Have you ever heard the theory that people buy on emotion and justify with logic?Long story short, Harvard professor Gerald Zaltman conducted research which showed that, as much as people compare brands and prices, emotion is the most powerful driver of how they make purchase decisions.So, what does that mean for you?It means that you’re unlikely to attract new members to your coworking space by talking only about the space, amenities, pricing, and features. Don't get me wrong. Those things are all important. I’m just saying that they can’t be all you talk about.From your website copy to your blog articles, email marketing, social media, and beyond, you need to weave a little bit of feeling into your content as well.It’s what will ultimately make you stand out from competitive spaces offering similar value propositions.After all, statistics have shown that emotional content can increase marketing effectiveness by as much as 70%.So, how can you create emotional content that connects with potential members?Here are 7 ways to create emotional content.

• Understand your audience: By knowing your existing and prospective members--their sense of humor, their challenges and frustrations, the things that they enjoy and that make them happy--you’re equipping yourself with a jumping off point for creating content topics that connect emotionally. So, start with some research about who you’re trying to reach before you get into creating content.  

• Share your story: Don’t just talk about the services you offer. Talk about what led you to open your space. What challenge your space is designed to solve and for whom. Why it was so important for you to be able to solve that challenge. Your brand pillars and core values. 

• Share your members’ stories: Share stories about your members. Profile them. Talk about what they do. Who they are. What makes them unique and special. Talk about their wins and be proud of the people who work in your space.  

• Get involved with your community: Be an active member of your community and talk about why it’s so important to you. Highlight and support local businesses. Take a stance on an issue that’s near and dear to your heart and tell your audience all about it.  

• Get personal: Be an open book as an owner or operator. Wear your heart on your sleeve. Who you are effects how people perceive the experience they’ll have at your space. So, share your thoughts, ideas, stories, and learnings as an entrepreneur. Discuss your interests, passions, and hobbies. Putting a face to your space will help forge even stronger connections with existing and prospective members. 

• Create FOMO: A sense of belonging and acceptance are a big part of people’s purchase decisions, especially when it comes to choosing a workspace. So, use your content to tap into people’s Fear Of Missing Out (read my article on this topic for some how-to’s on that). 
• Be conversational: I personally find that rigid, formal content feels cold and unemotional. My preference is to write conversationally because it draws people in. The key is to understand what “conversational” means to your audience--for instance, whether it’s tongue-in-cheek and lighthearted or more on the professional side.

There are no two ways about it: crafting content that taps into people’s emotions takes more time, thought, and strategy than creating generic content.But doing so might just be the point of differentiation that persuades a new member to choose your space over your competition.