No matter what business you're in, you need to inject emotion into your emails to produce the greatest results from your messages.
It can't be all about company news and coupons! (Not that coupons don't work!)
The video below uncovers 5 powerful emotions that will trigger a response from your readers, connect with them at a deep level and get them to take action.
Then your copy needs to lead your reader to relief, vindication and.or attainment, usually through taking your prescribed action. That means usually means buying your product or hiring you.
If you want to make an impact in the world, you have to start by getting people emotionally involved with your message and emotionally equipped to make take decisive action.
These emotional states are appropriate for different situations -- making your readers aware of them can wake them up and help them get out of fantasy land...where they'll never achieve the real-life results they want.
How Do You Create These Emotions with Copy?
Really, you're not creating emotions. You want to leverage what your reader are already thinking and feeling. Let me quote Gene Schwartz from Breakththrough Advertising. As you read, substitute the word "desire" for any emotion that may be appropriate for your reader to feel today:
Advertising gives form and content to desire. It provides it with a goal. These desires, as they exist in the mind of your prospect today, are indistinct. They are blurs — hazy, ambiguous, not yet crystallized into words or images. In most cases, they are simply vague emotions, without compulsion or direction. And as such, they have only a fraction of their true potential power.
“Your job is to fill out these vague desires with concrete images… your job is to show him in minute detail all the tomorrows that your product makes possible for him."
Your should-be buyer may not feel the specific desire or fear that will lead him to take action. But he has a general sense of it:
You don't have to make your reader feel totally new emotions. Just give those emotions form and direction.
Stories are a great way to push those emotional hot-buttons. Surprising statistics and illustrations are effective, too.
Emails That Makes Sales gives you dozens of ideas every single month to make your emails crackle with emotional electricity PLUS ongoing training to help you make the most