The Power of Connecting with Your Audience

The goal of copywriting is to persuade your reader to take action (you’ll probably hear the term ‘call to action’ or CTA a lot). That might be to buy a product, sign up for a service, or simply learn more about your company. And one of the most effective ways to do this is by appealing to emotions.

You see, if you create a powerful emotional connection with your audience, you’ll increase the likelihood that they’ll take the desired CTA.

Why Emotion Works in Copywriting

In basic terms, they’re a powerful force that can motivate people to do things they might not otherwise do.

Emotions affect our thoughts and behaviour. For example, if you feel happy, you’re more likely to be optimistic and take positive actions. If you feel scared, you’ll probably take defensive measures to protect yourself.

In copywriting, we use emotions to connect with our audience and make them feel something. This connection is often so much more powerful than logic and reasoning.

People often make decisions based on their feelings rather than on logic and facts. That’s why you should always write your copy with benefits and outcomes as the lead messages. Features are all well and good but when you start describing results, your audience sits up and takes notice.

A Lego ad from 1980. Emotional copywriting at its best

How to Use Emotion in Copywriting

There are a host of emotions you can tap into. Think about happiness, fear, anger, sadness, excitement, and curiosity.

Here are a few tips for using emotions in your copy:

  1. Identify Your Target Audience

What are their needs and desires? What are their pain points? What are their fears? By understanding your audience, you can craft copy that speaks directly to their emotions and motivates them to take action. Create a customer avatar if you don’t already have one.

  1. Choose the Right Emotion

Once you understand your target audience, you can choose the right emotion to use in your copy. For example, if they’re concerned about their health, you might use fear to motivate them to take action. If they’re looking for happiness, you could use excitement to make your product or service appealing.

  1. Use Emotional Words and Phrases

To create an emotional connection with your reader, you need to use words and phrases that evoke that desired emotion. If you want to create a sense of excitement, you might use words like “thrilling,” “adventure,” and “exhilarating.” If you want to create a sense of fear, you might use words like “danger,” “risk,” and “treacherous.”

  1. Tell a Story

Words tell but stories sell. By telling a story that connects with your reader’s emotions, you create a deeper connection with them. Imagine you’re selling a product that helps people sleep better. Start by telling a story about someone who struggled with insomnia so you can empathise with your reader. Take them on a journey towards how your product helps them get a good night’s sleep. Remember benefits > features.

Emotions are a powerful tool in copywriting.

If you capture the emotion, you capture your audience.