August 15, 2019
This makes messaging one of the most important aspects to get right for your business. By knowing what our customers’ emotions are, we have a better understanding of how they’re evaluating your business.
Emotions Silently Drive Business 🎭
Good-Day! Maya Angelou once said: “…people will never forget how you made them feel.”
A lot of our customer’s decisions are made based on emotions, which is why we want to reach folks on an emotional level with our messaging. This makes messaging one of the most important aspects to get right for your business. By knowing what our customers’ emotions are, we have a better understanding of how they’re evaluating your business. Using tools like Helio helps you keep your finger on the pulse of your customers.
Here’s how you can make sure you and your customers are on the same emotional page:
- Discover your customers’ current feelings. Use Plutchik’s Wheel of Emotions and ask customers to indicate what emotions they are feeling when they read your copy. Plutchik’s established framework helps compare different emotions so you can understand the overall sentiment of your customers! As always, pair this with free response feedback to paint a more complete picture of why they are feeling that way.
- Get yourself a baseline. After testing out a few pieces of copy, you’ll start to recognize patterns of how people feel about your messaging. Compare the average amount of positive sentiment with the average amount of negative feedback, and use those numbers to determine the success of the future changes you make.
- Test specific areas of improvement. Based on the feedback you’ve collected, pick out the top 3 aspects of your messaging. Emphasize those aspects in your revisions to see if they are improving the experience. For instance, people disliked the phrase “drum up” in the example above, and with more of this knowledge we can find emotional alignment with our customers.
Don’t wait until you go live to find out if people don’t connect with you! Get in front of these issues with proactive testing so your always in contact with the most important stakeholders: your customers.
Take our quick survey to let us know what your team’s experience is like when designing a new product!
Go win your day,
Morgan & The Helio Team