Here's #6 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.

Hallmark of Great Web Content #6:
Great Web content is emotional. It raises the hairs a bit.

Whether you’re selling financial services to consumers or databases to businesses, remember: Companies don’t buy things; people do. So their purchase decisions are influenced by more than steel-trap logic and facts.

“Since we all buy with our emotions first and our rational minds second, you’ve got to uncover the emotional reasons for buying your products and services, or you’ll just be competing on price—a bad place to be,” says Web copywriter Sid Smith. “A strategy built around satisfying your customer’s emotional needs works far better than one focused solely on lead generation ‘tactics.’”

Good content gets the reader involved personally. Look for ways to put the reader into the story. Perhaps her inspired purchase of your product will earn kudos from her peers. Or maybe the content shows a family man how your product or service will give him more time with his wife and children.

For more hallmarks of great web content, read the white paper.

Labels: business to business (B2B), content marketing, ten hallmarks of great web content, web copy writing