One of the biggest mistakes beginner copywriters make is trying to sell using logic.
Logic equals:
- Facts
- Figures
- Scientific studies
- Stats
- Features
Don’t get it twisted, logic does have a place in your sales message.
However, to sell effectively, you must write emotional copy that taps into your readers’ core emotions.
Jim Camp, the world’s most feared negotiator, explained how top doctors and psychologists discovered that humans with severe brain damage, who lost the ability to feel emotions, were incapable of making decisions.
Emotion drives decisions.
Emotional copywriting fuels purchases, NOT logic.
Over the last 100+ years, the top copywriters & marketers have pinpointed the most powerful emotional triggers to persuade prospects and convert them into raving customers.
In this blog post…
I’m going to reveal 10 of the most powerful emotional triggers to target in your copy to effortlessly persuade your readers. The more emotional triggers you “hit”, the more persuasive and effective your message will be at driving desirable results.
10 Emotional Triggers to Use in Your Writing to Instantly Sell More Products
Emotional Triggers to Use in Your Copywriting #1: Honesty
Joseph Sugarman explained how honesty is the most powerful emotional trigger.
You MUST convey strong feelings of integrity and honesty throughout your sales message.
Why?
People will buy from you ONLY IF they BELIEVE what you say is true.
This is why 95% of copy online SUCKS hairy donkey balls.
It is laced with unbelievable claims, hype and straight-up lies.
So many red flags jump out and attack innocent readers and scare them away.
Sure, a few suckers may fall for ridiculous claims, but most won’t.
Most readers are very skeptical.
Write to the skeptics.
The best way to tap into this emotional trigger is to BRUTALLY HONEST with everything you say.
Bring up common flaws, disadvantages and objections (early in your copy) BEFORE your readers do. Do not try to hide the rotting rhinoceros.
Plus, sprinkle proof elements throughout your copy (especially around your claims):
- Testimonials
- Case studies
- Facts, figures, stats (see, there is a place for logic)
- Demonstrations
- Personal true stories
When your readers believe your claims, they will be much more willing to part with their hard-earned mula.
Emotional Triggers to Use in Your Copywriting #2: Credibility
People want to buy from experts, not some no-named stranger.
We feel a LOT MORE CONFIDENT in buying from someone who is considered a well-known expert.
It’s not brain surgery…
Would you feel comfortable getting a nasty cavity removed from some young dude straight out of college?
Heck no!
You’d want to make sure this dentist had years of experience, a long track record of success, tons of education, certificates, positive reviews, and on and on she goes.
The same is true with ANYTHING you sell.
Add all the credibility you can muster up:
- Years of experience
- Certifications & awards
- Number of products sold
- Number of lives changed
- Anything you or your client specialize in
Throw in anything that will boost your credibility, and in turn, you will boost response.
Emotional Triggers to Use in Your Copywriting #3: Simplicity
We DESPISE complicated.
We crave SIMPLE.
When we feel as if there is a SIMPLE solution to our complex problems, we are much more likely to pull out our credit cards.
Throughout your copy, and especially in your call to action, stress how simple, easy and effortless it is to take action and experience positive results.
Whenever possible, give exact, step-by-step instructions on what to do and how to achieve the desired goal.
Emotional Triggers to Use in Your Copywriting #4: Instant Gratification
We live in a world of instant gratification.
Social media plays a big part in this.
We are dopamine addicts who crave instant satisfaction.
To boost response, give your readers a potent hit of instant gratification.
Here are a few ways of achieving this…
- Help your readers get quick wins
- Give an instant solution to a nasty problem
- Tell them how soon they will receive their product after purchasing
- Stress how readers will gain instant results as soon as they buy your product or service
- Make your product as close to a magic pill solution as possible, and clearly express this in your copy
Emotional Triggers to Use in Your Copywriting #5: Insecurity
Insecurity is a dark emotion that we all experience and desperately try to escape.
If you tap into your reader’s insecurity, you can sell like hot potatoes.
The key is to find out what your reader is most insecure about.
Then, agitate this insecurity.
Make them feel/see it through stories, word images, specific details. And then, give them a solution for overcoming it… I.E. buy your product.
This works for just about any market.
Weight loss – insecure about going to the beach.
Entrepreneurship – insecure about not being able to support family and follow their dreams.
Skincare – insecure about how they look.
Help your readers overcome a big insecurity and they will reward you with many sales.
Emotional Triggers to Use in Your Copywriting #6: Fear of Loss
Believe it or not…
Fear of loss is MUCH more powerful than the desire to gain.
We won’t do much to gain $10 but we WILL waste an entire day to not lose the $10 that we already possess.
Here’s how you can profit from fear of loss:
Explain everything your reader has to lose if they do NOT take action NOW.
What will they lose if they delay and put off purchasing your product?
List everything you can think of and put it in your CTA before asking them to buy.
Emotional Triggers to Use in Your Copywriting #7: Sense of Urgency
Humans are natural procrastinators.
In fact, it’s very unlikely for your readers to buy from you, no matter how badly they want your product, IF they do NOT feel a strong sense of urgency to buy now.
Here’s how to crank up their feelings of urgency:
- Add a special time-limited discount with their name on it
- Mention that there’s only a limited number of products available, so they better act FAST
- Emphasize everything they have to gain if they act now and everything they’ll lose if they fail to act
Emotional Triggers to Use in Your Copywriting #8: The Desire to Belong
Since elementary school, we've all had a strong desire to belong to “the group.”
You can tap into this emotional trigger in a few ways:
- Exclusive community – we all want to be an “insider”. By adding feelings of exclusivity to your copy, you will make readers want to join, so they can be part of the group
- Insider language – if you use insider language, the desire to belong will pound on all your readers’ hearts who do not “get” this insider slang
- Authority figure - use a well-known figure who your readers aspire to be like. For example, if you’re selling to golfers, having an ad with Tiger Woods using your products would crank up your readers’ urge to belong.
Emotional Triggers to Use in Your Copywriting #9: Hope
We all hope for a better life.
To earn more money, to look more attractive, to feel happier, to find true love, etc.
Find out what your ideal reader’s core desires are and make them feel hopeful in achieving them (by buying your product or service).
Paint a bright vision of hope by giving specifics on how they can achieve their dreams.
And back up these claims with proof – testimonials, stories, stats, and so on.
Emotional Triggers to Use in Your Copywriting #10: Status & Prestige
Now, this may be hard to believe, but people don’t spend hundreds of thousands on a Ferrari for better mileage and a slightly more efficient car.
They buy it for the status that it gives them.
Luxury, jealousy from neighbors, spicy looks from the opposite sex.
That’s the stuff that sells.
Find ways to add status and prestige to what you are selling.
If you do, you can boost response lickity split.
Conclusion
Always remember this…
Emotion sells. Logic justifies the purchase.
Try to tap into as many of these 10 emotional triggers as possible when writing emotional copy.
If you get your readers to FEEL these intense emotions, and then relate them to your product, you will explode your sales.
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