SIX super Emotional Appeals (EA) to six TYPES of people.

You'll find these 6 types could be 80% of your customers (or zero %), but they are common "types".

Type ONE. Worry Warts. Doom and Gloomers. Cup half EMPTY.
The sky is falling.

Emotional appeal which FAILS: BE an upper, an Annie (the sun will come out tomorrow), a pollyanna. Try it, fall flat on your face. EA which works=

AGREE. Emotionally appeal to his negative view by reassuring him TOMORROW IS GOING TO BE TOO LATE, so he must act now.

Immediate action required OR ELSE. Prepper and survival markets. Cars of today before price goes up, opportunity of now.

Type TWO. Scholastic Spastic. Intellectually superior. Highbrows, avoid the hoi polloi. They don't participate in the common or silly.

EA which works= feed their ego, reassure they are the ones to be emulated, they are the standard bearers. Emotionally appeal to their intellect, an oxymoronic verbal judo tactic. High end furniture, clothing, watches are use power words like

discriminating buyer, appreciates, aficionado, discerning.

EA to their snobbery.

Type THREE. Carpe Diem, live for the day. Must have now. Impulsive, and often in debt. EA which fails, an appeal to their common sense or to delayed gratification.

Appeal to their thrill for now, to eat, drink and be merry, for tomorrow you get evicted.

Type FOUR. The Bench Warmers. They huddle at the end of the pine, keeping it warm and dreading having their number called to get into the game. They will brag about being on the team, as long as they don't have to showcase their lack of skills.

They live via vicarious thrills, often are librarians or collectors, like the dozens of books and courses on copy taking up shelf space above their desks, but, never putting pen to pad.

Appeal to their security, their comfort, their being on the team.

Type FIVE. The Scarletts and Annies, where the sun will shine tomorrow, so therefore, they can't afford today, must save for the future, when it will be a better time and a better place.

EA which fails are those which satisfy NOW wants...so ones which work have long term TOMORROW phrases, like you and your children will enjoy this for years to come. Take them to tomorrow and beyond, IF they act today.

Type SIX. Top of the Pryamid. On the top of Maslow's pyramid dwell the self fulfilled, happy as they are, living their dream and basking in the glow afforded the summit.

Admiration, appreciation of their view, and of their contribution. They like to think they trickle down their success like a Water Wall of herbs inside a Naples restaurant.

Any list which attempts to typecast people is going to fall short, but, if you can identify where your TARGET prospect is at, and one of these might help you to relate to their state of mind, then you have a powerful lever to use on them and maybe motivate them to action.

Do you consider the types of people and which EMOTIONAL APPEALS you are going to use in your copy? Feel free to share. Next time, I'll share some specific positive, constructive and creative EMOTIONAL appeals which have a long history of success.

gjabiz