Clear the Clutter, Focus on What Matters
Hey Reader,
Every time I’ve gone viral, I’ve made a ton of money.
I’m talking thousands of dollars in a single week, sold-out products, a flood of buyers, and massive traffic overnight.
But here’s what most people don’t realize: virality alone doesn’t do that.
It’s not luck. It’s not timing.
It’s messaging.
When your message connects emotionally, when people see themselves in your story, viral content doesn’t just get attention.
It builds trust.
And trust is what gets buyers.
The Challenge: Visibility Without Connection
Most entrepreneurs are stuck chasing visibility instead of building connection.
They’re focused on the trend, the algorithm, or the perfect hashtag… but not on what actually moves people.
You can post all day, rack up views, and still make no money, because visibility without connection is empty.
Your audience doesn’t just want to know what you sell, they want to know why it matters to them.
They want to feel seen, understood, and inspired.
Without emotional connection, content just becomes more noise in an already crowded feed.
And in today’s online world, attention is cheap, but connection is currency.
The Result: Visibility With Sales
When your message hits home, everything changes.
Your content starts pulling in the right people instead of chasing them.
You stop begging the algorithm for attention because your audience starts sharing your story for you.
That’s when your views turn into clicks, your clicks turn into customers, and your customers become advocates who sell for you.
Because people don’t buy from the best product.
They buy from the brand that makes them feel something.
They buy from the story that gives them hope, identity, or belonging.
When you build your message around that, sales stop feeling hard.
How To Create Content That Converts
What It Is: Every piece of content you create needs one clear thing — a reason for your audience to care. Every post, video, or email must answer the question: “What’s in it for them?”There are five primary ways to grab attention online:
Disrupt, look different, shock, create curiosity, or build suspense.
These are your entry points, the scroll-stoppers.
Once you have attention, the next step is to anchor it emotionally. That’s where the most powerful content themes come in, the topics that trigger emotional connection and go viral across industries.
Here are the seven emotional drivers that consistently get attention, because we biologically cannot ignore them:
- Survival, enjoyment of life, and life extension
- Enjoyment of food and drink
- Freedom from fear, pain, or danger
- Romantic relationships or desire for love
- Comfortable living
- Being or appearing superior (keeping up, winning, or achieving)
- Care and protection of loved ones
And while others that are less powerful are staying informed, cleanliness, convenience, beauty, quality, or getting a bargain — can still perform, they don’t ignite emotion as powerfully.
The more of these human motivators you weave into your content, the more likely it is to go viral and create engagement that lasts.
No matter what you create, remember:
It has to either disrupt, look different, shock, create curiosity, or build suspense, and underneath all of it, there must be emotion. People must FEEL something when they read a post.
Because emotion is the bridge that connects attention to action.
Why It Helps: When you create emotionally charged content, you’re not just sharing information, you’re allowing your audience to experience something.
You’re giving them a story, an image, or an emotion they can see themselves in. And when people can visualize a transformation, they start to imagine it happening for them.
That’s what drives behavior.
Tension (the problem) plus desire (the emotional pull) creates action (the response).
When your content makes people feel tension around what they don’t have and desire around what they could have, they act to resolve it.
That’s the psychology behind every conversion, every sale, and every viral post that leads to buyers.
How to Do It:
To create content that gets attention and drives action, you need to blend strategy with emotion.
Here’s how to put it all together:
1. Start with “what’s in it for them.”
Before you post anything, ask yourself what your audience will get out of it — a transformation, an insight, a feeling, or a solution. If your content doesn’t answer that question clearly, it won’t connect.
2. Choose your attention trigger.
Every piece of content needs one of these five attention anchors:
- Disrupt: Challenge a belief or say something unexpected.
- Look different: Use visuals, hooks, or tone that stand out in your niche.
- Shock: Reveal a surprising truth, mistake, or result.
- Curiosity: Tease the “why” or “how” so they want to learn more.
- Suspense: Hold off on the payoff — make them wait for the twist or the reveal.
3. Tie it to an emotional driver.
Pick one (or all of them if you can) of the seven motivators that best fits your topic: survival, comfort, love, superiority, freedom, enjoyment, or protection. The stronger the emotional connection and the more of these you include, the more the content will resonate and spread.
4. Build the story around tension and desire.
Frame your message so people feel the tension of where they are now versus the desire of where they want to be. The emotional gap between those two points is what drives them to act, to click, buy, or share.
5. Show them what’s possible.
End with transformation. Let them visualize what life looks like once the problem is solved or the desire is met.
That’s how you move from random posting to strategic storytelling.
You’re not just creating content, you’re guiding emotion, shaping attention, and leading people toward action.
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Latest Podcasts
What It Really Takes To Build Something Iconic
Beth Bender is the President and Creative Director of Beth Bender Beauty, and a true pioneer in the beauty industry. In 2003, she revolutionized eye makeup by creating the world’s first eyeliner and eye makeup stencils; tools designed to help anyone, no matter their skill level, achieve professional looks with ease. With over 20 patents for her designs, Beth has not only changed how people approach makeup but has also built a legacy of innovation and accessibility. Her products have been featured in top magazines and used by celebrities, and she continues to push boundaries through SkinLure and her newest venture, Sainte Labs. Beth’s story is about creativity, resilience, and making beauty effortless for everyone.
In this podcast you will learn:
- How Beth validated a real problem and prototyped the first stencil from an eyebrow guide.
- Protecting innovation: building a moat with 20+ patents and handling copycats.
- Scaling without stores: leveraging Amazon, viral moments (Today Show, influencers), and social proof.
- Creativity vs. business: separating formulation time from pricing, marketing, and channel strategy.
- Launch tactics that work now: hero products (Sainte Labs neck cream), before/afters, TikTok Live/QVC, and word-of-mouth.
- Founder mindset: resilience through crises, trusting your gut, avoiding bad partners, and playing the long game.
Explore my newest free tools and resources:
- 200 Products Proven to Sell
- Maximize Your E-Commerce Sales
- 72 Hooks to Get More Buyers
- Start Making Money on Amazon
- YouTube Growth Checklist
And I’m just getting started, I’ll be adding new downloads and tools every week to help you scale faster and market smarter.
To Your Success,
Aimee