We are emotional creatures.

Which is why you need to remember that your readers, clients and potential clients are too emotional creatures, just like you and me.

Why? Because copywriting is emotional. Let me explain.


Emotional Copywriting

When writing copy, you really have to keep this in mind and take the time to think about the emotions that your reader may be feeling before putting pen to paper (or fingers to keyboard).

Don’t be afraid to write in order to appeal to such emotions.


Emotion is more effective than logic

What you may not realise, is that when it comes to advertising and copywriting, emotion is more effective than logic.

Think about all the people who buy purely based on emotion – Especially women. The majority of the time, we buy things that make us feel good, whether that be a new pair of shoes from your new shoe line, a meal from your restaurant, a candle from your online store, your beauty therapy services, or your car wash services – because they make us feel good.

From a somewhat indulgent and fun service perspective to a more practical and necessary service perspective, such as engaging an accountant, financial advisor or business coach, emotions still come into play. Why? Because, whether we realise it or not, we want to engage the services of someone we feel somewhat emotionally connected to and to whom we feel able to relate.

When this connection is felt, we are more likely to engage and buy from them.


Address emotions in your copywriting

Before you next get close and personal with your keyboard for a heavy writing session. Stop and take the time to ask yourself questions such as these first:

  • What are their worries?
  • Do they have any fears?
  • What are their desires?
  • Is there anything they’re concerned about?
  • What are their possible objections to your service or product?
  • How can you solve their problems?


Then, address as many of these in your copy as you can (without writing an essay of course).

Talk about how you will help them and make them feel better. Because at the end of the day, that’s what everyone wants, right? To feel good and have their problems solved.

People want to know that you can help.


Benefits over features

This brings me back to one of my most repeated copywriting tips: Focus on the benefit, rather than the feature.

In short, don’t go into detail about how your product works or how you do what you do, but rather focus on the benefit of your product or service and how it will help your ideal customer.

Remember, we are emotional creatures, which is why it’s important to remember that emotion is more effective than logic when it comes to advertising and copywriting.


As a Perth Copywriter and Content Writer, it’s part of my job to know and understand the emotional states of various target audiences and align my writing to make them feel that their needs and concerns are being addressed.

I can help you write to emotionally connect with your readers with emotional copywriting too. Get in touch with me about your Copywriting or Content Writing needs today.


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