This is a summary of the presentation. Stop spending time, energy and (let's face it) all your budget on creating messages that don't generate direct ROI for your business. In this session we'll learn the exact steps to creating high converting messages throughout the entire funnel by tapping into our customer's most inner needs and emotions. Learn how to plan and create funnels that connect with your audience, tell their story and grow your business.

1. Connect & Convert:
How to use emotion to create high
converting videos
Talia Wolf | getuplift.co | @taliagw
SESSION SUMMARY

2. How we think our
customers buy
@taliagw

3. shipping
advanced
quality
easy
best
service
options
online
fast
team
relevant
helpful awards
benefits
simple
features
choices
winners
economical
cheap
cost efficient

4. How people
actually buy
@taliagw

5. “No matter what you’re selling,
what people really care about
isn’t the what it’s the why”
@taliagw

6. shipping
advanced
quality
easy
best
service
options
online
fast
team
relevant
helpful awards
benefits
simple
features
choices
winners
economical
cheap
cost efficient
Stop Talking about Yourself

7. Emotional Targeting
Methodology

8. What is my customer’s goal?
What is my goal?
@taliagw

9. “Only when your customers achieve
their goals,
Bryan Eisenberg
@taliagw
will you achieve your own.”

10. Emotional Targeting Steps
Who are we
speaking to?
What do we
want to say?
How do we
need to say it?

11. Emotional Targeting Steps
Who are we
speaking to?
What do we
want to say?
How do we
need to say it?

12. Create High Converting Experiences by
Asking Yourself 4 Core Questions:
What pain does my customer feel before finding a solution?1
4 What does she want to feel after finding a solution?
2 What are the emotional triggers that drive her decision-making?
3 What are her hesitations and concerns?

13. 1 2
3 4
Emotional Content Strategy Worksheet

14. 1
Step 1

15. What is my customer’s state of awareness?
Every piece of content on your landing page should address the
customer’s state of awareness and work to move them to the next stage.

16. What is my customer’s state
of awareness?
Unaware
Prospect isn’t
aware of the pain

17. What is my customer’s state
of awareness?
Unaware
Prospect is aware of the
pain, but isn’t aware
there are solutions and
isn’t looking for one
Pain aware

18. What is my customer’s state
of awareness?
Unaware Pain aware Solution aware
Prospect is actively
searching for a solution
for the pain, but isn’t
sure what is right for her

19. What is my customer’s state
of awareness?
Unaware Pain aware Solution aware
Prospect has seen a few
solutions, including your
own, but isn’t entirely
convinced you’re the
right one for them
Product aware

20. What is my customer’s state
of awareness?
Unaware Pain aware Solution aware
Prospect is convinced
you’re the solution for
her and is ready to take
an action
Product aware Most aware

21. Identify by:
Landing Pages
- What pages to prospects land on? (Blog vs. homepage vs. pricing page)
What is my customer’s state
of awareness?
Keyword Research
- How do prospects arrive on your site? What keywords do
the use? (brand vs. pain)

22. Step 2
2

23. Step 2
Do not make assumptions about your customers
based on what YOU think they want.
Talk to your customers.

24. Customer Interviews
1 What problem does the product solve for you?
2 What persuaded you to [action - e.g. buy / signup]?
3 What is your biggest challenge right now?
4 Who is your role model?
5 If you could have any superpower in the world, what would it be?

25. Keep asking Why until there are
no more Whys left
You had the most features
Why?
I wanted to create something memorable, different Why?
I want to stand out
I needed something different than Powerpoint or G-Slides
Why?
What persuaded you to signup?
I want to be appreciated by my peers and managers.
Why?

26. Step 2
2 I want to stand out
I want to be appreciated
I don’t have design skills

27. Emotional Targeting Steps
Who are we
speaking to?
What do we
want to say?
How do we
need to say it?

28. Staff Interviews
1 What pain do we solve for the customer?
2 What persuades customers to [action - e.g. buy / signup]?
3 Why do people buy our solution?
4 What could we do better?
5 What are the most common complaints we get?

29. Step 3
3
You’re a great marketer. It’s your time to shine!
You should stand out, we’ll help you do that
easily
Aggregate everything you’ve learned from your research into your main message:

30. Emotional Targeting Steps
Who are we
speaking to?
What do we
want to say?
How do we
need to say it?

31. Step 4
4

32. Emotional Targeting Framework
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Desired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet
Conversion
Copy
Elements Visuals
Current
Unappreciated
Frustrated
Desired
Smart,
Appreciated,
Admired

33. Emotional Targeting Framework
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Desired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet Copy Elements Visuals
Current
Unappreciated
frustrated
Exhausted
Desired
Smart,
Appreciated,
Admired
Emotional
Triggers
Color Pallet
Conversion
Copy
Elements Visuals
Current
Unappreciated
Frustrated
Desired
Smart,
Appreciated,
Admired

34. Step 4
4
Video Testimonials
Make headline about the customer
Visuals of final result for marketers

35. Thank you for listening!
Talia Wolf | getuplift.co | @taliagw
Grab the template below:
http://getuplift.co/wistiafest/