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How to use emotion in your copy - Help!

by JohnnyG11k
5 replies
My partner just taught me about using emotions in my writing

He told me to use words such as See, Feel, Touch, and anything that stimulates the 5 sense of humans...

He also told me to use these words with stories and drama and soap opera... stuff like this

Could you please detail this, or share your own tips on how to write copy that stimulates emotions?
#copy #emotion
  • Profile picture of the author marciayudkin
    He told me to use words such as See, Feel, Touch,
    Actually, this approach works far better if you use words that call up images in the readers minds more subtly, without using words like See, Feel, Touch.

    My favorite example of this comes for a magazine ad for Puerto
    Plata, Dominican Republic:

    "You're welcomed by warm smiles, slapping dominoes and
    whispering trade winds. Here, you can share sunsets with
    artists and fishermen as merengue rhythms course through
    the streets like mountain streams."

    Notice how these sentences evoke visual, auditory and
    kinesthetic sensations.

    Warm smiles - feel and see them

    Slapping dominoes - hear and see them

    Whispering trade winds - hear and feel them

    Share sunsets - feel and see

    Artists and fisherman - watch them

    Merengue rhythms - hear and feel

    Course through the streets - see the movement

    Like mountain streams - see and hear

    Got the idea?

    Marcia Yudkin

    PS The above is excerpted from my book, Meatier Marketing Copy.
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  • Profile picture of the author shawnlebrun
    By saying those words, you appear too transparent as to what you're trying to do.

    Instead, like Marcia said... just try to get them imagining the benefits by using them in a similar story they can relate to.

    In other words... instead of saying those words, just paint the before and after picture for them.

    Like Eugene Schwartz said...

    "Words in advertising are like the windows in a store… you must be able to look right through them and see the product. Copy should never call attention to itself."

    This is why I often start out copy with...

    "Imagine this for a moment"

    or "Picture this..."

    and then you go into painting the before and after picture for them...
    without using those words you mentioned above.
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  • Profile picture of the author max5ty
    My thoughts on emotion in copywriting...

    don't try to create an emotion.

    Depending on the product you're selling, your buyer already has a certain range of emotions surrounding the problem you're solving.

    A super star copywriter will understand the emotions the buyer already has, and simply confirm them.

    When you try and create emotion your ad will be a dismal failure.

    When you simply confirm it and show you understand it, you hit home runs.

    If 80% of the success of your ad is the headline, the other 90% of the 20% is understanding your buyer.

    Research is invaluable.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by max5ty View Post

      don't try to create an emotion.

      Depending on the product you're selling, your buyer already has a certain range of emotions surrounding the problem you're solving.
      This.

      Your prospects already have the emotions you're targeting ingrained within them.

      You just need to figure out how to join the conversation already happening inside of their heads and TRIGGER what they already feel and believe.

      And yes, research is key. Get crystal clear on the circumstances your prospects are dealing with AND what they want. That's the material you'll use to trigger the emotion.

      A lot of the whiteboard-style videos use the whole, "Meet Peggy..." hook. It positions whatever story you're about to tell alongside the prospect's own experience. If prospects can relate with "Peggy," you've successfully triggered their emotions.

      If your research skills suck and the picture you're painting about Peggy doesn't resonate, you will fail to trigger your prospect's emotions - making your copy (no matter how good) totally obsolete.

      Mark
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  • Profile picture of the author Bill Jeffels
    Emotion in copy is very powerful. Hitting your prospects emotional hot buttons is important.

    When writing you should be able to take your prospect through an emotional roller coaster all the way to your solution.

    I wrote a diet ad where I made sure I used the word "Humiliated" then I took them through the process of empathy and down to the solution (the product)



    Bill


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