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Increase Your Advertising Response with Emotions

October 20, 2008
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Without emotion, your sales copy is dead.

People buy with their emotions. Mrs. Jones doesn't get her carpet cleaned because she enjoys watching you drag hoses all over her house. But she may buy because she wants to feel happy with her home. In this case, she's buying happiness.

People aren't just numbers; you must appeal to their emotions


Without emotion, your sales copy is dead.

People buy with their emotions. Mrs. Jones doesn't get her carpet cleaned because she enjoys watching you drag hoses all over her house. She may buy because she wants to feel happy with her home. In this case, she's buying happiness.

Here are some emotions a homeowner may feel or desire to feel about carpet cleaning:
  • Fear
  • Anger
  • Frustration
  • Greed
  • Happiness and Health
  • Hope
  • Security
  • Relaxed

A tried and true formula in advertising is to start with getting your prospect to feel a negative emotion she wants to avoid. After you build up the emotion she wants to avoid, take her to the emotion she really desires.

To make your advertising copy twice as effective, include key emotional words in your sales copy. For instance, many homeowners have anger when they think about hiring a carpet cleaning company. So you may want to build up their anger and make them really feel the pain.

You'll use emotional words like…hate, crooked, cheat, dollar-crazed, greed, get away with, outrage, unscrupulous, terrible, phony, bogus, greed, nonsense, etc.

Here's an example of good copy that really brings up anger (the emotional words are bold): What happens when you hire a "cheap" carpet cleaning company? Some of what these guys get away with is criminal. They send a money-grubbing guy to your home whose mission isn't to clean your carpet. Instead, he's there to cheat you into paying MUCH more than their coupon price. And worse, these unscrupulous cleaners aren't even trained to give you a proper cleaning. NBC Dateline and ABC 20/20 reported on these "crooked" bait and switch cleaners. These companies were caught on video with their hands in the cookie jar. (To see one of the videos, go to www.CarpetCleaningPensacola.com)

Can't you feel the emotion in that copy? Once you've gotten their negative emotion going, the emotion they want to avoid, you give them the positive emotion that only your company can deliver.

Let's say you can deliver security. Most homeowners would desire to feel secure about the cleaning company they hire. Here are some key words to use when using security…100% guarantee, accurate, awarded, backed by, carefully tested, ensure, exhaustive, expert, protected, bulletproof, honest, leading, painless, money-back, safe, no-risk, protection, etc.

Here's an example of how to use these words to improve your advertising copy:

"Now if you've been wishing you could find a reliable neighborhood company you can trust, this may be your answer. When you call Premium Carpet Care, you'll get our ironclad 100% guarantee. If you're not happy, it's FREE. (Your city's) leading carpet and rug retailers refer us – call for references. Stop worrying about ugly stains and dirty grout. Call us today!" See how the key words trigger trust and security? This type of emotional word use works like magic in sales copy.

The next time you write an ad, brochure, or newsletter, carefully pick your words. Purposefully add emotion trigger words into your sales copy. Your ad will get many more calls.

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