How To Write Emotional Sales Copy

Hi,
I like to use word-pictures to create emotions. For example, anyone can identify with:

Jane walked in the door after a long day's work. She flopped down on the sofa and contemplated the TV. Nope, no energy to search for that confounded clicker.

Then she turned to the mail. Bills - ugh. Set them over there for later. Hmm, an ad for a natural supplement that increases your stamina and energy - Jane couldn't read that one fast enough!

See how that sucks your readers into the scenario and helps them feel the very exhaustion that Jane feels? That's because we've all been there-done that. Right?

Another way to write emotional copy is... to get emotional about the product yourself. Believe in it! Feel the pain that the product solves! Feel the relief when the product truly works! Joy, elation!

That's my take on it, anyway.
Dot

Is the sales page below, emotional?

HOW TO MAKE MONEY ON FACEBOOK

Is the sales page below, emotional?

HOW TO MAKE MONEY ON FACEBOOK

if not, what can i do?

The article was pretty good read. Thanks for bringing the link to our attention Alex.

According to Denny Hatch, there are seven emotional hot-buttons in advertising - and it's also the title of his new book - Google 'hot button copywriting'.

These are:

Guilt
Flattery
Anger
Exclusivity
Greed
Fear
Salvation

So the thing to keep in mind is, when you talk about emotion, which one are you referring to?

And it may not be the one that motivates you, or your market.

The problem is, you can't fake emotion.

There are many nuances in the way you write the words. You can manufacture the right words, but unless your heart is truly in it, then often a regular copywriter will create a piece that feels contrived.

Even the pros fall for that one too. It's very subtle.

I'm not offering a solution per se, but rather an observation. Next time you want a sales letter to drip with emotion, magnetism, believability and influence, then write a letter around a product you truly believe in, and has had a direct impact in your life.

At the very least, you'll be able to see the subtle differences between true emotion in print, and the manufactured type that tries to mimic it.

Many writers - some I have spoken to privately on this forum - can't write unless they feel the tears or pain directly.

That's not practical for many of us, but hey!

P.S - I often believe that when writing with TRUE emotion, a lot of the "traditional" copy rules go out the window. I believe this is a good thing, because it mimics the mindset and thought process of your emotionally charged reader.

They don't think with the same logic when drunk on emotion... so your logical, well structured, factual copy won't resonate. If they read copy that flows in the same process as their current mindset, then there's going to be much deeper resonate.

That being said, you've still got to put the basics in, like benefits, offer, price, urgency and proof.

supremo respect mate!!

emotionally affecting your readers is, s'far as i'm concerned, the only reason to write at all.

shrink-wrapped bleh robot-speak sucks.