How to Use Emotion to Create High-Converting Videos — WistiaFest 2017

Talia Wolf, founder and CEO of GetUplift, helps businesses plan and execute conversion optimization programs to create better customer journeys. Using emotional targeting, psychology, and persuasive design, she generates more revenues, leads, engagement, and sales. Wolf shares how to use emotions to create high-converting videos with the emotional targeting methodology.

We think people use rational processes when they make buying decisions, but this is not the case. Wolf says we’re irrational beings who buy on emotion and rationalize our decisions afterward. We buy to become better versions of ourselves. As marketers, we must connect with our customer and understand their decision making process to create the right messages.

Making people feel like the hero of their story starts by identifying their awareness stage. You should be more concerned about your customer’s goal than your own. Knowing the pain someone feels before finding a solution to their problem and emotional triggers driving decision-making helps you define a persona. Most companies make assumptions of what they think people want instead of actually talking to them. By conducting customer and staff interviews, you will uncover people’s main concerns and motives.

Wolf’s emotional targeting framework may be used to help you figure out what you want to say and how to say it. The table is used to set up an A/B test of your current and desired marketing materials measured for emotional triggers, color pallet, copy, elements, and visuals. Videos with emotional targeting will help you stand out to connect and convert.

Watch Wolf’s presentation to learn all about using emotion to create high-converting videos.