What are the human emotions that compell people to react and buy? What emotions should be addressed?

Only those that “rile” a person up? Get them fired up?

There are specific emotions that every human has, but what are the best ones to target when writing salescopy?

If you doing any business online and have looked for a copywriter to make your sales copy pull like crazy you have probably found the name Michel Fortin floating around. Michel has written some of the most profit pulling copy…

Bob

An informative post. But..

How do I find out the emotions to stroke on my target market?

How many emotions should I try to handle so that my copy is not too emotion ridden?

Pls forgive me if these are too elementary..

Thanks,

Edward

And it does apply to “techies”. Bob has a point, in that selling to techies requires different ‘tuning’ to reach their emotional channel. But it can be done, Bob.

Techies tend to warm up to other people (copy) by testing their technical competance.

This process corresponds with the questions; ‘who are you’, ‘why should I listen to you’, and ‘can I trust you?’. Each question comes from an emotional core.

If we can substitute the word, ‘techie’ by using ’sophisticated’, it might be easier to see what’s at the crux of the question.

A sophisticated individual has available data, experience and memory to refer to when considering a promise, or a claim.

Make a promise and it engages scrutiny and critical thinking. The promise or claim is compared and contrasted against a pool of facts - not a path to an emotional response.

Unless that promise, or claim is based on something that makes it plausible.

Here’s a sequence that starts with a promise/claim headline, sure to turn a sophisticated market OFF.

“New router quadruples your communication speed, reduces network crashes and eliminates 63% of network maintainance due to end-user errors”.

True or not, that spells B-A-L-O-N-E-Y, to someone who works on a network every day. Critical thinking engaged, your copy falls on ‘deaf eyes’.

Now, I can tune that message. “New, XYZ circuit in the ABC router, quadruples…”. Better.

“NASA quadrupled communication speed, reduced network crashes and eliminated 63% of network maintainance - landing our astronauts safely - because of this tiny circuit I’d like to offer to you right now”.

The promises are ‘true’, because of the copy mechanism. I made it reasonable for a techie to buy into the promises, just enough to get them (emotionally) into my lead copy.

Instead of communicating ‘because I said so’, I turned to a higher authority…NASA and offered ‘proof’ - landing our astronauts safely.

You can also talk about what it is that makes your linking software work. I don’t know how your product operates, but it might sound something like this.

“By pinging search engine spiders, 4 times from every text link…(promise)”.

As Eugene Schwartz put it: “…-the promise it-self is subordinated to the mechanism which accomplishes that promise”.

Now ‘you’ (the voice in your copy) are positioned as a peer and your reader will be more engaged.

Questions answered, critical thinking pacified, the reader can move into their emotions - and your copy!

Peter

But you can still be emotional and press their hot buttons. If their hot buttons is about something technical they’re obsessive or frustrated about, they will be react.

And respond.

Here are two articles for you.

One I wrote on personality styles:
http://www.michelfortin.com/does-your-copy-have-personality/

The other is from master copywriter and friend, Peter Stone, about technical copy for technophiles:
peterstonecopy.typepad.com/peter_stone/2005/02/more_about_em…

However, a sales letter style mini-site for new automated link exchange program we just released, does not seem to be converting as well (2%). DO “techies” respond differently to sales letter formats?

Bob

Well said by Michel Fortin about The Biggest Mistake Copywriters Make …

I will encourage you to read this article at: michelfortin.com/the-biggest-mistake-copywriters-make/

As far as I am concerned, I do not have

I think if anyone just took this article and applied it to the copy on their web site their visitors reaction would improve overnight.

The observations about “voice” and injecting emotion into the copy are key. I read copy all the time that sends me to sleep and I just click away.

The only small point I would add is that it also seems to pay to take a politically incorrect viewpoint in some instances to get people involved with your message.

I certainly intend to review your article against my own sites asap.

Bill