Emotional Endings: How to Inspire Action with Your Content

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Marketing needs psychology like an alligator needs teeth. Drive conversions with the perfect emotion-driven call to action.

When it comes to conversions, there is an endless well of calls-to-action you could enlist. You might stick some CTA's throughout your content, a smattering of loud “Act Now” buttons flashing around, or you might save your pleas for the very end of your spiel.

No matter what, though, conversions come from the right mix of emotional and rational reasoning brewed in a searcher’s mind.

If your call-to-action doesn’t hit on one or the other, your odds of converting could take a blow. This two-part blog will tell you your five must-have article endings for emotional and rational CTA's.

Marketing needs psychology like an alligator needs teeth. The world’s best salespeople rely on sound psychology to tug on your brain’s emotional bits, even if they don’t fully realize it.

To save you the hassle of trying to realize the emotional factions you should be reaching for through your content marketing, here are five ways to tug at the heartstrings of your audience’s brains.

Related Article: In a Content Marketing Rut? Tailor Your Content to Your Customers’ Interests

Five Foolproof Emotion-driven Article Endings to Inspire Action

1. Set Expectations
When asking anything of your site’s users, they could be met with action paralysis. As in, they’ll hesitate to act because they aren’t sure how much of a commitment they’ll be signing up for. Assuage them by setting low expectations. Instead of ending an article with a simple CTA like “Take our survey,” consider something along the lines of, “Take our 10-question survey.”

It’s a subtle difference in wording, but knowing that survey is a mere 10 questions long calms your site visitors. By establishing minimal commitment and low expectations on the user’s end, they won’t be worried that they’re about to unknowingly dive into a 100-question survey that will eat their free time.

Ending an article with a CTA like this fulfills your users’ willingness to take a survey without stressing about a time-consuming or costly commitment.

2. Be Inclusive (or Exclusive)
According to helpscout.net, labeling your consumers could reap big benefits. In a study, two groups of people were chosen at random. The first group was told they were labeled as a more “politically active” group while the second group wasn’t labeled at all. The first group, after being simply included in a labeled category of people, had a 15 percent higher voter turnout.

Our brains seek consistency. Ever heard of, “Birds of a feather flock together”? People subconsciously feel comfortable and even special when they know they’re part of a bigger group.

To tug on these deep-seeded inclusion emotions in your users, consider ending articles with inclusive (or exclusive depending on your goals) CTA's such as, “Join the thousands who have made the right choice,” or, “Don’t be left behind, call us today!”

Calls-to-action like those samples will elicit emotions of urgency and light a fire under the need to be included in the group that isn’t missing out, making bad decisions, being left behind, etc.

Related Article: Double Your Opt-ins: 6 Simple CRO Tactics for Big Wins

3. Get Personal
Getting personal with your user will connect with them on an emotional level. Snap Agency suggests asking yourself about “what scenarios an ideal customer will be in.” By placing yourself in the shoes of the users on your website, you’ll be able to nail your CTA by the end of your content or article.

If your article is about what to do after your car is sideswiped, it would be a smart idea to play on the user’s emotions at the time. They’ll be reliving the moment of finding out their car was sideswiped while reading your article.

Keep that emotional momentum going. Instead of ending your article with a dud of a CTA like a plain, “Call now,” feed the fire with something more impactful and emotionally charged like, “Get Justice Today! Call Now!”

The former CTA feels indifferent while the latter matches the consumer’s sentiments and gives them the power to affect their situation. Matching your consumers’ emotions by the end of your content will build a stronger bond and the realization that your company “just gets it.” Don’t be indifferent when ending your articles. Instead, get personal with your CTA's.

4. Target Pleasure Centers
According to The Economics of Immediate Gratification’s standard, people are more likely to convert if you light up their midbrains, e.g. when people think about getting something right away, this part lights up. It also lights up when we eat something we love or engage in, erm, other satisfying activities. That’s right: Promising instant gratification will make users thirsty to convert just to light up their midbrain.

If you can offer a service or product fairly quickly, emphasize that. Obviously don’t fabricate the idea that you can provide something immediately upon signing up, calling, etc., if that’s a check you can’t cash. But if you can, do it.

Next to actionable keywords like “New” or “Free,” “Persuasive” may just be the next most impactful word you can use in your article’s closing arguments. Dig deep into your user’s emotional brainpower and emphasize how quickly they’ll be gratified after converting on your site.

Ending an article with any of these phrases (if they pertain to your business) should do the trick:

  • Call today and get answers in minutes
  • Submit your email and instantly get our free e-book.
  • Complete the survey and you’ll instantly receive our 50 percent-off coupon.

Related Article: The 5 Most Motivating TED Talks

5. Instill Pure Fear/Anger/Love/Freedom
Entrepreneur.com has some great insights into what purebred emotion can do with your CTA's. Ending your article in a way that digs right into emotions like fear, anger, love or freedom without simply alluding to them is a great way to get users to act and convert on your site. Actionable content should always be impactful instead of weak. People prefer a strong handshake over a limp one.

Ending articles with CTA's like: “Enter your address now so our security system can see where your weak spots are,” “Stick it to the man and donate to our grassroots campaign now,” “Live life to the fullest today,” or “Take control today” all instill fear, anger, love or freedom. 

Of course, more emotions exist than those four, but for the sake of simplicity I’m only discussing those four. Make sure the emotion threaded into your article’s ending/CTA matches the tone of the rest of your content. An anger-laden CTA would seem out of place if it were capping off an article revolving around finding your one true love, wouldn’t it?

Emotional Endings Are Like a Needy Puppy People Can't Resist

Ending your articles with CTA's or phrases that prey on your user’s emotions is good. If the bulk of your article is filled with logical and factual reasons for a user to convert, the emotional pull at the end may be exactly what your article needs to push a consumer to convert.

Whether your conversions are signing up for a newsletter, purchasing a product or calling for a service, relating to your users’ emotions will bode well for you.

As mentioned at the beginning, don’t solely rely on an emotional pull. You’ll need a well-balanced concoction of emotional and logical rationale within your content to craft the most conversions possible. When weighing in on your emotional parts, though, these five emotionally driven article enders and CTA's will surely help your cause.


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