Integrating emotion into sales copy can be done in two ways: obvious or subtle. The former involves telling the reader exactly what you want them to feel, while the latter uses imagery and language to evoke the same feelings.
Obvious emotion can work. However, you have to know your readers’ position very well so you can tailor the presentation based on their experiences and likely reactions. More often than not, though, it will sound awkward and forced.
Subtle emotion is best, especially for sales copy. Be overt and a good chunk of prospects will quickly stop reading — people will only respond to being told what to feel on select circumstances. If you make the audience feel those same emotions without telling them, though, they’ll own it and, creating a favorable atmosphere to get the rest of your sales pitch going.
The two main ways of doing it involve:
- Using imagery describing things that can evoke those emotions. Want to make the reader feel safe? Describe how your product will help ensure their security, talking about how it protects them and the kinds of dangers it removes from their lives.
- Creating a narrative that can evoke those emotions. Want to make the reader feel angry? Describe driving peacefully and having another driver cut you off, then cursing at you like it was your fault. Or talk about a woman who was fired at her job after being used as a scapegoat by her supervisor. Short, simple stories like that can be enough to bring out anger — just make sure you can tie it in with whatever product you’re writing about.