A waiter brings you three big mouth-watering juicy lemons, cleanly washed.
The attention-grabbing yellow color and the unique smell of the lemons momentarily captivate you. You get one of the three fruits. You feel the rough but tender peel.
'These are tasty, juicy lemons!' you murmur to yourself.
With a sharp knife the waitress cuts each of the fruits into half. As the two halves fall on their sides, you observe the tasty juice oozing down the cut surfaces.
A cool pleasant breeze is softly hauled at you carrying with it the smell of the lemons in front of you.
You close your eyes and recall last time you ate a lemon.
By the time you open your eyes a glass of well - prepared lemonade is sitting in front of you.
As you stretch your hand to pick it, you experience a tremor, like that of a small earthquake. It shakes your mouth walls as your taste buds collide with citric acid.
Uncontrollable secretion of saliva starts.
As you take the first sip, you close your eyes.
When you open them you realize the waitress is looking at you.
She knows that is your favorite drink.
In the above account I have tried to show the power of emotions in persuading prospects in order to increase sales for a restaurant.
I was moving towards the end of the sales letter. I wanted to power-pack the letter with emotion.
Using the power of imagination to arouse emotion is a good way to increase conversions.
Pick on a benefit or two in your sales copy; ask your prospect to imagine herself enjoying it. Target the emotions you want to arouse first.
As a copywriter, I like using this approach because it makes prospects feel what it will be like to make a purchase.
You will never enjoy the sweet taste of sugar in your tea unless you stir it. Likewise we are born with emotions; you will never effectively use emotions in your prospects unless you stir them in your sales copy.
The bigger the number of senses you use, the stronger will your sales copy be --- emotion wise.
Some people say imagination is mere day- dreaming. It plays no role in copywriting.
What do you think about it?
[MOD EDIT: Removing what caused this thread to get deleted]