Writing with Emotions that Sell
A question that constantly roams around in a business owner’s mind is: How do we turn random visitors into customers, not just customers, but loyal customers?
Is it through remarkable quality? Groundbreaking discounts? Benefits? Loyalty programs?
All these points help, but there’s one specific spark that ignites this connection between a random visitor and a brand. And it’s something we deal with every single day: emotions.
A very brief point on consumer psychology: Using logic to sell may help, BUT most people buy based on an emotion they desire to experience.
Read this example to connect the dots:
You’re a nutritionist and want to bring in potential clients to try your newest program. Here’s a headline you’ve worked on:
a. “Find your body balance with my new program.”
In this logical, straightforward example, you’ve written the results that potential clients can expect. But results are the least you can highlight because your potential clients are already expecting results. So, don’t tell them something they already know.
At this point, you didn’t do much to trigger anything that would push them to sign up for your next program, because another nutritionist is also offering services to Find your body balance with my new program.
But when you add words that trigger a certain emotion, whether it is joy, desire, empathy, anger, motivation, or anything else, this is where your service will stand differently and make a sale.
b. “Your body deserves to experience the right balance.” *Here, sympathy is triggered. (Keyword: deserves).
c. “Finding the right balance never felt so good!” *Here, joy is triggered. (Keywords: never felt so good).
d. “It’s never too late to find the right balance!” *Here, encouragement is triggered. (Keywords: it’s never too late).
Emotions Sell
And how can this be implemented in your writing? Copywriting formulas.
Copywriting formulas are what write emotions that sell. Any business owner needs to understand how the mind of a potential customer works and what they look for when they want to buy something.
Here are 3 stages you need to keep in mind. Let’s take the nutritionist example:
- Point out the problem/unaccomplished desire the target audience is facing: Gut issues, hormonal imbalances, mood swings, etc.
- Point out how your services can help solve that problem: Creating proper eating plans, understanding what foods your body needs and doesn’t need, etc.
- Guide potential customers to do a certain action: Sign up for the next nutrition program to reach the balance your body craves.
To make it simple for you, follow any of these 3 copywriting formulas whenever you want to market your service or product [1]:
1. CSI: Challenge – Solution – Invitation
In summary: Highlight the challenges they’re facing. Provide the solutions you’re offering to solve their challenges. Invite them through a call-to-action to guide them into trying your solutions.
2. PPPP: Picture – Promise – Proof – Push
In summary: Through storytelling, create a picture of their desires in their minds. Provide them with a promise that your services can offer. Show them testimonials and customer feedback as proof that you keep your promise. Give them the push they need to buy your services or products through a call to action.
3. AIDA: Attention – Interest – Desire – Action
In summary: Grab their attention through something they are interested in that helps achieve their desires. Nudge them to do a certain action through a call to action.
The more luxurious or non-essential a product/service can be, the harder it is for you to convince them to buy. So, using logic here isn’t going to be the wisest idea, but emotions can. Always use emotions to sell because your audience will feel this way due to the results your product or service promised to accomplish.
