Last week I introduced the concept of emotional copywriting, and spelled out some of the basics of what it is and how you can use it to get a better response with your promotional materials. What I didn’t write about was exactly how to do it…which is what this post will cover:
Do Your Homework
If you read this blog or my newsletter with any regularity, you know that in just about every post, I talk about audience awareness in some form or another. That’s because it’s essential to getting your message across. You must know WHO you are trying to get your message across TO. Your audience will determine everything from the length of your document to formatting to word choice to the type of document you develop in the first place. To use emotional copywriting effectively, you need to do your homework and get to know your audience. Find out their needs and concerns, and how they FEEL about those needs and concerns. Those are the feelings you’ll want to reflect back to them.
Suggest, Don’t State
Don’t mention the emotion you are trying to evoke. Instead, develop an image in the reader’s mind that will call it up. Here are some examples:
- DO write: “It’s pouring rain, you just got home from work, the kids are hungry, and there’s nothing in the refrigerator for dinner.”
- DON’T write: “You probably feel frustrated, guilty, and panicked when you forget to prepare for dinner.”
- DO write: “Will this be the year you give her what she deserves?”
- DON’T write: “You should feel unsuccessful and unworthy as a husband if you don’t give your wife expensive jewelry.”
- DO write: “Friends, food, and fire. The only thing that can make it better is a nice, cold Duff.”
- DON’T write: “Duff will make your happy times happier.”
Stir the Pot…
Depending on the type of document you are writing, you may want to take things a step further once you have evoked emotion. Extending one of the examples above, you could write, “Will this be the year you give her what she deserves? Hasn’t she given you everything and more? Tirelessly, and without complaint? Doesn’t she deserve a little glamour in her life? And, shouldn’t you the one to give it to her?”
…But Don’t Go Overboard
Here’s where you really need to know your audience. How much emotion will they tolerate, and how much is too much? Where is the line between suggestive and helpful on one hand and cheesy and over-the-top on the other? There is no easy answer to these questions. It will depend on what you are selling, the type of document, the context, the audience, and the kind of message you want associated with your brand.
Use Power Words
You don’t have to pull your hair out trying to come up with emotion-based words that will resonate with your readers. Studies have been done, blog posts and books have been written that can help. For starters, check out David Husnian’s blog post, Some Words Are Mightier Than the Sword: Powerful Words to Trigger Emotions and the book Words that Sell, by Richard Bayan.
How do you use emotional copywriting? Let us know in the comments!
About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.
Need help with your emotional copywriting? Karen can help! Click here for contact info.
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When I teach marketing strategies to real estate entrepreneurs, wholesalers and bird dogs I refer to what you call “Audience Awareness” as “Market To Message Match”. It is critical and a point that anyone doing their own promotional materials needs to truly understand.
Sincerely,
James
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Karen Marcus Reply:
September 8th, 2010 at 5:26 pm
Thanks, James, that’s a great way to look at it: your message must match your market! Selling dog collars to cat lovers won’t do you any good. I agree, this is a critical point, which is why I mention it in just about every post.
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