One of the most important pieces of advice I can ever share with you about writing compelling copy that persuades people to buy your creative products and services is to tap into the power of emotion in your copy.
Buying decisions are emotional decisions. People buy based on emotion and justify purchases based on logic. Yes, you’ve probably heard that little bon mot dozens of times, but what does it mean in practice?
Think about chocolate cake. Or Krispy Kreme donuts. (Mmmm, donuts . . . as Homer Simpson would say.)
If people acted rationally they wouldn’t buy these things – sugar is bad for you, it’s not nutritious, and it makes you fat – it’s nothing but empty, unhealthy calories.
But cake and donuts are both multi-million dollar industries because they make you feel good.
So when writing your web copy, you want to make an emotional connection with your ideal clients that makes them feel good, or excited, happy, inspired, relieved, encouraged, understood, relaxed, or any one of dozens of other emotions, depending on the product or service you offer.
Worth-repeating-until-eternity step number one is always, always, ALWAYS knowing who your ideal client is and what they need/desire – everything flows from this.
You really want to get inside their heads and figure out the deeper emotional benefit they’re seeking as a result of buying your product or service. What is the core desire you’re tapping into with what you sell?
If you make one-of-a-kind jewelry, it could be your customer’s desire to feel unique and special, and therefore validated as the quirky individual she is. If you sell knitwear for infants, it could be that warm, fuzzy feeling that comes from your customer knowing how safe and warm her baby is in the wintry weather, all while looking too adorable for words.
So, how do you figure out the deeper emotional benefit you want to tap into with your copy?
One way to go beyond the surface benefits your product/service offers to get to the core emotional benefits your customers want is through the use of what’s called the “so what?” technique. Ask “so what?” until you feel like you’ve gotten to the real benefit your thing provides.
Here’s an example from some work I did with a professional organizer to help her figure out the core emotional benefit of her email opt-in offer:
These tools will help you get more organized. (surface benefit)
Your home will be less cluttered and look nicer. (surface benefit)
You’ll feel less frazzled and actually be able to really relax and enjoy your family when you’re at home, because everything is tidy and in its right place. (deeper benefit)
You’ll enjoy high quality family time the way it was meant to be enjoyed, because there won’t be petty annoyances and frustrations from nagging the kids or the husband to keep things neat or put things away, etc. Time at home will be spent watching a movie, or playing a game, or cooking a meal together and other fun and satisfying family activities. (even deeper benefit)
You’ve created this wonderful oasis that your family loves spending time in together and you’re all bonding and getting along so well – wow, you really care about your family, you’re an amazing wife and Mom. (Bingo! Core emotional benefit.)
The emotional benefit the professional organizer’s audience – busy Moms with young kids and an active family life – wants to achieve is a calm environment that benefits the whole family and creates stress-free family time. With this in mind, one idea I pitched for the name of her opt-in offer was a handy organizing guide called:
From Chaos to Calm: 9 Easy-to-Use, Inexpensive Tools to Get Your Home and Family Organized, Eliminate Overwhelm, and (Finally!) Create a Stress-Free Oasis Your Family Can’t Wait to Come Home To
So the bottom line is, you want to convey how your creative goods or services enhance your customers’ lives by demonstrating the emotional benefits of owning/experiencing them, like we did here with the professional organizer’s opt-in offer.
And that’s what chocolate cake and donuts can teach you about selling more: tap into what makes your ideal audience feel good.
Your turn: what’s the name of your business and the core emotional benefit it provides? Let me know in the comments section!
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