Writing copy is both an art and a science. Really good copywriters know exactly what to say and when to say it. They tend to be very skilled creatively, but also they have a good understanding about the science behind human behaviour and more specifically consumer behaviour.
There are certain “triggers” that can be used in copywriting and emotion is about as powerful trigger that you can use, and on that, for about as long as man has attempted to convince others about something in print, the use of emotional triggers in copy has been used. Even though you might think that this was a tactic from a land long ago and far away, the reality is it can be every bit as effective today.
Crafting the use of emotional triggers into our copy is a very effective way to obtain the type of response you’re after.
So what types of emotion work well in copy? Which ones get the best results, and how do you use them? The following are 5 tested emotional triggers that work well in copy.
5 Effective emotional triggers to use in your copy
Speak to their Fear – Playing on people’s fears strikes a chord in many of us, and no one wants to fall prey to being without, or having the worst occur. The “Mayhem” commercials by Allstate have done a marvelous job combining humor with the subtle message that you too could fall prey to random mayhem, so you better get protected!
Exude Trust – In days such as these when trust is a scarce commodity, it’s ingenious that conveying a message of trust will play to people’s fear of being taken. When privacy is threatened, statements like “We value your privacy” carry weight by the mere fact that you would mention it.
Time constraints – The lack of free time or even the time necessary to do what we want to is a driving motivator for many, and a promise to “Cut your drive time in half” or “Save you time” rings true with a need many people have.
Current Trends – Many in our society are driven by possessing the latest and coolest tings, and this desire is nearly unstoppable. If you are able to craft your copy while also making it trend-worthy you’ve got a winner.
Feeling like they belong – Most people are inclined to identify with a group that best represents who they believe they are. A relative few actually don’t want to belong to a group. Crafting copy that speaks to a group can be very lucrative.
These 5 copywriting tips can really help to lift your copy to a higher level. Working these base emotions into your copy can really help elicit the best results from your readers.