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. While you might think that this was a tactic from a land long ago and far away, the truth is that it is every bit as effective today.
Crafting the use of emotional triggers into our copy is a very effective way to obtain the type of response you’re after.
So what emotions work well in a copy? Which ones obtain results, and how do you use them? The following are 5 tested emotional triggers that work well in a copy.
5 Effective emotional triggers to use in your copy
Fear – No one wants the worst to happen, and playing on those fears can be very effective. Witness the “Mayhem” commercials by Allstate over the last several years. While humorous, there is still an element of fear as these “accidents” are all too common.
Exude Trust – In times such as these when trust is a rare commodity, it’s ingenious that conveying a message of trust will play to people’s fear of being taken. When privacy is threatened, statements like “We value your privacy” carry weight by the mere fact that you would mention it.
Time – With no one having any spare time anymore, this trigger is a very effective one. Everyone craves more time to spend with family and friends, unwind and messages that promise this get our attention.
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.
Groupthink – Most everyone wants to belong to a group, to identify with a segment of the community that most represents them. Few really want to head down the road alone. Tapping into these desires can get great results.
These 5 can get you started. See if you can’t work some base emotions into your copy and get better results for it!
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