Free Assessment: How does your sales & marketing measure up?

Get Started
Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Liz Murphy

By Liz Murphy

Oct 10, 2018

Topics:

Content Marketing
Content Marketing

"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12)

Liz Murphy

By Liz Murphy

Oct 10, 2018

"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12)

In a surprise to no one, there's a lot of not-so-great content out there about what it takes to create great content.

That’s not to say there isn’t meaningful thought leadership about content creation and copywriting. 

Unfortunately, across every single industry, there is a bloat of mediocre content we all need to wade through to get to what we want -- and my field of expertise is not exempt from that fact.

Then, on September 12, I read an article on Copyblogger that blew me away -- to the point where, immediately after finsishing it, I hopped into our general slack channel and shared it with the company.

It was “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” by Nick Usborne of ConversationalCopywriting.com.

In his article, he talks about why copywriters need to care about “neuromarketing and how copywriting that appeals to the emotions of your audience can easily backfire, if you activate the wrong types of emotions.

So, I invited Nick to join me this week to discuss what neuromarketing is, why it matters, what it means to tap into “feelgood chemicals while copywriting, and the fine line you can cross into thefeelbad realm.

Enjoy! 

Listen to the Episode

Resources & Articles

One Thing: Be Human

Every morning, we leave our homes and commute to work as humans. But as soon as we walk through the door, we deprioritize our sense of humanity, when we’re making decisions about how we communicate with the people we’re trying to reach, who are humans themselves.

When asking if we should do (or not do) something in an email, article or piece of content, we look to the data first, or a data-backed strategy. 

Not that data is bad -- I believe strongly in data-backed strategies. 

It’s more that we never stop and ask ourselves, “Hey, how would I feel if I got this email, in this moment? Is this something I would do in person, or in a conversation? How would it make me feel?”

So, this week’s one thing for you -- the one thing you can do differently right now to make your content instantly better -- is to put your human hat back on while you’re at work.

As conversational copywriting continues to become more of the norm, challenge yourself -- as a human first -- about the context of what your’e working on, and how you would feel on the receiving end of your emails and content.

It seems obvious. 

But, as Nick and I discussed, sometimes we can get so wrapped up in our priorities as marketers and what we believe we should be talking about or saying, that we forget to stop and reflect on what we’re doing when we’re creating these connections and moments with our audience as people.

Weekly Awesome: Read Nick's Article Right Now

Alright, this week’s weekly awesome is simple. I don’t have something new or mind-blowing. 

Instead, your weekly awesome homework is to read “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” -- the article that started this whole conversation. 

You won't regret it!

Subscribe to the Content Lab Monthly Newsletter

Once a month, I'm going to send you an absurdly useful newsletter will tons of insights, tips, and tools for you to make your content amazing. It's that simple.

Here's what it looks like, so you know what shenanigans you're getting into with me:

content lab

So, what are you waiting for? Go to this page and sign-up.

Connect with Content Lab 

Okay, first, you've gotta subscribe to Content Lab on Apple Podcasts. That way you'll never miss an episode! 

Or you can comment on this episode below! I'd love to hear from you.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Authentic Video Marketing in The Age of Deepfake Technology

September 27, 2023
John Becker John Becker

What Should a 2024 Content Marketing Strategy Include?

September 21, 2023
Mandy York Mandy York

What Is a 'Learning Center' and Why Does My Website Need One?

September 14, 2023
John Becker John Becker

HubSpot Update September 2023: What’s New from INBOUND

September 13, 2023
Jessica Palmeri Jessica Palmeri

How to Humanize Your Content While Using AI

September 11, 2023
Mandy York Mandy York

How To Create Sales Enablement Content Your Sales Team Will Love

August 17, 2023
John Becker John Becker

How to Create a Content Map To Solve Your Marketing Guesswork

July 6, 2023
Brian Casey Brian Casey

Marketing Without a Map: Why You Need A Content Mapping Strategy

July 5, 2023
Brian Casey Brian Casey

Inbound Marketing vs. Content Marketing: What's the Difference? 

July 3, 2023
Brian Casey Brian Casey

LinkedIn Could Become Your Most Powerful Distribution Channel

June 22, 2023
John Becker John Becker

Your B2B Content Strategy Is Going to Need More Social

June 21, 2023
Nick Bennett Nick Bennett

How to Write a Persuasive Case Study That Converts (w/ free template)

June 1, 2023
John Becker John Becker

Top 10 Must-Have Qualities To Look For in a Content Manager

April 20, 2023
Marcus Sheridan Marcus Sheridan

Why You Need a Content Manager (and How to Hire the Right One)

April 13, 2023
Marcus Sheridan Marcus Sheridan

Your Content Initiative Can't Succeed Without Help From The Sales Team

March 22, 2023
Zach Basner Zach Basner

How to Ghostwrite Content for a Subject Matter Expert

March 20, 2023
John Becker John Becker

5 Smart Ways to Combat Common Buyer Questions With Content

February 27, 2023
Ramona Sukhraj Ramona Sukhraj

How To Skillfully Write About Competitors On Your Blog

February 20, 2023
Ramona Sukhraj Ramona Sukhraj

4 Ways Marketing Can Help Buyers 'Sell' Themselves

February 9, 2023
Ramona Sukhraj Ramona Sukhraj

6 Signs You're Being Neglected by Your Marketing Agency

February 1, 2023
Chris Marr Chris Marr

Never Chase Trends At the Expense of Your Brand

January 12, 2023
Ramona Sukhraj Ramona Sukhraj

Insourcing vs. Outsourcing Content: Which is Better for Your Business?

January 9, 2023
Tom DiScipio Tom DiScipio

Content Marketing in 2023: Principles, Platforms, and Content Distribution

January 4, 2023
Marcus Sheridan Marcus Sheridan

7 Content Marketing Trends You Can’t Ignore in 2023

January 2, 2023
Ramona Sukhraj Ramona Sukhraj

How To Set Content Marketing Goals for Growth

December 29, 2022
Brian Casey Brian Casey