Copywriting Persuasion - Emotion Sells

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Want to write persuasive copy that sells? Tap into your audience’s feelings - your copywriting must evoke emotion, and it must be sincere.

Copywriting isn’t about writing well. It’s about writing transparently. In fact, if your prospective customer thinks “that’s clever”, then no matter how creative your copy is, it won’t sell.

People make decisions based on emotion. They justify a decision using logic, but emotion is what makes them decide to buy. So, since that’s the case, how do you tap into your audience’s emotions to drag the money out of their wallets?

Start with your product. Learn as much as you can about it, and the people who buy it. Why do they buy your product over competing products? Why do they need or want the product? What dominant emotion triggers a purchase?

If possible, talk to people who use the product; nothing beats first-hand experience. But be aware of what they don’t say - they may be completely unaware of what triggered their purchase.

How to Write to Evoke Emotion

1. Show, don’t tell

Novelists are told to “Show, don’t tell” because showing evokes emotion - this works for copywriters too. So show your customer’s frustration or anger at his problem, which your product solves. Show his relief and confidence after the purchase.

Testimonials are useful to show, rather than tell, but ensure that your testimonials are specific.

2. Use concrete images, be specific

Use the five senses to create pictures in the customer’s mind. Avoid adjectives, use nouns and verbs instead.

3. Use words and phrases associated with the emotion you want to evoke

Make a list of phrases associated with the emotion, whatever it may be. Use the phrases in your copy.

4. Be sincere

If you have contempt for a product, it WILL show. Your underlying emotion always shows in what you write, there’s no way to avoid it.

So if you find a product distasteful, pass on writing the copy. You’ll need to feel the emotions you want to evoke, otherwise you can’t evoke them.

Persuasive copy is all about feelings. Discover the power of emotion, and your copy will sell.

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