Subtle Emotion - The Key To Copy That Works
Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs. Why? Because a good command of subtle emotion is the key to copy that works.
The Difference Between Subtle and Obvious Emotion
Confusing obvious and subtle emotion is a common mistake among copywriters. Let's say your copywriting client tells you his product should make the end user feel classy and sophisticated. He wants the copy you write to convey that message. What happens when writing with obvious emotion is this:
Our silverware patterns will make you feel classy and sophisticated. They will decorate your table in an upscale manner so you and your guests will think you're in a fine-dining restaurant.
Obvious emotion tells readers what they will think, see or feel. This approach is clumsy and awkward and rarely has the result the client is looking for. On the other hand, subtle emotion has a much greater appeal. Why? Because it deals with imagery. When you show people, rather than tell them, how they'll feel or what will happen after they buy your product or service, you evoke core emotions rather than shallow feelings. Here are several examples of subtle emotion at work:
Graceful and elegant, these silverware patterns are sure to bring compliments from your guests. With an exceptional display of taste and style, you can adorn your table with distinctive stainless or sterling silverware that highlights every element of your table setting.
As peaceful and charming as a Sunday afternoon on grandma's front porch, these metal gliders are recreations of the WWI originals. Rock the afternoon away with a big glass of lemonade and a little nostalgia wafting through the air like a gentle summer breeze.
Spend lazy days and restful nights in this poster bed dreaming about romantic interludes. Finished with Gabon mahogany veneers, your bed has reed posts, a removable canopy frame and a louvered headboard reminiscent of a shuttered window.
Do you see what's happening in the copy examples above? No one came right out and said, "Your table's gonna look real classy if you use our silverware," but the notion is there. From the description given, you pick up on the fact that this silver will do more than make your table look good. It will make you look good in front of your guests and give you a little boost of confidence due to all the compliments you'll receive.
The metal glider chair copy never said your blood pressure would be reduced as you sat on your porch de-stressing from a long, hard workweek, but that's the distinct impression you get from the copy, isn't it?
And the poster bed? Just the mention of the materials (Gabon mahogany, reed posts) and romantic interludes gives a feeling that this bed is something special, although the copy never actually says so.
By using subtle emotion, by painting a picture of what the customer will get from these products, by incorporating them into the customer's everyday life, you - as a copywriter - are able to pique interest and increase sales. Ah! The power of words!
© 2005 http://www.marketingwords.com
Karon Thackston is owner of Marketing Words, Inc., a full-service copywriting agency. She is also author of the highly acclaimed Step-by-Step Copywriting Course, now in its third edition. You can find Karon online at http://www.marketingwords.com or http://www.copywritingcourse.com
What Should I Look for in an Industrial Copywriting Agency? Green Cincinnati News
15 Best AI Copywriting Tools for March 2023 Business 2 Community
Best AI copywriting tool deal Mashable
Should you block ChatGPT bots from your website? Browser Media
Tinkering With ChatGPT, Workers Wonder: Will This Take My Job? The New York Times
Six-Figure Freelance Copywriter Kelly Westeen Announces Launch of New Products and Services for Freelancers - EIN News
Six-Figure Freelance Copywriter Kelly Westeen Announces Launch of New Products and Services for Freelancers EIN News
Copywriter - South Africa - Johannesburg Bizcommunity.com
MW TTL Copywriter - South Africa - Cape Town Bizcommunity.com
Blue Moon rising â€“ but not in Manchester Prolific North
Local Agency Tegan Digital Wins Gold at the MUSE Creative Awards InvestorsObserver
Deputy Creative Director - Copywriter - South Africa - Cape Town Bizcommunity.com
Iâ€™m a copywriter. Iâ€™m pretty sure artificial intelligence is going to take my job - The Guardian
Copywriting tips that inspire your customers to take action The Business Journals
Should You Hire a Copywriter? Architectural Digest
Taxes 2023: Common Math Errors That Could Delay Your Refund GOBankingRates
3 Ways AI is Changing How Startups Build Their Brand Entrepreneur
The Power of Community: Tracksmith Front Porch Republic
CJ Announces Development of AI Copywriter That Can Produce ... The Korea Bizwire
What could ChatGPT mean for copywriters? Marketing Brew
How to Build a Copywriting Portfolio With No Experience MUO - MakeUseOf
The Branded Word & Heather Brown Celebrate 9 Years on Fiverr ... Digital Journal
How AI could change business in future Baltic Times
Zulu Alpha Kilo adds to creative teams in Toronto and Vancouver Strategy Online
Public Pressure - Social Media Manager for Web3 Music Startup ... Music Business Worldwide
Either the first long copy ad written by AI or a blatant copywriting ... Campaign Brief Asia
Junior Copywriter - South Africa - Johannesburg Bizcommunity.com
Anyword Launches Free Social Media Copywriting Tool GlobeNewswire
Social Media Marketing Intern Pedestrian TV
Canva Opens Up Access To Docs In Beta, Adds â€śMagic Writeâ€ť Generative AI Copywriting Tools - Forbes
Canva Opens Up Access To Docs In Beta, Adds â€śMagic Writeâ€ť Generative AI Copywriting Tools Forbes
How Word Tonic Is Fostering Community Among Gen-Z Copywriters ... Little Black Book - LBBonline
Copywriting's Turn to Radical Brevity Muse by Clio
Swedish Startup Revolutionize Copywriting With AI MarTech Series
We Are Pi Launches 'Just Say It' Book on Copywriting | LBBOnline Little Black Book - LBBonline
Korean department store ads may soon be written by AI The Korea JoongAng Daily
ChatGPT - Is this the end of Copywriters? NASSCOM Community
Generative AI: Don't Fire Your Copywriters Just Yet The New Stack
4 SEO Copywriting Tips For Sharper, More Effective Copy Search Engine Journal
How to make up to $13K a month freelance copywriting on Fiverr Business Insider
How to Improve Your Digital Copywriting Entrepreneur
ChatGPT: Writing on the wall for copywriters? Exchange4Media
Professionals Earn New Titles at 6 Credit Unions Credit Union Times
Baidu moves Ernie chatbot launch behind closed doors Tech Monitor
Ecommerce Copywriter on Tactics, Tools, More Practical Ecommerce
10 Things You Should Expect From Your IT Copywriter
Anyone who's ever tried marketing IT products or services knows that it's a specialist field. Your customers in the IT industry have very unique and specific requirements, and that means you do too.
The Formulas Freelance Copywriters Employ When Creating Web Content
What is it exactly that copywriters DO when they produce new text for a site makeover? You often see the advertisements; a designer is looking for a freelance web writer who is going to create content around a number of keywords. There's not a lot more information about the process.
Long Copy versus Short Copy
When I show some people my advertisements, I sometimes get the feedback: "I'd never read that. There's too much writing.
The Secret to Web Copywriting Gurudom
Have you seen those copywriting gurus, working it on the web? How'd they get so darned famous? How can YOU get what THEY have? Here are some creative ideas for you to kick around and use in your copywriting escapades.1.
Your Article Headlines will Make or Break Your Business
Most people with an online presence will have to regularly deal with the issue of coming up with an appropriate headline. The problem is that most people do not take it seriously enough.
Copywriter Rates, Getting The Facts Beforehand
Have you ever had the experience of hiring a freelance copy writer only to find that the project takes longer than expected, or that the fees they offered are 'flexible' in the wrong way for you to benefit. There is no doubt that copywriter rates differ greatly from one to another.
Freelancers Can Jump-Start Your Publicity Initiative
If you find that your progress is blocked by a lack of time or experience, consider hiring a freelancer to jumpstart your project.Writer's block got you down? Don't let it.
Writing for People and Search Engines
Writing for the search engines is much different than writing in any other medium. Search engines are finicky, but they love text, so you're talking their language.
Sticky Homepage Copy in 30 Seconds
Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to stick around..
Step One for Copywriters: Understand WHAT to Say
Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say. Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page.
How You Can Find Freelance Copy Editing Jobs
Even for those with the skills needed, finding copy editing jobs can seem next to impossible. The simple fact of the matter is, though, that through quality and building relationships, these jobs can be found and employment can lead to a career in the field.
Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting
Each weekday during my Red Hot Copywriting Bootcamp, attendees (or recruits) get a daily drill designed to reinforce the training I give on weekly phone calls. The drills are illuminating and fun.
To Start Making Cash from Your Online Writing, You Must Draw Blood First
Writers write just like painters, paint on canvas. This is one of the reasons why it is important that you launch your writing career by getting some freelance writing work that you can get paid for doing.
Killer Ad Copy
Not everyone is a writer. Good copy writing is a science and can be learned over time.
Pulling Sales with Your Ad Copy
One of the best marketing tools available to your internet business is good sales ad copy. This can pull in sales faster than just about anything.
7 Big Ticket Copywriting Secrets I Learned from Ted Nicholas
I recently sponsored and attended Joel Christopher and Ted Nicholas's Double Birthday Bash and Interactive Marketing Summit in beautiful San Antonio, Texas. There was a fantastic lineup of speakers including John Assaraf, Joe Vitale, Brad Fallon, George McKenzie, Shawn Casey, Alan Bechtold, Tom "Big Al" Schreiter, Brian Keith Voiles, Rosalind Gardner, and Sydney Johnson.
Why Is FREE The Most Powerful Marketing Word You Can Use?
As the famous cowboy Will Rogers once said, "Even if you're on the right track, you'll get run over if you just sit there".So what does that have to do with "FREE"? Quite a lot really.
Advice From Successful Freelancers: Starting & Maintaining A Freelancer Career
For the e-book, Advice from Successful Freelancers: How They Built Their Careers & How You Can Too!, I asked ten questions of freelancers who were living their dream life. Following are some of their answers.
Working on the Internet: Role of Proofreading and Copy editing OnLine
When one is in a creative state, rarely can one also be in a detail state. Thus, mistakes in correct grammar, spelling and continuity of all details, may happen.
Want a Sticky Site That Sells? Forget Content!
An interesting debate is currently raging among copywriters, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.According to prolific copywriter Nick Usborne of ClickZ.
|home | site map|