Tuesday, May 19, 2009

Emotional Words HomeBusiness

People don't buy things for rational reasons. They buy for emotional ones. They want to feel good... hopeful... satisfied... proud... relaxed... acknowledged... secure... ... .If you can identify the underlying emotional needs your product or service satisfies, you can write copy that identifies with your reader in a very intimate way. In a way that says YOU understand them. That you've been there yourself, that you've found a solution to the very problem their emotions are driving them to solve.

That's powerful stuff.

So how can you write emotionally-charged salescopy that connects to your reader? Start by looking at the problem your product solves. What's the underlying emotion it addresses?

The first step to writing emotionally-charged copy is to identify which "power" emotions are at the core of your product. The use those words to write salescopy that converts the MAXIMUM number of visitors into paying customers...

Fear of Loss:
One of the most powerful human drivers of change is fear. Fear of losing those things that are most important to us. It could be our sense of security that's at stake. Our money. Our health. Or even our happiness. When you identify fear, you can write salescopy that speaks to that emotion, and indicates how your product will overcome that fear.Here are some examples of copy that recognizes fear and offers a solution to it:

"Lose $3,000 tomorrow without this advice…"
"Protect your computer from viruses that can wipe out your entire hard drive."
"Selling your home? Avoid the top 10 mistakes that can cost you thousands of dollars!

"Notice how these examples use words like "protect" and "avoid"?Just as there are power emotions, there are power words that correspond to those emotions! What are some other power words besides "protect" that correspond to fear? Well, you can try words like:
Save
Secure
Safety
Clinch
Red flag
Defend

Keep in mind that when you identify negative emotions like fear, your ultimate goal is to show how your product or service takes away these fears. Your job is to identify the fear that is there, relate to your reader based on that emotion, then provide relief from that unpleasant emotion. That's why the power words related to fear are positive.