Subtle Emotion - The Key To Copy That Works
Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs. Why? Because a good command of subtle emotion is the key to copy that works. The Difference Between Subtle and Obvious Emotion Confusing obvious and subtle emotion is a common mistake among copywriters. Let's say your copywriting client tells you his product should make the end user feel classy and sophisticated. He wants the copy you write to convey that message. What happens when writing with obvious emotion is this: --------------------------------- Our silverware patterns will make you feel classy and sophisticated. They will decorate your table in an upscale manner so you and your guests will think you're in a fine-dining restaurant. --------------------------------- Obvious emotion tells readers what they will think, see or feel. This approach is clumsy and awkward and rarely has the result the client is looking for. On the other hand, subtle emotion has a much greater appeal. Why? Because it deals with imagery. When you show people, rather than tell them, how they'll feel or what will happen after they buy your product or service, you evoke core emotions rather than shallow feelings. Here are several examples of subtle emotion at work: --------------------------------- Graceful and elegant, these silverware patterns are sure to bring compliments from your guests. With an exceptional display of taste and style, you can adorn your table with distinctive stainless or sterling silverware that highlights every element of your table setting. --------------------------------- As peaceful and charming as a Sunday afternoon on grandma's front porch, these metal gliders are recreations of the WWI originals. Rock the afternoon away with a big glass of lemonade and a little nostalgia wafting through the air like a gentle summer breeze. --------------------------------- Spend lazy days and restful nights in this poster bed dreaming about romantic interludes. Finished with Gabon mahogany veneers, your bed has reed posts, a removable canopy frame and a louvered headboard reminiscent of a shuttered window. --------------------------------- Do you see what's happening in the copy examples above? No one came right out and said, "Your table's gonna look real classy if you use our silverware," but the notion is there. From the description given, you pick up on the fact that this silver will do more than make your table look good. It will make you look good in front of your guests and give you a little boost of confidence due to all the compliments you'll receive. The metal glider chair copy never said your blood pressure would be reduced as you sat on your porch de-stressing from a long, hard workweek, but that's the distinct impression you get from the copy, isn't it? And the poster bed? Just the mention of the materials (Gabon mahogany, reed posts) and romantic interludes gives a feeling that this bed is something special, although the copy never actually says so. By using subtle emotion, by painting a picture of what the customer will get from these products, by incorporating them into the customer's everyday life, you - as a copywriter - are able to pique interest and increase sales. Ah! The power of words! © 2005 http://www.marketingwords.com Karon Thackston is owner of Marketing Words, Inc., a full-service copywriting agency. She is also author of the highly acclaimed Step-by-Step Copywriting Course, now in its third edition. You can find Karon online at http://www.marketingwords.com or http://www.copywritingcourse.com
Related News
|
 |
|
|
RELATED ARTICLES
Freelance Business Writers - How To Get The Best From Your Writer
At times, it can be frustrating to find freelance business writers that are of good quality, dependable, and within your budget. The good news is that there are many people who can perform at the level you need. The question is, though, how do you find the best freelance business writers? To answer this, we need to learn what good expectations are for them first.
?Super Adjectives? Boost the Power of Your Copy
Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in the adjectives you choose. Just like Clark Kent and Superman or Bruce Wayne and Batman, some adjectives are plain, ordinary, everyday words. Others are alter-ego Super Adjectives that leap into your customers' minds in a single bound. Adjectives are boring, but Super Adjectives impress, inspire, and convince your customers more effectively.
Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business
In order to get ahead in your copy writing business, you need to know copywriting basics. There are several things that all business owners need to know, and here, we will touch on just a few. In order to succeed, learn all you can about copy writing and careers in the field. You might just find one or two copywriting basics that you did not know about that may help you succeed.
Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language...
In this article, I am going to reveal a dozen words, which could change your life. Why? Because Yale University researches have identified the 12 most powerful words in the human language? proven to attract attention and stir emotion within their readers. Here they are...
Five Sections of Your Copy Guaranteed To Get Read
Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's nothing new. While it might sound frightening or frustrating, it's a fact of copywriting life. So what do you do next? Give up? What difference does it make if only about 20% will be read anyway?
Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them
When you're writing or evaluating copy for a B to B marketing (also referred to as b-to-b or business to business marketing) campaign of any kind, you may think it's only appropriate to write formal copy in which you refer to yourself as "we" or "our organization" and let lots of other copywriting basics fly out the window.
The Second Most Important Element of Your Ad... after the Headline
Hi {FIRSTNAME Friend},
Ten Eye Popping, Jaw Dropping Ad Copy Secrets
In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site. If your ad copy does not sell, your advertising and traffic are wasted. Here are a few tips for your reference.
10 Tips for Writing Web Copy
One of the most important aspects of a website today is the webcopy - sometimes called the sales letter.
What Is Persuasive Copywriting And How Can It Help Your Business?
Persuasive copywriting is what draws the attention of prospective customers. They see your product and are drawn it. But what makes this happen? What words can win a customer over without having them laugh at overstatements and hype? Persuasive copywriting is the style of writing that every business needs in order to get customers to purchase something.
Are You Making These Press Release Mistakes?
You've done it. Gotten that press release written. Now you're ready to send it out to your carefully chosen list of media contacts.
Can Anyone Succeed as a Freelance Copywriter?
This is a question that can be answered in a lot of different ways.
Writing Suitable Copy for the Press
Summer is finally here and school is out, but learning for the rest of us continues. Whether you're a seasoned PR professional working for a top agency, a novice just beginning a career, or a mid-level manager working in-house at a small business, the time comes when we all could use a refresher course in properly writing suitable copy for the press.
The Truth About Negative Commands (Dont Read This!)
Everyday when I read promotional emails and advertisements, or listen to television commercials and dialogue in shows and movies, or hear people around me in everyday life use commands such as the following examples, I feel dismayed for them.
Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content
If you have done your homework then you are ready to organize and develop what will be your online content. Your content is very important as it will be used for promoting you, your work, and your website. Content serves a variety of purposes; it displays public relations, target marketing, and general information to build a platform for your product (your purpose).
Five Tips for Writing Eyeball-Grabbing Headlines
If you made it this far, the headline for this story has caught your attention. Hot headlines are a hit with readers because they stick out, grab attention and urge them to read the rest of the story.
Calls-To-Action: Making Them Fit Makes All the Difference
It was going so well, so what happened? Many copywriters get off to a wonderful start: The headline is compelling, the body copy is benefit-filled, but then comes the call-to-action and the whole thing falls apart. Why? It could be a dozen different reasons, but one of the most common I've seen is that the call-to-action doesn't fit the target audience.
Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!
According to Branding and Advertising legend, David Ogilvy: 5 times as many people read the headline than they do the body copy in a sales message. This means that unless your headline actually helps sell what you've got to offer, you'll have wasted 90% of your time, money and energy.
The Five Rules Of Influential Web Writing
Building a professional reputation requires a campaign founded on your words: the positions you endorse, the motions you advocate, the accuracy of your vision. Writing for the Web can either establish your expert credibility or destroy it.
Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)
I know, I know. Times are tough. You have to make due with the staff you have. It's a common and valid lament in today's workplace. You've got to do more with less, so an obvious place to cut costs is in your documentation efforts. After all, writers and editors are a luxury in lean times. You're a small company and you can produce your documentation in-house, right? Think again. Hiring the right freelancer to do the job correctly the first time around could save you hundreds or thousands in help desk calls, service calls, document revision, and distribution. Here's why.
|