Sales Copy: How to Choose the right emotion
Recently, my MacBook started acting up. I had a huge meeting with a super important client coming up that day. So I went and bought a new one.
So excited to be getting the M1 chip to try it out and see how it compared, that I didn’t pay much attention to anything else.
Got the new MacBook home and discovered the unthinkable…
There were only TWO Thunderbolt ports.
What. The. Actual. Fuck?
Dani, being the brain she is with tech shit, was all, “All you need to do is pick up the dock and you don’t have to get the Apple dock, you can get an off-brand.”
I gasped.
“Don’t have to get the Apple one???” Who says such horrid things??
Then I started thinking about it…
Why did I NEED it to be Apple? (All you naysayers…that was rhetorical)
Status.
Oh shit...I buy for status. I had no idea.
Harley Davidson…
Status.
Knob Creek..
Status.
Maker’s Mark…
Status.
I was a status snob and didn’t realize it. SMH
But you know what? Your clients have the same preferences when it comes to how their purchases make them feel.
So if you don’t get that emotion right for them, they’re going to be as appalled as I was at the thought of buying an “off-brand” dock.
Choosing Emotion for Your Sales Copy
We’re talking about sales copy, not branding (as really was the case above, but I did illustrate the importance of how I felt about what I was buying)...in particular for sales copy.
Emotion may be different for web copy, branding, social, emails, etc. It depends on your platform, your purpose, and your audience.
So, if choosing the right emotion is so important, how do you do that?
By understanding your prospect’s psychology.
Become an observer of their behaviors.
Gary Vaynerchuk talks a LOT about listening. But beyond listening, you need to know how to apply it.
Things to Look For Before Writing Sales Copy
Dig for these answers about your ideal client:
Who previously bought what you’re selling?
Why did they buy it?
Who else do they buy from?
What are their buying triggers?
What do they do for fun?
What do they do for a living?
What is their family life like?
What is their environment like?
What music do they listen to? (a personal fave of mine)
How do they take care of themselves?
Watch them. Listen to them. Apply what you see to the copy you write.
The Top Emotions to Skew Your Sales Copy Toward
There are key emotions that you want to skew your sales copy toward, which ones will be uncovered when you uncover the answers to the above questions.
Fear/Pain/Loss
Your Life Will Never Change Without This Course
Hope/Dreams/Ideal
When you Take This Class, Your Dreams Will Finally Come True
(ps these two actually sounds scammy, don’t use it, but you do get the idea of what their emotions feel like)
New process/product
BRAND NEW COURSE Will Undo Everything You’ve Been Taught And Wire You For Success
Big results/change
Learn the Proven Process That Has Sold More Than $220M In Products ON LIVE VIDEO
(This is actually true and you can get it here.)
Trustworthy
This Course Has Changed 8,298 Lives To Date And Will Change Yours, No Matter What Your Blocks Are
Things to Understand When Penning Sales Copy
Sometimes your headlines and topic points will combine multiple emotions and that’s okay!
If you choose “pain” and your prospect responds more, historically, to hope, that doesn’t mean that your copy will be ignored, but it does increase the chances A FUCK TON.
So do your research, then pen your ideas.
THEN…
Double-check your choice(s) by letting someone who is your ideal customer respond to it or putting it in the Copy Edge to find out if you’ve done your copy right.
PS
Want a template to help you write killer sales pages that convert??
PPS
Need headline help? Here are 666 headlines you can adapt to your business so you’re never at a loss for inspiration again!
We’re talking about sales copy, not branding (as really was the case above, but I did illustrate the importance of how I felt about what I was buying)...in particular for sales copy.
Emotion may be different for web copy, branding, social, emails, etc. It depends on your platform, your purpose, and your audience.
So, if choosing the right emotion is so important, how do you do that?
By understanding your prospect’s psychology.
Become an observer of their behaviors.
Gary Vaynerchuk talks a LOT about listening. But beyond listening, you need to know how to apply it.
Things to Look For Before Writing Sales Copy
Dig for these answers about your ideal client:
Who previously bought what you’re selling?
Why did they buy it?
Who else do they buy from?
What are their buying triggers?
What do they do for fun?
What do they do for a living?
What is their family life like?
What is their environment like?
What music do they listen to? (a personal fave of mine)
How do they take care of themselves?
Watch them. Listen to them. Apply what you see to the copy you write.
The Top Emotions to Skew Your Sales Copy Toward
There are key emotions that you want to skew your sales copy toward, which ones will be uncovered when you uncover the answers to the above questions.
Fear/Pain/Loss
Your Life Will Never Change Without This Course
Hope/Dreams/Ideal
When you Take This Class, Your Dreams Will Finally Come True
(ps these two actually sounds scammy, don’t use it, but you do get the idea of what their emotions feel like)
New process/product
BRAND NEW COURSE Will Undo Everything You’ve Been Taught And Wire You For Success
Big results/change
Learn the Proven Process That Has Sold More Than $220M In Products ON LIVE VIDEO
(This is actually true and you can get it here.)
Trustworthy
This Course Has Changed 8,298 Lives To Date And Will Change Yours, No Matter What Your Blocks Are
Things to Understand When Penning Sales Copy
Sometimes your headlines and topic points will combine multiple emotions and that’s okay!
If you choose “pain” and your prospect responds more, historically, to hope, that doesn’t mean that your copy will be ignored, but it does increase the chances A FUCK TON.
So do your research, then pen your ideas.
THEN…
Double-check your choice(s) by letting someone who is your ideal customer respond to it or putting it in the Copy Edge to find out if you’ve done your copy right.
PS
Want a template to help you write killer sales pages that convert??
PPS
Need headline help? Here are 666 headlines you can adapt to your business so you’re never at a loss for inspiration again!