Being a professional copywriter is really no different from being a professional salesperson. You also need to sell your ideas to your readers. And how do you know if you’re good at selling your ideas? When they do what you want them to do, like clicking on a link.
Professional writers know that it takes at least eight years experience to be a very good writer. But to be an engaging writer needs great skill on top of experience. Thankfully, like any other skill, it can be developed.
From Good Writing To Great Writing
Developing the skill to become a great writer involves intimate knowledge on what drives people to buy a certain product. Studies have shown that people buy from salespersons are effective at harping on their emotions. In other words, people often buy a product because of their emotions. They justify the purchase of a product AFTER the fact of buying. Keep this sales fact in mind when you are writing your copy.
As a copywriter, there are effectively two types of emotions that you can use to engage your readers: love and fear. If you can write an emotional copy that plays on love or fear, you have greater chances of success. You will be better at selling your ideas and engaging your readers into doing what you want them to do. This is especially useful for sales copywriters.
Writing An Emotional Copywriting Piece
Writing an emotional copy isn’t rocket science. It only takes a fair amount of knowledge on what your readers are emotional or passionate about. In some industries, the facts are obvious: businessmen are very emotional about their profit margins, while wives can be emotional about their husbands remaining faithful. Of course, in some industries like semi-conductors, it takes a little research on what the market is passionate about. But do your research. There is always something. Writing an emotional copy is NOT at all equal to writing copy that spews out offensive emotional diarrhea reeking badly at your readers’ sensibilities. Like any other piece of writing, be careful in your choice of words. Show your expertise by deftly weaving emotional tugs in your sophisticated copy.
Show, Don’t Tell
Don’t be a straight shooter when you’re writing an emotional copy. For example, if you’re trying to play on a wife’s fear, you don’t simply say ‘forgetting about yourself can lead your husband astray’. Aside from being open to interpretation (what do you mean by ‘forgetting about yourself’ anyway?), writing that way simply does not tug at any emotion.
Be a little more descriptive. Write something like, ‘even if you faithfully wash his briefs season after season, your husband will still look in the other direction if you forget to put makeup on or worse, forget to brush your teeth’.
Of course, you should write something with a little more finesse than the example given above. But you get the picture. Be more descriptive. People become more emotional when you paint a picture, rather than when you tell the facts to them straight up. You can definitely balance the emotions with a professional copywriting.