We all know how powerful and useful emotions can be. People act on their emotions more than their rational thought. If you want to be truly persuasive, you have to understand this. That emotion dictates all buying decisions. The key is to use emotion as well as logic to back up your claims.
Today, I’m going to go over how aspiring copywriters can connect to their readers through emotions. It all boils down to understanding the reader and what gets them going, what they are upset about in life, what do they passion, what it is that they desire like no other. Once you know your audience inside and out you can proceed with crafting the winning sales copy that will generate some big money.
If you were to ask me, “Cedric what is the one most successful secret in copywriting?” I’d tell you that would be using emotions in the right way. Doesn’t matter what situation it is, even in B2B emotions still rule as they are still people.
Remember this fundamental principle, humans greatest motivator for action is self-interest.
No one will ever do anything unless it benefits them in some way shape or form, whether it be materially or abstractly. Convincing someone to do something without a clear benefit for them will be incredibly hard to pull off. People who claim to enjoy helping others do so still because it helps themselves, they do it to feel good. Everyone only moves if they think they will benefit from the action, it’s human nature.
If you want to promote your product, you have got to get inside the reader’s mind and know what they are thinking and how they are.
Find out the reader’s passions, thoughts, fears, wants, desires, etc.
I found the best way to understand your target audience is to submerse yourself in their lifestyle. Life the life they live, do what they do daily, think how they think, watch the same TV shows, read the same newspapers, follow the same people on Instagram. Going to conventions and such where likeminded people congregate for fun is very good for this.
All sales are done to fix someone’s problem, you have to fix problems. Stir up emotion in your reader and then show them that the solution to the problem that is causing them great frustration is through this product. But, please, provide something of actual value that really does better others lives. Scams are horrible and you should never copywrite for a product or service that clearly cannot provide what they claim it to.
This is what will bring success to you as a copywriter, fully understanding EVERYTHING about your reader.
Psychologists discovered that people are constantly talking to themselves throughout the day and it is your job as a copywriter to burst through that useless chatter and explain to them that your product will solve their problems.
As with the drill example, you aren’t selling the hole the drill makes, you are selling the feelings the customer will feel after they have drilled the hole.
People often assert that they use logic to make their decisions but this clearly isn’t the case. Rich guys will buy a lambo but they will never their wives that it’s really to garner attention from young women. He will conjure a bunch of BS reasons as to why he bought it such as better gas, better protection, yadda yadda to his wife but we all know he really bought it for attention.
Using emotion will bring you sales, but it’s also crucial to sprinkle in a few logical reasons so the logical half of the brain, the left hemisphere, is satisfied.
We’ve all had those times when we really wanted to buy something to impress our friends but the price tag was a bit too hefty so we go back and read all the great details and add-ons that this product has compared to the others and, well, we delude ourselves into buying the product. We’ll say we bought it for this and that but really we spent all that money for status amongst our friends.
For a compelling headline, you want to include both emotion and logic into it. There isn’t much room in a headline so you have to be very concise. Every word matters. It really does, just one word can set someone’s brain down a different pattern of thought. One that we don’t want.
That’s it for today, if you have any questions please ask away! I enjoy helping others.