It’s actually pretty easy to add emotion to your copy. (Read: “feeling” not hype.) As you write your copy, consider the following.
Problem Solve
Acknowledge the pain, frustration, fear or other emotions your customers feel because they don’t have a product like yours. Then position yourself as the best solution to that problem.
Justify
Have a product that might be considered a luxury? Maybe your service costs more than others in the marketplace. Justify the cost by countering what your audience might be thinking. Phrases like:
Why settle for ordinary? For only $____ more, you can have _______.
Low price isn’t considered “value” if the quality is low.
Pay me now or pay me later. It only makes sense to get the best quality right from the start.
Deliver Proof of Performance
Countering hesitation, apprehension and fear is easier when you offer your customers proof that your product or service does what you say it will do. This can be proof in the form of specific testimonials from satisfied customers or social proof in the form of unsolicited product/service reviews.
Offer Comparisons
Demonstrate value, luxury, security or practically anything else by showing how your product stacks up to the competition. Comparison charts are highly persuasive especially if you offer unequivocal sources. Put notes under your chart that denote, “Rates found on ABC Company website 1/15/2007.”
You’ll also want to highlight your strengths as shown on the chart. “While ABC Company offers 6 features, you’ll enjoy 10 features with our widget for only $2.00 more.”
Show End Results
Giving a glimpse into the future is a good way to help your clients envision how much better off they’ll be when they buy from you. Whether you’re creating a fantasy or giving a real-life case study, seeing how others have benefited after using your product or service goes a long way to fostering feelings of confidence and trust in your customers.
For example: Just ask Jan. As an administrative assistant making $16,820 a year, she had lost all hope of being able to save for retirement. Her two kids, mortgage payment, bills and insurance managed to devour her paycheck practically before she ever got her hands on it.
With just enough left over to feed and clothe herself and her kids each month, retirement looked like something that was only meant for rich people. Until Jan discovered, ABC Company, that is.
Continue with telling Jan’s success story and watch your readers eat up every word.
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