5 Emotional Copywriting Tips from Listening to the Radio

Emotional copywriting is all about evoking imagery and feelings in your customers.

Whether you’re writing emails, website copy, Etsy descriptions, Amazon listings, social posts or almost any other type, the point is to paint a verbal picture with your copywriting.

Maybe that picture is a process or necessary information. It could be a feeling or even a smell. But when you write the idea is to stir some emotion in your reader.

What’s one thing that brings out a full array of feelings in most people?

Music.

What are you listening to? Your favorite Spotify playlist, an old CD from your glory days or a radio station that always seems to crank out just the right tune? Pay attention to those lyrics as you're singing along and take notes.

Here are some songs I picked out (some very old, some not so). I chose them because of the creative ways. The artists use words to evoke imagery, and feelings.

As you read through snippets of the lyrics, pay attention. You might even want to take some notes. What do you notice about one set of lyrics, or all the sets of lyrics? What stands out to you as you read? Is there any type of formula or process that is common throughout the lyrics of all the example songs?

Before He Cheats – © Carrie Underwood

I’m usually not a country music fan, but Carrie Underwood really outdid herself with the lyrics to her hit Before He Cheats. Every line is carefully crafted to get the message across. You can search online for the full lyrics, but here’s the first verse and chorus.

Right now, he's probably slow dancin' with a bleach-blonde tramp
And she's probably gettin' frisky
Right now, he's probably buyin' her some fruity little drink
'Cause she can't shoot whiskey
Right now, he's probably up behind her with a pool stick
Showin' her how to shoot a combo
And he don't know

I dug my key into the side (into the side)
Of his pretty little souped-up four-wheel drive
Carved my name into his leather seats
I took a Louisville slugger to both headlights (both headlights)
Slashed a hole in all four tires
Maybe next time, he'll think before he cheats

Appetite – © Prefab Sprout

While it was not an enormous hit in the United States, and barely cracked the top 100 in the UK, the 1985 hit from Prefab Sprout uses emotions as proper names. It tells the tale of a breakup due to an excessive appetite for love. Here is my favorite verse and the chorus.

Here she is with two small problems
And the best part of the blame
Wishes she could call him heartache
But it's not a boy's name

If you grow up to be, just like him, just like me
You're fighting for exclusive rights,
For honeymoons each sleepless night
In which case I'll call you appetite
Yes, I think I'll call you appetite

So, if you take - Then put back good
If you steal - be Robin Hood
If your eyes are wanting all you see
Then I think I'll name you after me
I think I'll call you appetite

Thriller – © Michael Jackson

The King of Pop did not disappoint with this song. (Of course, Michael Jackson rarely disappointed with his music.)

In the midst of the 80s, Michael Jackson was famous for creating mini movies as his videos. Working with the late Rod Temperton, the lyrics were every bit as enthralling as the dance moves. Here’s a sample.

It's close to midnight
And something evil's lurking in the dark
Under the moonlight
You see a sight that almost stops your heart
You try to scream
But terror takes the sound before you make it
You start to freeze
As horror looks you right between the eyes
You're paralyzed
'Cause this is thriller, thriller night
And no one's gonna save you from the beast about to strike
You know it's thriller, thriller night
You're fighting for your life inside a killer, thriller tonight, yeah

NOTE: If you watch the video, you can skip ahead to 4:42 where the lyrics start.

Love Runs Out – © OneRepublic

If you’ve ever had a time where are you were struggling with a relationship, you felt like you were all alone in your trials and there wasn’t a way out then OneRepublic wrote this song for you.

According to what I’ve read on the Internet, this song is more or less an anthem. It’s a call to all of those who suffer in love. With a heavy beat, it takes on the stance of being a cheerleader and a brace to both push you forward and support you as you work things through.

I'll be your light, your match, your burning sun
I'll be the bright in black that's making you run
And we'll feel alright, and we'll feel alright
'Cause we'll work it out, yeah, we'll work it out
I'll be doing this, if you have a doubt
'Til the love runs out, 'til the love runs out
I'll be your ghost, your game, your stadium

I'll be your 50 thousand clapping like one
And I feel alright, and I feel alright
'Cause I worked it out, yeah, I worked it out
I'll be doing this, if you have a doubt
'Til the love runs out, 'til the love runs out

I got my mind made up, man, I can't let go
I'm killing every second 'til it sees my soul
(Woo) I'll be running (woo), I'll be running
'Til the love runs out, 'til the love runs out
And we'll start a fire, and we'll shut it down
'Til the love runs out, 'til the love runs out

Copywriting Tips from the Songs

So, what do you see in these lyrics?

1. First and foremost, detail. Lots of specifics.

There is not a dull line in any of the songs I’ve listed in this post. That’s because they took time to choose their words. They weren’t just writing the first things that came to their minds.

That’s a big part of copywriting, too.

While there are some instances that would allow you to just type something up and publish it, that’s typically not the case. Sales copy, web pages, landing pages, opt-in forms, emails, blog posts, video scripts, whitepapers… you name it and it would be significantly better with purposeful words.

2. Use of emotion.

I am always careful to clarify that “emotion” does not equal hype.

Emotions can range the gambit from subtle to forceful. You can quickly see the emotion each artist incorporates into their lyrics ranging from benign to horrific. Choose the ones that bring the right influence to your copywriting.

3. Target audience connection.

I mean really write to them. Think about who they are and what (in the instance of the copy you are writing) they want/need. (Need help with nailing down your audience and how best to communicate with them? Here’s a free worksheet & video.)

OneRepublic has an excellent grasp on its audience as it encourages people with broken hearts to hang in there.

I understand that I will also receive weekly articles & videos plus periodic discounts, product notices & more. I can unsubscribe at any time.

With all three of these copywriting tips in mind, let’s look at the chorus of Before He Cheats for a minute.

Carrie doesn’t say she keyed his truck. She puts emotion into it. She DUG her key into the side of his … what … truck? Nope. His “pretty little souped-up four-wheel drive.” You can almost see the truck as you sing along with her.

And she does not say, “I ripped his seats with a knife.” She CARVED. What’s the difference? Cutting or ripping or slashing is a haphazard motion. But to carve something takes time and purpose and skill. The intent is entirely different.

Carrie didn’t use just any old bat to shatter her ex’s headlights. She purposefully chose a Louisville Slugger.

While it was (probably) about an experience she had, this song was written for a very precise audience. Mainly, only those women who have been cheated on. Sure, lots of other women will think this song is cool, too. But it was primarily written as a call to the sisterhood of those who have been through this ordeal.

4. Use of clever nouns.

I love this section from Michael Jackson’s Thriller.

You try to scream
But terror takes the sound before you make it
You start to freeze
As horror looks you right between the eyes
You're paralyzed

And this verse from Prefab Sprout’s Appetite.

Here she is with two small problems
And the best part of the blame
Wishes she could call him heartache
But it's not a boy's name

Why? Other than being very unique, they both have extremely clever use nouns. For example:

But terror takes the sound before you make it. Terror is a noun, but it is almost used as a proper name here. The same with horror looks you right between the eyes.

Prefab Sprout sings, Wishes she could call him heartache, but it's not a boy's name.

So, in the same way, what would be an ordinary noun now has special significance.

You can also do this by using super adjectives and verbs.

5. Tells a story.

Stories not only work in song lyrics, but they are also a very powerful part of almost every type of marketing.

That’s because stories release a chemical reaction in our brains that causes us to feel as though we are experiencing what is being written about.

Stories do not have to be long and complex in order to engage your target customers. They also do not have to be about you. Stories about people you know personally, people you’ve only heard about, historic events, news or anything else are equally compelling.

This free, short guide will get you started with incorporating stories into your marketing copy.

How Will These Tips Improve Your Copywriting?

By taking the time to implement the five elements these artists included in their songs, your copy can:

Reach your audience on a deeper level.
Evoke stronger emotions.
Release visions in the imaginations of your customers.
Improve conversion rates.

And it doesn’t only work with the songs mentioned in this blog post. Listen closely to the lyrics of your favorite tunes and you are sure to pick up some additional copywriting tips.