If you’re looking for a tried and true web copy strategy it is that emotion sells. In fact, when people buy they buy for emotional reasons. Everyone does it. You and I both make a buying decision based almost purely on emotion. Now that’s not to say that logic doesn’t come into the equation, it does. However logic is generally used to justify the buying decision.
This is an important thing to remember when writing your own website or sales copy. If you can tap into your reader’s emotions you’ll make more sales. So how do you do it? How do you tap into your readers emotions?
1 What’s the problem or pain?
What frustrations is your potential client experiencing? How does it make them feel? For example, if your product is dog training then your prospects may be feeling embarrassed because their dog is so misbehaved. They may also feel guilty because they’re not giving their dog the structure it wants or frustrated because their dog isn’t behaving the way they want them to. Frustrated, guilty, or embarrassed are all powerful emotions. Nobody wants to feel those emotions and will gladly buy a product that promises to make them feel proud, confident, and accomplished.
2 How does your product solve the problem or pain?
Before you can say, “Feeling embarrassed, let ABC pet training solve the problem,” you have to be sure that your product actually solves that problem. What is you’re the unique selling point of your product or service and how does it relate to the emotions your prospects may be feeling? Maybe your pet training focuses on creating happy pets. Well that would best match the emotions of pride and being an accomplished pet owner.
3 Express the emotion – use emotional words
Now that you’ve identified the emotions your prospects are feeling and you’ve identified the emotions your product taps into or provides it’s time to put those emotions into words. Use emotion in your sentences. For example:
* Tired of feeling frustrated?
* Become the proudest dog owner on the block
* Why is this dog the happiest dog on the planet?
The emotions are specifically called out in each headline. Proudest. Happiest. Frustrated.
To sum things up simply use emotional words in your headline and in your body copy.