We have a tendency to make copywriting (and persuasion in general) more complicated than it needs to be.
A lot of the blame can be placed on the countless “experts” who make it seem complicated…
I fear I’ve fallen into that category at times.
Today, we’re going to simplify things.
At it’s core, copywriting is helping someone make a decision that will improve his life in a specific way.
Humans make most of their decisions — not counting habitual “autopilot” programs we run for so many parts of our lives — based on emotion.
You already knew that.
One of the most effective ways to make another human feel emotion is to feel it yourself.
Emotions are contagious like a virus — and symptoms start showing up FAST.
When you sit down to write, start out by feeling the feeling you want you reader to experience.
Excitement…
Fear…
Hope…
Let those feelings bleed into your copy.
You already do this in face-to-face conversation — and even more so when it’s someone you care about.
Your emotions are transferred to the audience to some extent.
And when he’s feeling the way you feel, you have the opportunity to lead him where he needs to go to improve his life in the specific way only you can deliver.
Make sense?
Have a heart-to-heart conversation (through your copy) with your readers this week.
It will make all the difference in the world.
