Sales copy has a single purpose, to motivate the reader to take action. That action could be to make a purchase, though it may also be to motivate an inquiry, to inspire a click-through or to generate a subscriber. Regardless of the ultimate goal, using emotions to motivate action is a great way to increase your conversion rate.
We buy for emotional reasons, plain and simple. We justify our purchase based on logic but the initial purchase is always triggered by emotions. We want to feel better, look better, be more respected, and a whole host of needs and desires. It’s your job when you’re writing your sales copy to tap into these needs and desires with emotional copy.
#1 Position emotion in the problem. What is your prospect’s problem, the one your product solves? Write down a list of problems your prospect is having and see how you can inject emotion into the problem.
For example, “Frustrated that your business isn’t making as much money as you want it to?” “Overwhelmed by technology and looking for a simply solution to making more sales?”
Frustrated and overwhelmed are emotional words.
#2 Position emotion in the possibility you present. For example, “How would you feel if your business were meeting or exceeding your profit goals?” “Imagine how easy your life would be if all you needed was one simple tool to increase sales by 10%.”
#3 Use emotional words in your body copy. For example:
#4 Understand the difference between rational words and emotional words. There’s actually a really useful tool available online. Simply search for “Paul Galloway Emotional words”. You’ll find a tool that lets you plug in your sales page and it will show you where you can replace rational words with more emotional words. Don’t just take the tool at its word, however, test and track the changes to see if your conversion rate increases.
#5 Make sure your headline or promise and your call to action are also tapping into emotions. Urgency, big promises and other headline and call to action tactics usually embrace the power of emotional words. For example, if you say “Buy now before the last copy is gone,” you’re tapping into the fear emotion. People will be afraid they’re not going to have access to a copy of your book and will click through to make a purchase now, which is what you want.
Remember when you’re writing your sales copy that we buy for emotional reasons. What emotions is your reader or prospect feeling? What emotions do they want to feel? How can you use emotion to make them purchase? Consider the emotions you have when you make a purchase and then put yourself in your customer’s shoes. Great sales copy speaks to these emotions to make it happen.