Starting this blog, I suddenly remembered a line from Mad Men, a TV show I used to watch that followed the life of creative genius Don Draper.
“Advertising is based on one thing: happiness.”
This quote stayed with me because, well, it’s true. Emotions play a big role in people’s buying decisions and decision-making in general. As copywriters, our role is to explain, educate and articulate the benefits on an emotional level in order to inspire a favourable action.
That’s why copywriting is more than just writing words – it’s about messages that mean something to a person to trigger an emotional connection.
Here’s how it works.
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How copywriters use emotions as a marketing device
It’s easy to think of copywriting as simply putting words together to deliver messages that customers will hopefully understand. But it’s so much more complicated than that.
If copywriters simply wrote words, marketing messages would read like a standard email or Wikipedia. However, quality copywriting is compelling and engaging.
That’s because the language we use is designed to trigger emotional responses in an audience. Emotions often play into what words mean linguistically, so they become more than just words, but an experience.
In a way, we use emotions as a means of positive persuasion.
Consider Nike’s tagline as an example. The phenomenal “Just Do It” slogan was penned by copywriter, Dan Wieden. It’s three simple words, but in essence, it’s so much more.
It’s not talking about the brand’s status or product attributes. It does, however, work extremely well. Why? Because the tagline evokes feelings. It is empowering. It’s encouraging. And it’s inspiring.
Why do people respond to emotional copywriting?
Remember, we’re not communicating with machines. We’re communicating with people who have lives, lifestyles, preferences, memories and choices, as well as feelings and experiences.
Marketers can’t just sell facts, data, statistics or figures to present their products or services because they aren’t always relevant to audiences – at least alone anyway.
People relate to brands that create an emotional connection through their messaging and connect with those which align with their beliefs – this is what drives them to purchase the products. This is also why using emotional triggers in your sales copy is a strategic sales technique.
Let’s discuss how to write words that are so much more than words to a customer.
How you can use words to emotionally connect with customers
1. Harness the power of storytelling
92% of people prefer brands that make ads that feel like a story. Storytelling is a powerful way to captivate audiences. It involves main characters (the audience), conflict and villains (their problems), a hero (the brand) and a happy ending.
Copywriters can tell stories that are charged with emotions to engage audiences and show them that a brand is here to provide relevant solutions.
2. Use positive and warm emotions as devices.
Problems are universal. Everyone has difficulties that we desire to solve deep inside.
So, using pleasant and warm feelings in copywriting, such as joy, nostalgia, inspiration, or humour, tells your readers that everything will be fine.
As a result, audiences can trust that you are looking out for their best interests and that you, as a marketer, are dealing with the same issues they are. You become a humanistic and relevant brand that aspires to create a happy emotion to alleviate their challenges.
3. Write words that directly talk to your audiences.
Before sending a message, you must know who the recipient is, or rather, get to know them.
Who makes up your customer segment? What are their pain points? What do they usually purchase? Age? Personality? Everyone has a unique set of different needs that affect the way they make decisions.
Now, you’re targeting these needs and showcasing the benefits and value they can obtain from your business by sending powerful messaging that address their concerns.
4. Don’t be afraid to use negative emotions, too.
There’s a reason why we listen to melancholic songs when we already feel down. Negative emotions are easier to bear when it’s shared, as you know you’re not alone.
Sadness, fear, panic and other natural emotions are nothing to be ashamed of. Marketers can actually add value to these emotions by using them to encourage audiences to act.
For instance, using fear of loss or failure can spur people to act to solve their problems or be proactive about a need.
5. Create a sense of urgency.
Strike a powerful emotion in your audiences’ hearts by urging them to act fast by triggering a desire to belong or FOMO – the fear of missing out.
Words like hurry while supplies last, until X date only or avoid getting into trouble create a sense of urgency to take the next step for their benefit.
6. Use words to help audiences imagine.
As a teenager, I made a terrible choice of reading The Exorcist. The book was excellent, however, the thought of sleeping with the lights off terrorised me for weeks. No kidding.
The power of words proved to ingrain the horrors happening on the pages into my mind more than watching the film.
In the same way, well-written emotional copy helps people build imagery in a way that instant visuals and audio just don’t provide. That’s because we use our brains to manipulate and manifest a unique interpretation when it’s described by words. This personalisation makes it connect with us as individuals, unlike video where the images are given to us.
7. Be authentic.
People are not one-dimensional beings. Even with emotions, we are still also rational beings who think and make sound decisions. Especially now, people are savvier and more discerning about what products or services they use, and they can tell when a brand is just being salesy or fake.
So, when sending messages, always remember that you can never go wrong with authentic messaging that builds reputation, deep connections and loyalty.
Can you write your own emotional copy?
As with all vocations, there’s a difference between gained knowledge, a technical skill, and an intrinsic genius.
Words can be written by anyone. However, not everyone can convert these words into messages that truly reflect brands and link them with audiences – which is why professional marketing copywriters do what they do.
Because we are also customers and because we continuously learn by working with brands across different fields, we assist marketers and business leaders to understand consumer psychology in ways they could never have imagined.
How can Melotti Media help you?
To engage audiences and create powerful connections, you must deliver a strong message with the right words, tone and messaging composition that pull at their emotions.
However, this is easier said than done.
Perhaps you’re time poor or spread thin, and it’s possible that you still have a lot of unanswered questions. Or you may just hate writing!
At Melotti Media, we understand the value that emotions contribute to your messaging. That’s why we produce engaging and rewarding copywriting solutions that help your brand get to more audiences and reach its full potential.
For more information or to speak to a quality copywriter that will get the results your business deserves, contact us now at firstname.lastname@example.org.
We can sharpen your words to achieve your goals today!
Christopher Melotti and The Melotti Media Team
Melotti Media | Copywriting & Message Marketing Bureau