Copywriters are the people that write the text in a company’s advertisements and promotional material. Copy is essentially what makes the customer click on a link and contemplate making a purchase on that site. Copy can be written exceptionally well and tell a fantastic story, but if it does not evoke an emotion in the reader, it is meaningless. This is because that powerful emotion is what convinces them to take the next step.
The best way to inject emotion into your copywriting is by speaking the language of your audience. You need to know what situation they are in and what issues are specific to them; what will cause an emotional reaction. There is a vast spectrum of different emotions and all of them can be utilised in copy to provide the customer with a logical excuse to purchase your product or service.
Here are some emotions the reader can experience that will increase the selling power of your writing:
Ideally, your product should solve a problem or fulfil a need. Good copy brings this pain to light and makes it seem slightly worse than it is, but at the same time coming from a position of empathy. This is so that customers are more likely to take action and seek comfort in your brand from the sadness caused by their specific problems.
Copy could also focus on relating to the frustration people feel when dealing with the problem you are trying to solve. Writing about bad and unfortunate scenarios, avoided through the use of your product/service, is an excellent way to turn emotion into a reaction. Once the audience is angered by the trouble caused, offer a quick and logical remedy to relieve their headaches.