Dig Deeper into the Emotions of Your Audiences When Writing Content
I invite you to dissect an excerpt I just created in order for you to understand how important it is to create copy that stirs up your readers’ emotions – (in a positive direction and without undermining your competition to show your strength).
Take a look at the article I wrote discussing Joe Sugarman’s approaches to eliciting emotion, and also the article on the importance of delving into other languages and cultures to enhance your own writing skills before reading further.
Emotions stir us to action, and for this reason the best copywriters are fans of psychology. They are interested in the inner workings of the human mind to see what makes people tick, what makes them type into a Google search one keyword over another.
I wrote the following piece in an effort to include wrong approaches to successful copy. I invite you to see for yourself where the negatives of the piece lay so that you stray away from doing the same in your copy.
Here’s the excerpt:
“There’s a moment when you make an impression, or fail to be captured in the memory of your audience. Cultivate a thirst for atmosphere and excitement in your online business. Don’t miss the opportunity to get noticed.
You can’t go wrong if your marketing goal is to get noticed – but regrettably business owners all too often are found stuck in the midst of competition, dry without a client to their name – and all because they used the wrong marketing tools. Experience the positive approach with a company that chooses the right tools. Feel exhilaration with every completed lead form… and experience the positive with every phone call.
Our reputation management strategies capture unwanted pests before they spread online, and our marketing consultations are a phone call away; we are Global Local Online Marketing Professionals, assisting all the time, anytime with positivity and exhilaration.
Invest in Search Engine Optimization (SEO) or Pay-Per-Click (PPC)? What about social media, is it really for you? What’s your question? We’re here to devise a marketing plan that works, with a positive experience that exhilarates.”
What mistakes can you point out within this copy?
If you’ve already noted it, I’d like to point it out as well. Look at the line “but regrettably business owners all too often are found stuck in the midst of competition, dry without a client to their name – and all because they used the wrong marketing tools.”
Words like “regrettably” and “dry” illicit negative emotions. A major technique that most copywriters use is to downgrade their competitors instead of focusing on the benefits of their own products and services. The truth is that you will never gain a client by downgrading your competition; prospects are all too familiar with this technique. In fact, this dogma is already dead. Information marketing is the new form of selling which entails nothing other than creating a positive experience for an audience.
Try to create a positive experience by outlining the benefits of your product or service and stray away from negative language that focuses on undermining competitors. The focus has shifted to the consumer, so always remember to illicit positive emotions from those you are talking to by focusing on “what’s in it for them”.
Until next time,
Anna @ Toronto
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