Emotions have been a part of sales copy persuasion for about as long as there has been sales copy. The opportunity to tug at heartstrings and otherwise motivate readers and viewers with relevant emotional messages has a storied history, and still works every bit as well today.
This doesn’t mean we want to go out and get all maudlin on people; but rather to use selective emotional triggers that elicit the type of response we’re looking for.
So what types of emotion work well in copy? Which ones obtain results, and how do you use them? Here are 5 tested emotional triggers that work well in copy.
5 Effective emotional triggers to use in your copy
Speak to their Fear - Playing on people’s fears strikes a subconscious fear in many of us, and no one wants to fall prey to being without, or having the worst occur. The “Mayhem” commercials by Allstate have done a marvelous job combining humor with the subtle message that you too could fall prey to random mayhem, so you better get protected!
Trust - Paradoxically, during times of distrust we can make a lot of hay with messages emphasizing trust. “No hidden fees”, “We value your privacy” and other phrases designed to assuage consumers fear about being overcharged, underserved and so on.
Time constraints - The lack of free time or even the time necessary to do what we need to is a driving motivator for many, and a promise to “Cut your drive time in half” or “Save you time” rings true with a need many people have.
Trends - Having the coolest and latest gadget or whatever is part and parcel of a consumer-driven society, and it’s simply imperative for some to have them. Tap into this tsunami by aligning with the latest trends.
Groupthink - Most everyone wants to belong to a group, to identify with a segment of the culture that most represents them. Few genuinely wish to head down the road alone. Tapping into these desires can get great results.
These 5 can get you going. See if you can’t work some base emotions into your copy and get better results for it!
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