People might seem like they're logical. But in all honesty, they're emotional at their core.
And that can make it challenging to appeal to their logic when you feel like your offer speaks for itself.
I mean, you know what you're offering is solid and shouldn't need to be embellished. And it doesn't need to be embellished, but you do need to provide a deeper reason that someone might need your offer.
And one of the best ways to do that is to appeal to your prospect's emotion. That gives you the opportunity to turn a challenge into an effective method of reaching your audience. Most problems people face have logical solutions.
Take going to college for example. It's one way to secure a better job, ultimately making more money and being able to live a better life. That much is clear to most people, but it's not always easy.
There are plenty of things that make it challenging, from stress to the cost to the fear of failure. The outcome can make it worth it, but emotions ultimately determine what the outcome is.
That also applies to every purchase people make, even the smallest things. When someone buys from popular clothing brands, why do they do it? Do they just like the clothing or is there more to it?
Chances are, they want to:
Whether they realize it or not, there's something deeper driving every purchase.
Luckily, there are plenty of different emotions that push people to make purchases. They can be things that people desire or things that people want to avoid. So you have plenty to work with depending on your offer and your audience.
Now let's take a look at what makes people tick and how you can use that to your advantage.
Anger is a strong emotion, and most people don't want to feel angry. So it makes sense that you can easily appeal to that fact.
Think about what your audience might be angry about. Something they're frustrated about and just want to resolve. After all, people are quick to act when they're angry and they can be easily influenced to take action without a second thought.
But there are plenty of things that make people angry every day. Getting cut off while driving, your favorite drink being out of stock, being insulted, losing your wallet just to name a few. The thing is, you can't really help with those problems.
What you can help with, though, are bigger problems that can have a lasting effect. Maybe your prospect got edged out of a promotion by a rival at work so they need an advantage to get back on top.
Or maybe they trusted someone and got betrayed so they're looking for a way to get over that and restore some self-worth. These are more emotional problems which means they're perfect to appeal to.
"You're sick of seeing these folks with huge bunches of bananas. 8, even 10 bananas per bunch. And all you can get is 6. I know, it gets old seeing everyone doing so much better than you.
Well, do I have some news for you. My 100% GMO bananas come in bunches of no less than 12. That's right, 12. Are you ready to wield the biggest bunch on the block?"
Here are the 4 key emotions you can highlight in your copy.
It's safe to say anyone would do everything in their power to avoid being sad. Aside from anger, it's one of the strongest negative emotions.
So what makes people sad? It really depends on the scenario, because you as a business owner can't really appeal to someone sad about losing a loved one or something like that. So it has to be something relatable to what you do.
"There's nothing more discouraging than seeing everyone else win while you struggle to close a sale. It seems like nothing's going right and you can't get out of that rut.
But you can. You just need the right opportunity. And maybe the right opportunity is the booming industry that is bananas."
Everyone aspires to be something or someone, or at least most people do. It's a natural feeling to want to be something you're not, for better or worse. And it's easy to play with that idea in copywriting.
Consider who your target audience is and think about where they are in their lives as well as the buying process. Once you understand that, imagine where they might see themselves in any period of time or after taking a certain action.
Your job is to help them get there, so it's important to know where they are and where they want to be.
"It seems every day you see more and more bananapreneurs. But what you don't know is that they're wannabes. Hacks. Quacks.
They just know the image and they mirror it. But you... You know what it takes. And you know you have it. So are you ready to find out how to reach your full potential?"
What do you want right now? And when you get that, what'll you want next? It seems like there's always something missing no matter what people have. In most cases, at least. And that's totally normal, people generally want what they don't have.
It's not always easy to be content. But it is easy to appeal to that desire for more. So think about who your audience is, what they have, and what the next logical step is. Everybody wants something, you just have to identify what that thing is for your audience.
"You want it all. But you're not sure how to get it. Sure, you've done plenty and you've been satisfied, but it's just not feeling like enough anymore.
You want that feeling you got when your business finally started taking off, that giddiness and disbelief that your dreams are coming true.
This might sound like a long shot, but you might be interested to know that many are finding unbelievable success in the banana industry. And hey, if it sounds unbelievable then it'll be even more satisfying when you do succeed."
Life can get boring at times. It can also get old feeling stuck in the same place, spinning your wheels. If you want your life to improve, you probably need to make some changes and introduce something new.
So it makes sense that people generally want to experience new things. Whether as an improvement or just as a change, sometimes it's the only way to move your life in the direction you want.
In the case of copywriting, it's typically a change that your audience is looking for. So imagine the change that you can provide for them. Basically, what can you do to make their lives better?
"Imagine Scarface... but with bananas. A desk in a penthouse suite covered with the highest-grade bananas available on any market. More money than you know what to do with. But where does it start?
The banana supplier. Not just any supplier, the best supplier. If you're ready to start your empire, I'm your man. The highest quality bananas at the best wholesale rates, only for the most discerning palate."
As people, we tend to hope for the best, but we don't always expect it. Because we're realistic, and things don't always pan out. That's just the way things tend to work.
This gives you the opportunity to appeal to that anxiety. And to explain why you can help or have helped someone get rid of it. Because, honestly, nobody likes it when things are up in the air.
People want to be sure of what's going to happen, or at least have some sort of confidence that things are going to turn out how they want.
And when there's that sense of uncertainty people tend to panic. All they know is that they need to solve their problem and they need to do it now. They're not exactly thinking the process through, just looking forward to no longer having a problem.
So with the right timing, you can tap into that sense of panic and provide a quick solution.
"You're just waiting for that moment. The moment you know you made the right choice when you make your first million. But you're well on your way, and you know that. And the only way you could get here is by flipping bananas."
Learn about the 23 powerful psychological triggers that convince people to buy stuff here.
Missing out on things is an unfortunate fact of life. Sometimes it just can't be avoided, but people make an effort if it's something they really want.
I mean, nobody wants to be on social media and see everyone talking about something they can't relate to. Situations like that can make someone feel alienated. Naturally, nobody wants that.
But that means it's easy to use that fear to nudge a prospect toward taking action. Even if it's something they aren't aware of yet, you can bring it to their attention. It might even be more effective that way since it serves as a pattern interrupt and can shock them in a way.
"Everyone's doing it. But you don't like fruit. The texture just doesn't sit right with you. The sugar content is alarming. But everyone seems so happy with their bananas. There has to be something to it, right?
Well... One bite can't hurt. After all, you want to see what all the hype is about."
Avoiding danger is a primal instinct. Even when they aren't aware, people sense danger and their bodies react. Of course, that's speaking more in a physical sense.
But they're also able to sense danger in a different sense. Psychological, emotional, financial, etc. And the human brain has ways of pushing them away from that or finding a way to avoid it.
"It's harder than ever to be healthy. And it seems like more and more people are getting sick. Heart disease is a bigger threat than ever. Unfortunately, potassium supplements aren't cheap, and the taste leaves something to be desired.
Luckily, there's a solution. With their high potassium content, bananas are a delicious, natural aid for your heart health."
It's easy to get caught up in comparing yourself to others. Even though you know it's not healthy, sometimes it feels like you just can't help it. Maybe you don't make as much money as someone or maybe you don't look the way someone else does.
Of course, at the end of the day, you know that you're happy the way you are. But for those fleeting moments of inadequacy, you're susceptible to negative thoughts that can influence you.
That's something everyone experiences and it's very effective to appeal to that with your copy.
"You swore you'd be on top by now. 10 years ago you saw yourself at the top of your market, not a care in the world. But reality doesn't always work like that. Maybe you're doing something wrong, or maybe you're trying to corner the wrong market.
Chances are, something needs to change. Allow me to let you in on a little secret. Bananas. Yep, bananas. More than ever, people are eating them.
And not many entrepreneurs realize this. If you act now and get in on the ground floor, you just might end up right where you thought you'd be by now."
Losing something can feel like it ruins your day, year — even life in some cases. That's usually not the case, but it's still something you do everything in your power to avoid. And so does everybody.
Whether it's belonging, a relationship, or a job, losing anything is no fun. Which is why you can use it to your advantage.
There are some very general things that nobody wants to lose as I mentioned, but depending on your market you can identify some more specific things that might resonate more with your audience.
"Things aren't looking great. You're not sure how you're going to pay your employees next month. You're not even sure how you're going to pay your bills. Many have been here before, but few make it out above water.
The thing is, the people that made it out knew something. They knew that the banana business was about to boom. And they capitalized. If you're ready to step out of that shadow, take a look into banana flipping. You might just find exactly what you need."
Trust is a unique appeal to emotion in marketing. That's because it focuses on you and your business, not just the feelings and desires of your audience.
So it can be harder to actually make it work, but it's not impossible when you do it right. Being honest, providing testimonials, offering things like free trials and money-back guarantees, etc.
"I'm not going to tell you that you'll become a millionaire if you follow my advice. But I will tell you that many have. With a 98% satisfaction rate and huge clients, my work speaks for itself.
But I won't leave it at that, look at what one of my clients has to say, ‘I never thought I'd be flipping 100,000 bananas a day, but here I am. The guidance I received allowed me to retire at 40, but I'm making so much money I can't help but keep working if you can even call it that.'"
Who likes waiting to get what they want? Sure, people are willing to wait if they think it's worth it, but given the option, anybody would rather get what they want as soon as possible.
That's a pretty standard concept in marketing, but that's because it's so effective. In every aspect of life, people have become more and more accustomed to instant gratification.
While that's not the best thing for people, it can be both a challenge and an opportunity for business owners.
"Wouldn't you like to see instant profits? Of course, you would. But that's a pipedream in most industries. You put in the work day in and day out, not even seeing a penny in return sometimes. It's frustrating to not see the fruits of your labor.
But maybe you should think about turning your labor toward fruits. You see... The banana industry is fast-paced and deals are closing every day. The demand is high and won't ever go down, so it's the perfect choice if you're sitting at a standstill with your current business."
Guilt can make people do some crazy things. It just sits in the back of the mind and festers, and it's one of the most unpleasant feelings one can have.
So it's no surprise that nobody wants to feel it. Whether it's something they did or didn't do or something about themselves, guilt is never a welcome feeling.
"You're tired of saying that you're going to get your health back on track. I've been there. It isn't easy, and every day it eats away at you. You know you have to do something now, because if not now, when?
But starting is the hardest part. The good news is, starting just takes a small change every day. And there's not much better of a way than to start your day with a banana. Rich in vitamins and nutrients, you'll start feeling more ready to take even bigger steps in self-improvement."
Humans are social beings, there's no doubt about that. Granted, some people do just fine on their own and prefer solitude, but the vast majority of people need to be part of a group to function.
And loneliness can have a huge negative impact on them, which makes it the perfect angle to appeal to your audience.
"Your kid's in the lunchroom again, Slim Jim in hand. The other kids are sneering and whispering. Everyone's so health-conscious now that a smoked processed meat stick is looked down upon.
Unfortunately, these are the times we live in. Fortunately, the lowly banana is all it takes to fit in. More than any other fruit, the bright color, and unique shape of a banana command attention and respect."
Time is valuable. And with each year that passes, you realize even more how valuable it is. Whether you're relating it to money, experiences, or just length of life, time is something that people have a finite amount of. And it can easily be shortened or wasted.
So you need to be able to help your audience make the best use of their time.
"Eating fruit can be a hassle, one that takes precious time out of your day. Peeling oranges, taking the little green parts off strawberries, cutting mangos, the list goes on and on.
You might be thinking, ‘Isn't there a better way to enjoy my fruit but save my time?' Well, I've got news for you. Bananas open easily and require no dirty work. That means they're portable from the getgo, so you can enjoy them when you want to, even on the go."
Now, this doesn't apply to everyone, but it applies to the majority of people. They want to be in charge, to be the boss.
They want people to look up to them and be impressed and to want to follow their lead. It's very much human nature for a lot of people. And you can help them achieve that, or at least make them think you can.
"People have always looked up to you, but you've never really been the boss. You can change that. Because there's always money in a banana stand. Do you want that money? Do you want to be the boss and call the shots?"
Everyone has too many options for anything they want or need. Except for a select few industries, nobody has a monopoly on anything. So there are numerous competitors you have to win out against.
There are plenty of ways to do that, but one of the most effective is providing the most value. So consider what value you're providing your audience, and what makes your offer better.
"Apples: $1.62 per pound. Bananas: $0.55 per pound. Let's be real, we both know which tastes better. The fact that they cost a third of what apples cost is just a bonus. Because, honestly, bananas are worth their weight in gold."
Competition can be healthy, but it can also be unhealthy. One thing is for sure, it's human nature. Whether it's sports, business, appearances, or anything else, people want to outdo each other. They want to feel that they're better than others.
They hope to be the best they can be, but that's usually overshadowed by their desire to be better than everyone else. Of course, that's not the best mindset. But it's there, and you can use it to your advantage.
"You're not one to let anyone edge you out. You're at the forefront of booming markets and you're not just ahead of the curve, you're watching from the finish line. That's why flipping bananas is your next conquest. Others think they can do it, but you know you can."
Use this 4-step copywriting framework to help improve conversion rates.
Appealing to emotion is a surefire way to form a connection with your audience, and that connection might be just what you need.
Sometimes your copy needs something to kick it up a notch. Well, emotion is one of the best things you can use to your advantage.
It may not always be obvious what angle you need to approach from. But when you break it down into all the different emotions your audience might feel, it's much less intimidating.
Just consider what your offer can do for them. Think about what kind of problem it can solve or what kind of need it can fulfill.
And since you know what kinds of emotion you can appeal to, you can decide which would be the best fit for your offer.
Of course, it'll take some practice to get it right all the time. So if you find yourself scratching your head, consider hiring a copywriting consultant. They're here so you can save time and focus on running your business.
Want higher conversions on your landing pages, sales letters, emails, or ads? It might be time for you to work with an expert copywriter. I’ve driven tens of millions of dollars in revenue for hundreds of clients over the past 10 years — including some of the largest B2B companies and digital brands in America.
Using my words, I’ll tap into your prospects’ deepest desires, deploy my menagerie of psychological sales triggers, and prime them for the sale. The result? More wins for your business and more revenue and profits in your pocket. Sound interesting to you? Click HERE to learn more about my copywriting work and see if we’re a good match.
High-converting direct-response copy for growing B2B companies and disruptive digital brands.