Finding The Right Words
Monday, July 27th, 2009Let’s get to the heart of marketing, shall we?
In this technical world, the big rage is mastering social media and
e-marketing. We’re now immersed in a new world of mastering placement on search engines and finding the right domain names. We recognize the value of publicity and building our list.
But there’s one essential that’s the foundation for EVERYTHING we do… finding the right words. How do make your words work for you? How do you write effectively to build your business? There is a way to do that…
Great writing is what great marketing is all about. Plain and simple. (Actually, great writing is the foundation for almost anything.)
Copywriting can be simply factual – as in technical writing – or emotional. Emotional writing is what I love to do. Why? Because writing with emotion creates a bond with your audience. They feel like you understand them. (And you do – because you’re putting yourself in their shoes.) When you create that bond, you’re more likely to sell products or services, and ultimately attract more clients.
Let’s get down to the basics. What are the most common buying emotions?
They are: greed, fear, flattery, guilt, exclusivity and redemption. By reviewing the cause behind each emotion, you can learn to slant your copy towards them. Let’s take a moment to study this list…
EMOTION …….. CAUSE ………… RESPONSE
Greed …………… Desire for more….. Keeping up with neighbors
Fear………… Lack of stability……..Need guarantee
Flattery…………. High ego…………….Desires compliments
Guilt……………..Lack of justification…..Need for reassurance
Exclusivity………Need to be the best…. Seeks new services
Anger……………Feels abused………….Wants justice
Redemption…….. Faces problems……….Needs the answer
When you decide on the emotional basis for your copy, make sure it relates to your target audience. What do they desire?
Every person has a different communication style. Your task is to offer your information in a way that touches the heart of your target audience.
That’s plenty of food for thought… For now, take a look at your promotional copy. Does it tie in with an emotion? Does it relate to your target audience? How does it make them feel?
To Your Success,