Appeal to emotions – Copywriting tip #4

Sometimes it pays to get emotional. People are often driven by their emotions and it’s worth understanding this when marketing your business.

Can your products allay fears or reassure the anxious? Copywriters often use envy, status anxiety and guilt to play on their audiences’ emotions.

While I don’t agree with some of the manipulative methods employed by marketers, it is still essential to remember that humans are emotional animals, and much of our decision-making is affected (if not entirely led) by emotional factors.

The lighter side of emotions

Appealing to emotions doesn’t have to involve manipulating your market. You could use brighter, bolder language that makes people smile and laugh. Use honest, emotive language as a way to engage with people.

(Picture courtesy of Drs2Biz)