Words are powerful things. They have the power to influence and persuade. Most importantly, they have the power to sell.
All of us have emotions, and these have a major impact on our purchasing habits, a lot more so than we might think.
Although most of us would like to believe that our decisions are based on logical, reasoned thought, the fact of the matter is that the way we ‘feel’ about a product or service will ultimately determine whether or not we buy it.
If we feel good enough about an item, we will take the plunge and buy it, even if our logical thought processes question whether or not we actually really need it. On the other hand, if marketing has not done enough to make us feel positive about the item, our indifference may lead to rational thought taking over, meaning that we walk away from it.
Marketers have known for several years the value of buying emotion in the purchasing process. Take television adverts for example. When an advert for a brand of lager makes you laugh, the next time you are in the pub you will instinctively order a pint of it. This is because we associate the brand with laughter, which makes it appear more ‘fun’ than the others.
Essentially, emotions are human, they are things that people can relate to. For this reason they are an incredibly useful tool when it comes to selling.
So, how can you generate buying emotion when writing copy? Follow these simple rules:
Answer basic questions
This is perhaps one of the most important rules, pre-empt objections by answering common questions such as:
- Why do people need your product or service?
- How will it enhance their life?
- What is unique about it?
- What makes you better than your competitors?
Write in a friendly, personal tone. Building a rapport will help your audience to identify with you and your company.
Use real life experience
Draw from everyday experience in your daily life. Think of how popular observational humour has become. Chances are, if there is something out there that really upsets/angers/annoys you, then there will be someone out there who feels the same way. Writing a blog is one way you can do this effectively.
Make people think by using questions such as: “Don’t you just hate it when…?” “Wouldn’t it be great if…?”
Don’t be afraid of cliché
Even if it makes you cringe when reading it back. Throwing in a few clichés is one of the oldest tricks in the books, and also one of the best!
Generate a buzz
If your audience gets excited about what you are selling they will buy it, it’s as simple as that! Use superlatives such as fantastic, excellent and brilliant!