Emotion and Writing Copy

byDaveSw

5.6K followers

Updated 6 years ago

Hi, Everyone...

This is a subject that likely you have heard a lot about as you delve into writing content for your blogs, or your social posts, opt-in pages, sales pages, or ads...

Adding in the emotion element to your writing can help you keep people reading your content, prompt them to take action, and can help create a loyal folliowing over time...

Using this tactic is a combination of skill and art...Great copywriters know that ONE WORD can make a huge difference in how copy performs...

You should try to frame your titles, subheadings, copy, words, sentences, paragraphs, etc. in such a way that you cause the reader to emote..

Here's why.

Background

What are emotions? This is when a person has a reaction to something - they are 'emoting' - it is essentially an involuntary response to some prompt from some source that brings on such a feeling...

Think about times when what you have seen, observed or experienced made you feel extremely sad, happy, angry, perplexed, inspired, determined, etc. It was not a planned reaction, you just reacted...

Such feelings can come from a variety of events...One of which is reading words...

It could be a book, a sales page, a blog post, a video, a news report or it could be verbal or visual prompt...

Note that emotions can also be experienced just by the person thinking of something that has moved them at some point...

But today we are interested specifically in using this phenomenon as a tool while going about our online marketing business...

We are going to target evoking specific emotions from people that read our words...

Why Do We Use This Tactic In Online Marketing?

Plain and simple, we use it because it works. It may sound cold, and predatory in some way, but facts are that we all go through our day persuading or trying to influence people one way or another regularly.

This is nothing new, you likely knew this. With our online marketing business, we want to use this tool/tactic in a more planned and calculated manner...

It is in the drilling down of the concept where we see HOW we can implement the tactic (using it as a force for good of course!) as we create our content...

We want people to take action in our favor, actions that will benefit us in addition to benefiting them...

So today we will look at the use of emotion in online marketing, as in where to use it, the kind of reaction you are hoping to evoke in the reader, why you are seeking this, and how it can further your online marketing goals...

I like to call the these powerful words and phrases 'emotive triggers' (so do millions of other people, I am not inventing anything here!), and there are specific places you want to add them when creating copy...

Let's have a look...

Where To Use Emotive Triggers

There are specific places within copy you will want to add these as you write. They are so powerful that if used correctly, the reader will involuntarily become an ally and be anxious to do whatever you want them to do...

This all sounds like a bit of an overboard pitch, but I assure you there have been thousands of studies that prove the validity of using such emotive triggers, and in dollars and cents, it means more sales and profits for your business.

Let's look at some areas where the use of emotion evoking triggers can help:

(1) Blogs - Using trigger words can help keep readers on your page. Use them in Headlines, the body, conclusions, and in calls to actions.

(2) Sales Pages - This is where using emotive trigger words is particularly effective. You are focusing on ONE thing, selling whatever it is that you are promoting. These words can trigger the reader into wanting to take action and buy what you are selling.

(3) Ads and Banners - Here you want to get the viewer to your sales page, You are not selling at this point, rather evoking emotion that causes them to want to go to the sales page.

(4) Webinars - There are effective ways to package the flow of a webinar and using emotional trigger words will keeo them in the flow of your presentation and make them ready to buy.

(5) Sales Videos - Using trigger words in your presentation is very effective in keeping their attention to the end and the call to action.

(6) Opt-In Pages - You have only a second to capture then, A strong headline and in a few words tugging at their emotions will often do the trick to get them as subscribers. Offering something of value and packaging it using the right words is the way to go.

(7) Emails and Email Campaigns - Definitely this is an area where you will want to use emotion as a tool to get them to take action, and the subject line must also pique their curiosity to get them to open your email.

(8) Training - Pulling people in using trigger words and then sprinkling appropriate trigger words throughout the training will help keep their attention and in an active listening mode.

(9) Live Streaming - This is where your words will keep them watching or not. Trigger words will help keep them!

(10) Social Marketing - As with other tasks an online marketer is faced with, using emotion triggering words will attract more people and get attention to what you are posting.

(11) Forums and Membership Sites - Wealthy Affiliate is a perfect example of where the words you use get more attention to the posts or training you publish. Look at the ones that are popular even years after initially being published. Why? Emotive triggers is why...

(12) Live Events - This is face to face meetings with you as a presenter and an audience that is either going to listen to what you have to say, or tune you out. Using trigger words can really help keep them focused on your message.

Obviously, the scope of this post is not going to cover all these areas in detail, or it would be a series of ebooks!

Rather I will mention some of the highlights for shared elements the above may have when it comes to emotive triggers. This will be enough to get you started thinking, and you can decide how you might add more such triggers to all the copy you create.

General Areas Where You Can Use Emotive Triggers

(1) Headings or Titles - There have been numerous studies on what makes an effective heading or title. Generally power words that trigger a need to look further are great and effective.

(2) Subheadings - Here you have an opportunity to more fully draw the reader in, and again this is a place where you will be able to use trigger words.

(3) Body of Copy - There is a place in the natural progression or flow of the offer where you will plug in the emotional trigger words to add emphasis to the reader and get them to sway towards taking the desired call to action.

(4) Conclusions - This is a place in content creation that provides an opportunity for you to tell the reader what you told them, and add in some trigger words to further empahasize why they need what you have.

(5) Calls To Action - This is definitely an area that can at times use trigger words...

Sample Trigger Words By Type Of Emotion You Are Trying To Evoke

This is by NO means an extensive or complete list. It simply provides a starting point for you. I urge you to do some simple research using Google and collect more such words for the varied emotions you want to invoke in readers as they go through your content...

Here are just a few sample trigger words by category (remember:there are a ton more - do a search and copy and save by category for easy access when you need them!).

Emotion - Curiosity. Secret, underground, covert, intel, have you heard, banned, behind the scenes, off the record, or concealed.

Emotion - Urgency. Missing out, left behind, most important, limited time, limited quantities, deadline, tremendous, or stronly recommend.

Emotion - Confusion/Helplessness. Doubtful, misgiving, uncertain, stressed, hesitant, indecisive, embarrassed, or perplexed.

Emotion - Anger. Ordeal, provoke, repulsive, shocking, harmful, scam, sadistic, violent, despicable, exasperated, offensive, powerless, or frustrated.

Emotion - Safe/Satisfaction. Bargain, ecstatic, fulfilled, approving, authentic, solid, honest, guaranteed, effective, or easy.

Emotion - Happy/Alive. Blessed, satisfied, thankful, overjoyed, ecstatic, sunny, elated, fun-loving, glorious, cheerful, light-hearted, or jubilent.

Emotion - Inspired. Motivated, sincere, tenacious, exuberant, in-the-zone, balanced, eager, superb, focused, keen, eager, or reliable.

Each of these words when used in the right place in your copy will help convince the reader that they should do as you are advising.

It may seem manipulative, but in reality, it is simply a tool - it can and should be used for good (although it is a double-edged sword, I have seen it used for bad too)...

Anyway, now you have a good starting point for using this important tactic as you create your own online marketing content.

That was the purpose of the post! I hope mission accomplished...

How To Make Best Use Of This Blog?

I have collected many books and other pieces of content/information over the years, some hard-cover, and some are big, fat extensive resource folders that I have built up and refer to infrequently - but I cannot bear to part with them as they represent a lot of work done in the past.

They evoke an emotion in me when I see them all. : )

These days that is not necessary due to the digital age we live in. My recommendation would be to establish a folder and subfolders with various kinds of high quality copy that you run across as you go about your online business day.

Categorize your gatherings for easy access and getting that exact piece of copy you want to review as you create your own unique copy. Over time, you will have your very own substantial library, as you find more and more valuable copy to save, and this is going to make you a better writer and copywriter.

Bottom Line

This has been a short (?) introduction to the world of emotion and it's connection to copywriting. You use it whether you realize it or not daily as you go about the business of life, and with online marketing, planned use of the tool/tactic will help you.

Now I am interested to hear from you what I have missed (obviously this is a HUGE area and a short blog post does not begin to cover it) and what your own experiences may have been with using emotion in your business.

Remember, I believe in ALL of you!

Let's do this!

Cheers...

Dave : )