaociationinourreadermindmakeiteaiertoattracttheirattention,
createfacination,andkeepgettingthatmicroeeachtimeoureleaenew
content.

C O PY LO G G R . C O M I P OW R D Y

uildrelationshipsthroughfascination
uildYourOwnDigitalMarketingandalesPlatform
tartourfree,no-risk14-datrialtodatofullexperienceRainmakerthe

next-generationonlinemarketingandsalessolution.tartourfreetrialtoda
 Teachingwithoutemotionihitormiecaueemotionithegatewato
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facination.Followtheeventepaove,andoullcreatemagneticcontentthat
facinatereaderandincreaeengagement.

Whichfacinationtriggerareoumotdrawntoaaconumer?

Whattpeofcontentcaptureandholdourattention?

Doouthinkcertaintriggerareeaiertouethanother?

LetcontinuethedicuionoveronLinkedIn

ditornote:Ifoufoundthiarticleueful,makeuretolitentotherecentepiodeof
Rainmaker.FMthatfeatureallHogheadtipondevelopingafacinatingandunique
poitioninourmarket:KeepThemFacinated:HowToDicoverYourWinningDi erence
aaContentMarketer.

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F I L E D U N D E R : ContentMarketing,Copwriting

AUTHOR

AndrewMcDermott
AndrewMcDermottistheco-founderofHooktoWin.com.His
freeve-daminicourseshowswritersandmarketershow
toxwesitemistakesandconvertcustomers.

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