Appealing to the reader's emotions

I was reading some great advice on copywriting today and just thought I'd share.

It's important as a copywriter to appeal to the reader's EMOTIONS

People generally respond to two things very well: The possibility of gain or the avoidance of pain

A good copywriter can take the reader's problem and really amplify it, so that they are very aware of how this problem is causing them pain

Such as:

Do you have a problem with termites in your home? These pests can cause untold damage. Even while you sleep, those little critters are nibbling away at the framework of your home, causing hundreds, maybe even thousands of dollars worth of damage that can lower your home's value, and even put the building's stability at risk. Imagine your home collapsing because of a small insect that is smaller than the tip of your finger!

You should also make the reader feel like you feel their pain and really want to help.

I know that dealing with termites can cause a lot of stress. When my home was infested with termites two years ago, it got so bad that we finally had to evacuate the house and move into a motel! No one should have to deal with termites. Which is why I am offering a solution: Termite-B-Gone.

It's also important to offer the benefits of the product or service, rather than just stating the features. People want to know what's in it for them!

It shouldn't be overlooked that a person's emotions play a strong role in whether or not they will buy a product or service. Remember this next time you're writing up your next sales letter. Hope this helps.

 

You ought to be careful with that.An intelligent person may respond negatively if he/she assumes that you are playing the "emotions" card.If the consumer/reader is even moderatly sophisticated,they are going to know if you are merely playing the violin to solicite,as opposed to being sincere.This could end up backfiring and turning your target market off.

 

Yeah you're right, you shouldn't misuse this technique. Rather than having it in your mind that you are manipulating the reader, you should have it in mind that you are talking in a casual tone, one on one with an actual person. You want to 'connect' with them and let them know that you know where they are coming from. It's not a game of manipulation, rather an attempt to show the reader that you can meet them where they are on a personal level.

 

I think I'm going to cry...

 

You have my sympathy,andropause is no joke.

 

whats an andropause?

 

Male menopause.

 

Ah. I see.

I thought it might have something to do with a pathological lack of a sense of humor.

What makes you think a woman could get it, anyway?

 

Hahaha. I had to google it.

 

My definition of a pathological lack of a sense of humor is when somone can give it,but apparantly can't take it.

 

I see. Tell you what, when I see some, I'll let you know.

 

If the humor is of the mocking condescending variety,I suppose you will get it.If not....then not so much.
By the way I don't suppose you actually have an opinion on the OP's topic do you?

 

Ouch. That really stings. A career on stage beckons, I'd say.

Yup, sure do. Thanks for asking!