Brilliant copywriting sometimes happens by chance.
In 2010, the World Cup was mired in controversy after a referee called a play in favor of Germany. Germany won that game against the UK 4-1. If the referee had given UK the ball, the game would have tied 2-2. The main focus of debates was the goal-line technology used during the match.
The in-house copywriters of optical retailer Specsavers took the incident as inspiration for its advertisement, running ads in UK newspapers with a pair of the brand’s glasses as the sole image and a copy that read: “Goal-line technology . . . from £25.”
Although there’s no information on how well Specsavers did in sales after running that ad, it certainly got media attention. That meant earned media, and greater visibility to a wider audience. This is what effective copywriting does ultimately, obtain a connection. In Specsavers’ case, it tapped into the collective frustration of football fans.
The Power of Emotional Marketing
Whether your business uses freelance copywriting services or its in-house team, every writer knows that connecting with consumers on an emotional level is more effective than appealing to logic or reason.
For some consumers, a long list of product features may not be enough to compel them to buy. Sure, X pair of running shoes mentions shock absorption and breathable materials in its description. But the Y pair tells the same consumer it believes in their power to be the best at what they do and shows a gritty black-and-white image of an average person running in a desolate place. The Y pair, incidentally, offers the same product specifications and benefits.
Most consumers would likely pick the Y pair because it’s not just selling them a pair of running shoes. It’s selling them an authentic experience through a powerful narrative.
Copywriting that resonates with its target audience has the potential to leave a lasting impact. That impact could mean promoting brand recall or brand loyalty, either of which has the power to improve your bottom line.
Copywriting Tips That Tap Into Emotions
How do you create a compelling narrative that will resonate with your target audience? The guiding principle with copywriting that triggers an emotion is understanding how people think, what they want, and why they want it.
When you understand your target audience, you’re in a good position to tap into motivations that drive purchasing decisions.
Here are some ideas to go about it.
Establish trust
Logic still has a place in your copy. The facts, figures, or stats that are relevant to your products or services and business are necessary to build credibility. You build credibility in your industry and you establish trust with your audience.
For instance, if your business specializes in niche products like nicotine pouches, highlighting certifications, safety standards, or years of expertise can build trust with consumers.
Do you specialize in the products or services you sell? How many years have you been in business? What certifications and awards have you accumulated over the years?
A sales pitch that comes from a place of credibility has a better chance of connecting with a target audience.
Use subtlety
Powerful copywriting is subtle. It can arouse curiosity and compel action without being heavy-handed. Using the same Specsavers example, the ad didn’t say right off the bat to buy the brand’s glasses. Instead, it alluded to why it might be an invaluable purchase.
Appealing to the emotion typically occurs in stages, so some copywriting will follow a formula, like AIDA: attention, interest, desire, and action. Others use power verbs to create maximum impact. Some will start their copy with the shortest of sentences but one that has weight, like Specsavers.
Make it simple
Simple words. Simple structure. Simple messaging. Simplicity attracts consumers. They want to know what you need from them: to sign up for an email newsletter, watch a product demo, or get a free consultation.
They also want to know what your product or service is about without spending too much time discovering it. There is power in simplicity. One good example is Liquid Death, a canned water brand that has an edgy personality. It appealed to a wider demographic (beyond metalheads) with this copy in big white text beside cans of its product: “Don’t be scared. It’s just water.”
Paint a bright vision
There are several emotional triggers your copywriting can appeal to: fear of missing out (FOMO), a sense of urgency, or the desire to belong. Many consumers have been compelled to act on such emotions while watching a video, scrolling through social media, or reading a poster.
One other emotional trigger your copywriting can appeal to is hope. Who doesn’t want a better life? To go on more vacations, own a house, or have a family, people will have these desires and aspirations. Good copywriting can tap into those desires and aspirations, and make an ad or marketing campaign feel authentic. Some brands that have achieved these are Dove, Nike, and Patagonia.
Copywriting that taps into emotions is more persuasive than one that’s focused on reason. Although both still have a place in your marketing campaign since facts and figures must support your claims, uncovering underlying motivations for consumer behavior will drive more purchasing decisions.
