Working closely with clients in a one-on-one situation draws out significant emotion – a requirement of the healing or problem-solving process.As a coach or consultant, you understand emotions well within the context of the coaching or business relationship.Emotions, however, also play a big role in how you market your coaching practice or small business.In fact, the best online content is that which elicits emotion. It causes readers to feel something. Not only does this create a powerful bond between a business or personal brand and its fan base, it also leads to viral sharing, which is the dream of all content marketers.

Be Positive, First and Foremost

Positive content gets more shares. It makes sense if you think about it: The most shared content is that which is humorous or awe-inspiring. Content that gives us hope, such as a powerful image, is more likely to be shared than something pessimistic or negative. Amusement, joy, a sense of belonging, surprise, affection, and excitement are all very engaging emotions.

Is There a Case For Negativity?

However, there is a case to be made for negative emotions as well. Although negativity doesn't go over as well as positivity does, sometimes a very sad or frightening piece of content will go viral. This is because it triggers powerful emotions of empathy or concern.

Negativity can also just be the natural result of doing something/engaging in an activity that can produce an unfavourable results, or it can be the consequence of NOT doing something. Take a look at the questions below and imagine creating content for your audience based on them:

What will happen if I do……?

What will happen if I don’t do……?

What won’t happen if I do……?

What won’t happen if I don’t do……..?

You can see how negativity can be used for self-reflection and to encourage action.

Righteous Anger

Some studies have shown that anger is a good emotion for content. Of course, you shouldn't make your audience angry at you. Rather, it can be very powerful to share content that causes some controversy and gets a discussion going. You might encourage people to rally behind a cause or engage in a debate about an important topic.

And People Are Curious

Finally, curiosity is a great emotion to target. When there is content that makes people say, "What’s that all about?" it's sure to get some sharing. This is also true of titles for written content that pique curiosity.

Which emotions to target and how to go about targeting them all depends on your target market. The better you know their feelings and opinions, the easier it is to give them content that will stir their emotions.