Ever stared at a blinking cursor, wondering what to write so Google ranks you… while your real prospects remain invisible?
Well, you’re not alone.
And, for year now, I’ve encouraged my clients to write for humans and not Google.
But recently, Dorron Shapow explained things even better than I have.
Let me begin here…
“How much does Salesforce cost?”
It looks like a straightforward keyword, right?
But what if I told you that one search phrase… typed in by two different people at two different times… could hold completely different emotional weight?
That’s the real challenge of writing for visibility today.
And it’s why smart brands are now finally shifting from writing for keywords… to writing for humans.
Let me explain… by introducing you to a man named Elliot.
The Man Who Lost His Ability to Choose
This is what happens when you write for the algorithm.
Clinical. Cold. Disconnected. It’s all brain, no heart.
If you’re trying to build trust with real humans… you need more than data. You need to make people feel something.
Elliot was apparently a real person.
A successful executive. A husband. A father.
That is, until a brain tumor changed everything.
It didn’t make him less intelligent.
He could still solve math problems, read fine print, and speak fluently.
What he couldn’t do… was decide what to have for lunch.
Literally.
He’d stand in front of the fridge, stuck between a sandwich or a salad.
The logic was there… but the emotional decision-making part of his brain was gone.
And without it, he was completely paralyzed.
It’s been said that his story became one of the most famous neuroscience case studies ever recorded.
And it teaches us one powerful truth:
Emotion… not logic …is what drives action
That truth doesn’t just apply to humans. It applies to your content.
And it’s why you should always ask:
“Would this help Elliot decide… or trap him further?”
Google Queries Aren’t Logical… They’re Emotional Confessions
Now this… this is Elliot.
Real. Curious. Human.
When your words land here… you’re not just creating content, you’re creating connection.
Let’s go back to that original search:
“How much does Salesforce cost?”
On Monday at 8 a.m., that search might be typed by someone casually exploring.
But by Thursday at 4:07 p.m.?
It could be typed in a panic, with budget cuts looming and the pressure to make a final call.
Same words.
Two completely different emotional realities.
This is the core of what Dorron Shapow… a content strategist I admire… calls Quantum Queries.
“Every search is a confession.
Some are whispered. Some are screamed.”
Introducing the QUEST Framework
Dorron’s work has inspired a new way to think about content strategy… one that meets people where they are, not just where the algorithm expects.
He calls it: QUEST
Let me break it down:
🔹 Q = Quantum
Every query exists in multiple states. Your job? Detect the underlying emotion beneath the phrase.
Don’t just rank for “root canal cost.”
Ask: “Is this person scared? In pain? Price shopping? Desperate for relief?”
🔹 U = Understanding
Seek clarity on where your reader is in their decision-making process. What triggered this search today?
Are they researching broadly, or urgently looking for a provider they can trust?
🔹 E = Emotions
Emotions are the invisible force that pushes a prospect from maybe to yes.
An info-dense blog post that forgets this… will always underperform.
🔹 S = Strategy
Map content to their emotional state. Don’t overload; guide them step by step.
At 17 open tabs, they don’t need another list.
They need clarity, simplicity, and proof.
🔹 T = Trust
This is the final unlock.
Without it, no click. No call. No conversion.
Testimonials. Visuals. Guarantees. Case studies.
This is what Elliot needs to say “yes.”
The Elliot Test: Is Your Content Helping or Hurting?
Here’s the simplest way to stress-test your next piece of content:
Would this help Elliot decide… or trap him in indecision?
Let’s compare:
| Content That Helps Elliot | Content That Traps Elliot |
| Empathizes with emotion | Overwhelms with jargon |
| Speaks to fears + hopes | Drowns in features |
| Uses proof (stories, results) | Has no testimonials or visuals |
| Offers one clear action | Lists 7 different CTAs |
If your content is failing the Elliot Test, it’s not a Google problem. It’s a human one.
SEO Isn’t Dead… But It’s Not Enough
Let’s be clear.
SEO still matters.
But it’s no longer about stuffing keywords into robotic articles.
Search engines are getting smarter.
But they still aren’t the ones buying from you.
Humans are.
And humans… especially the Elliots of your market… are:
- Tired of feeling overwhelmed
- Scared of making the wrong choice
- Craving something real, clear, and trustworthy
The algorithm is just the delivery truck.
The destination is a human being having a moment of doubt, hope, or need.
What Should You Do Next?
Start by rewriting one piece of content with Elliot in mind.
Ask:
- Does it acknowledge what the reader is feeling?
- Does it offer clarity without overload?
- Does it show proof that they’re not alone… and this is solvable?
- Does it guide, not push?
Then measure what happens:
- Do more people stay longer?
- Do more readers take action?
- Do your messages sound more like you?
I’ll bet they do.
Final Word: Write for the Human, Not the Headline
I write for Elliot now.
You should too.
And if you’re ready to create content that connects… not just ranks… I’d be honoured to help.
At Parr’s Publishing, I help local businesses and health brands show up for the right people, not just the bots.
If that sounds like your kind of strategy… let’s chat.
Credit for Header: image by ChatGPT 4o
