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The best writers evoke emotions and make their readers cry.
I’ve made some of my English teachers cry with my blatant disregard of grammar, structure, and other things they worked so hard to hammer into my young brain.
I wonder if that counts?
But in all seriousness, you should tap into your readers’ emotions. You need to understand that humans are driven by their emotions and instinctive desires when it comes to making choices and being motivated to act.
Master copywriters leverage a deep understanding of core human emotional drivers like:
- Gaining pleasure or avoiding pain.
- The longing for love, respect, feeling important or belonging.
- Aspirations of being viewed as attractive, intelligent, or wildly successful.
- Primal urges for freedom, mastery, or living life to the fullest.
- Visceral fears like death, weakness, humiliation, or going broke.
This is something I learned early on in my career as a copywriter.
Before becoming an actual freelance writer, I managed a small team of writers. I always had the idea that “anyone could write but not everyone could write right.”
So, I read a ton of books.
Every day, I’d try the techniques I read about and introduce it to the writers in our coaching sessions. I wanted them to improve so much that we would become crucial to the operations and not be seen as a division inferior to specialized groups like SEO, graphics illustration, and others.
I would like to believe I somehow managed to do that.
Anyway, taking on a job as a copywriter shouldn’t be treated like mercenary work where you just deliver the words and get paid.
You have to align your message with the brand’s promises and evoke emotions by painting mental pictures in your readers’ heads.
You have to raise awareness of what the brand offers.
Spark their interest.
Hold it long enough until they reach your CTA and act accordingly.
This is a hit or miss but if you do things right You’ll have more hits than misses.
And once again,
“Copy Too Long? Need Some Tulong?
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