It has been said that people buy and take other actions based on emotion, and then use logic to rationalize their decisions. Most of the time, this process occurs subconsciously, and within a few seconds. Whether or not you buy into this theory, it only takes a bit of observation to know that people ARE emotional and that emotions DO play into buying and other decisions, at least to some degree. So, if you are in a position to help people make decisions through writing, it helps to know how that process works, and what you can do to work with it. To get you started, here are some of the basics of emotional copywriting (for pointers on how to implement the basics, check out next week’s post, Emotional Copywriting 102):
Readers Are Suggestible
Why do people read anything, ever? To learn something they don’t already know. To hear a story. To be entertained. Perhaps even to be convinced of something. In other words, when people read what you’ve written, they want their lives to be altered in some small way. To a certain degree, they WANT to be told what to do and what to think. This doesn’t mean we’re all just automatons waiting to be programmed; it means we’re open to suggestions, and willing to learn and explore. So, in your promotional materials, use emotional copywriting to prompt an action. But, since people don’t like to ADMIT they’re suggestible, be sure to provide logical reasons to back it up.
Emotion Breeds Connection
When you spend time with friends, what do you remember most? Not every word they said, but how good it felt to laugh with them, share information about your life, or participate in a fun activity together. Conversely, what do you remember most about an unpleasant visit to the DMV? Again, not the details of the interaction, but how the situation as a whole made you feel (most likely annoyed). If you can create a positive emotional response in your reader, you will begin (or continue) to build a relationship with them in which that positive emotion is connected with your brand. (A negative emotional connection can also help you build your brand–for example, the fear of not appearing successful as a motivator for interest in a luxury item.)
Core Emotions
Here is a list of core emotions on which all other emotions are based. Evoke one or more of them in your writing, and you will be more likely to get readers’ attention:
- Acceptance
- Anger
- Anticipation
- Disgust
- Fear
- Joy
- Sadness
- Surprise
No One Can Argue With Logic
Here are some logical reasons people use to rationalize buying decisions to themselves and others (such as bosses or spouses). If someone wants to buy your product or service, he will likely come up with some reasons on his own. But, provide as many as possible to make it easy for him:
- Decrease hassles
- Improve efficiency
- Improve health
- Increase convenience
- Increase profits
- Increase safety
- Increase security
- Reduce costs
Problem…Solution
A good way to put these emotional copywriting concepts into practice is with a problem-solution format. As the name implies, the strategy is to present the problem, as seen from the perspective of the reader, and follow it up with the solution (which you can provide). Use the problem portion to gain readers’ interest by letting them know you understand their problem, and evoking the emotion. Use the solution portion to keep their interest by letting them know you have an answer to their problem, and spelling out the logical reasons it will work.
What have you learned about emotional copywriting, either as a writer or as a reader? 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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