Get Started Copywriting: Love and Hatred Sell

New to copywriting? You’ll take a giant stride in your career as a copywriter when you discover that emotions sell. The pricier the purchase, the more emotions are targeted in advertising.

Emotions touch the deepest part of us, bypassing our thinking processes entirely. This is why you’ll see politicians wrap themselves in the flag, attractive skimpily-clad young ladies draped over automobiles, and smiling families (with a bounding dog) walk through the door of their new home.

Therefore, when you accept a new copywriting project, your aim is to uncover an emotion on which you can play in your copy.

Here’s a powerful exercise for you. Tonight, sit in front of the television, with a pad and pencil on your lap. Record the advertising, rather than the TV shows. Make a note of each ad, and guess what emotions the advertisers are trying to arouse.

How to Use Emotions in Your Copy

1. Identify the Emotions You Want to Arouse

As soon as you land a project, start thinking about emotions. What does your target audience most desire? What do they most fear? How can you tie those emotions to your product?

Your research will help you with this. Ask “why?”, because this will help you to uncover emotions.

2. Tell Stories, Paint a Picture

You arouse emotions by telling stories, and painting pictures. You may have a large canvas for your copy (a direct response letter) or a tiny one (a Pay Per Click or classified ad). Either way, figure out how you can target an emotion in your copy.

Be subtle, rather than blatant.

3. Headlines Equal Emotion

It’s often said that the headline is the most important part of an ad. This is true, because unless the headline attracts attention, no one will read the ad.

You’ll find that great headlines are easier to write when you focus on the emotion you’re trying to arouse. Once you’ve tapped the emotion, the ad is much easier to write.

Become a Copywriting Master Fast

Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and compared to most writers, they’re VERY highly paid.

The explosion of the influence of the Web means that copywriters are flooded with offers of work. Even new copywriters find it easy to get copywriting gigs and to build their copywriting services business.

If copywriting intrigues you, join me in my Copywriting Master Class. I’ll take you from copywriting novice to pro.

“Copywriting Master Class – Ten Weeks to Copywriting Genius” gives you a comprehensive copywriting course, as it helps you to set up your copywriting services business.