How to target these six basic emotions

~ 3 min read | Category: Newsletters

Looking back at the hard decisions I’ve made in my life, they all had one thing in common…

I might have agonised over the decision itself, but once it was made, taking action was easy.

And you’ve probably come across this quote before:

“People decide with their heart, and justify with their head.”

In other words, logic can be reassuring, but it’s emotion that prompts most of us to take action.

And as a course creator, if you want people to take action (both inside and outside of your course) you need to tap into their emotions.

Now, there are lots of theories around human emotions, but one of the most widely accepted identifies six basic ones: sadness, happiness, fear, anger, surprise and disgust.

And you can use all of these, not just when creating and marketing your course, but when building your audience too.

You can tap into feelings of Sadness by reminding people how miserable their current situation makes them feel, which helps to build their resolve to change things.

“Being in a job you hate really sucks. Can you really put up with this any longer?”

You can promise Happiness by painting the bright future that’s possible if they take the right steps — away from where they are now, to where they want to be.

“If you follow this exercise plan you’ll have more health, confidence and vitality. Think how happy that would make you!”

You can tap into Fear by painting a darker future where chronic inaction has worsened the situation, which creates a sense of urgency to act.

“If you don’t start saving now, THIS is what your retirement will look like.”

You can channel people’s Anger about the unfairness of not making progress despite their best efforts.

“You’re right, it’s not fair that getting clients is so hard, but it doesn’t have to be that way.”

You can generate Surprise by showing people a new way of looking at their situation, or giving them an alternative strategy for tackling their problems.

“Everyone thinks you need lots of time or money to start a business, but just look at how easily THIS person did it.”

And you can use Disgust to turn people away from the shallow fixes or shady practices within your particular industry.

“Don’t be tempted by THESE marketing tactics because they’re rotten to the core. Here’s how to be successful without leaving a bad taste in people’s mouths.”

By the way, I’m not talking about manipulating peoples’ emotions here. The emotions are already there, just under the surface.

You’re just helping to direct those emotions in a more positive direction.

See you soon,


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