To write copy which will be effective, you need to do one thing and do it well: elicit an emotional response from your reader. You must appeal to the reader's emotions, regardless of whether you are trying to gather leads or close the deal on a sale. It doesn't matter who exactly will be reading this copy - it is going to be a human being and as such, they will make decisions, including whether to purchase a product or service based on their emotions. To get the effect you want from your copy, there are five emotional triggers you'll want to hit to achieve the maximum impact from your efforts.
Emotional Trigger #1 - Stimulate the Senses of the Reader - You must engage all the senses of your reader - sound, sight, taste, smell and touch. Describe things in terms of all five senses to give your reader a sense of place; you should make them feel as if they are there. This will draw in readers and engage their interest. They will then be much more favorably disposed to your message.
Emotional Trigger #2 - Show the Reader Great Benefits - You need to promise something to your reader. Give them the message that there is a great benefit to them in what you have to offer. Tell your reader how his or her life will be improved by using your product or service. The reader will always ask 'What's in it for me?' Show them.
Emotional Trigger #3 - Tell a Great Story - Using a story to sell your product is one of the best ways to draw and retain the interest of your readers. A story can draw in your reader and get them emotionally involved. You can convey your sales pitch to the reader without even seeming like you are trying to sell them anything! Your sales message will be much better remembered too, since it will have been incorporated into the story.
Emotional Trigger #4 - Incorporate Power Words - Power words can also act as emotional triggers. Words which bespeak action are more memorable and interesting to readers than passive language. Bring your product descriptions to life with vivid, powerful language which will stick in the mind of your readers.
Emotional Trigger #5 - Offer Honesty - Last of all, another important emotional trigger to use in your copy is honesty. You need to get rid of any hype that may be in the copy and make sure that you only put in the truth. While people can pick up the passion and emotion in copy, they can also sense and feel when you are lying as well. So, keep it honest so they feel that they can trust you and what you are telling them through your copy.
