For just 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 has been a tactic from a land long ago and far away, the reality is it’s every bit as effective today.
This does not mean we want to go out and get all maudlin on people; but rather to use selective emotional triggers that elicit the type of response we’re seeking.
So which types of emotions get the best results? Will it work all the time? How are they used? If you would like to try this in your next bit of copy, here are 5 of the better emotional triggers in use today, and why they work.
5 Effective emotions to inject in your copy
Speak to their Fear – Playing on people’s fears strikes a subconscious fear 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!
Trust – Paradoxically, in times of distrust we can make a lot of hay with messages emphasizing trust. “No hidden fees”, “We value your privacy” and other phrases intended to assuage consumers fear about being overcharged, underserved and so on.
Time constraints – The lack of free time or even the time necessary to do what we need 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.
Trends – Having the coolest and latest gadget or whatever is part and parcel of a consumer-driven society, and it’s simply imperative for some to have them. Tap into this tsunami by aligning with the latest trends.
Feeling like they belong – Most people are prone 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.
So there you have five to work with. There are more, but these will get you going. Try working them into your copy subtly, and see if you don’t get results.
Chik Quintans is a Digital Marketing Strategist with a passion for helping sales teams and businesses grow. As the owner of UnderGround Marketing Society LLC, creating a strong online brand and building a broad footprint online for sales teams and businesses are he and his company's areas of focus. Whether that be leveraging marketing channels and approaches such as social media, reputation, search engine optimization (SEO), video marketing and more. Chik Quintans can be reached on LinkedIn where you are invited to connect. https://www.linkedin.com/in/chikquintans
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