Selling a product goes way beyond features and benefits. Features and Benefits are important and they will convert sales…but if you are missing emotion in your copy, then you will have some problems getting even higher conversions.

People buy with their emotions. Buying is a very emotional process. So if you are not incorporating emotion in your copy, then you’ve got some work to do.

This post came about because when I started adding emotional selling to my copy, it started to convert well over 20% versus when I wasn’t using emotion selling strategies, I was converting around the 10-11% range. Huge difference right? There are little tweaks you can make to your copy to easily get this done and I am going to show you how to do it. It’s not hard at all. Read this post and you will see exactly what you need to do.

In this post you will discover easy ways that you can incorporate the right emotion within your copy with specific words, tactics and even stories.

More Specifically:

• The 6 emotions that will trigger an instant connection with your audience and how you should apply them to your copy
• 5 Places to incorporate emotion in your copy starting today
• Modern examples of companies selling with emotion the right way
• A Cheat Sheet of Emotion Selling Words you can always refer back to [bookmark this post now]
• A Take Action Step of how to add emotion to your copy

Once you start getting good at eliciting emotion in your words you use to sell, you will start to see your conversions increase, your sales increase, and even your social shares will start to increase.

Now, let’s get started with the emotions you want to focus on in your copy…

6 Core Emotions That Will Always Work To Help You Sell

There are 6 emotions that you can incorporate into your selling that will almost guarantee higher conversions. Keep in mind that you don’t have to incorporate all of these emotions every single time in all of your copy.

Greed
Fear
Altruism (charity)
Envy
Pride
Shame

What you want to do is think about your customers and their beliefs and creatively incorporate stories and phrases around those emotions in your copy.

Now, the goal here is not to be blatant and obvious…it’s about eliciting emotion…there’s a clear difference.

Being blatant would be saying something like, “this should make you very scared because no one wants to walk around with acne all over their face.”

People who suffer from acne don’t need to be told the obvious. They already know and understand very well the hardships of dealing with acne. They will resonate more with telling stories about how you tried hundreds of promising products that never worked. Or having to go to school or a special function with the problem persisting. Those stories hit home and resonate more. People with a problem don’t have to be told the obvious. 

Incorporating stories, experiences and emotion in your copy will bring your copy to life and make it very powerful.

It’s not about exaggerating or fibbing, it’s just about adding subtle words, statements, stories and descriptions that will make people feel and physically react when they read your copy.

Next, let’s get into some ways and places you can incorporate emotion in your copy.

5 Places You Can Incorporate Emotional Selling In Your Copy

The possibilities are endless of where you can incorporate emotional selling with stories in your copy.

Here are some examples:

1) Your Headline

The headline is a perfect place to insert emotion. In fact, it’s scientifically proven that the more emotion words you have in your copy and in your headline, the better it will do. We will get into that a bit further down the post. The headline is probably the most important place to start getting good at eliciting emotion because it’s the first thing that people usually see and it is there where they will decide to read on or click off.

2) In the Beginning of Your Sales Letter when Explaining your own Struggles

Telling your story about how you were struggling before you started to succeed will resonate well with your audience. Just by telling the struggles you went through, it will make you instantly relatable to your customers. Your struggles will be similar to their struggles.

For instance, if I told my story of how I struggled writing copy before I started using ScriptDoll, people would instantly understand what I am talking about. I would say things like I had no idea where to begin or what order to say things in when I tried to sell my products and services…it was kind of a “free for all” where I would just ramble on a ton of nonsense before ScriptDoll added structure to my copywriting.

The beginning section of your sales letter is where it’s ok to talk about yourself just to show the audience you know and understand where your customers are struggling when it comes to what you are selling.

3) Features and Benefits (The Bullets Section)

The Features and Benefits section is a FANTASTIC place to incorporate emotion – especially in your bullets.

Bullet points are my favorite place to “rub salt in the wound” with a solution. So basically you say the feature but you follow up with a benefit and advantage as to why they need the feature.

Here are some examples:

Product: ScriptDoll

Over 20 pre-written templates to choose from (so you are not starting from scratch and staring at a blank screen every time you need to write copy)

Product: Recurring Revenue Machines

Confidently Predict your monthly income before the month even begins (no more starting every month with zero income)

Do you see how the pain is being described inside the bullet without blatantly saying what the pain is? For the recurring revenue example, if you are a marketer, you know the feeling of waking up at the beginning of the month only to have to start earning all over again from a zero balance if you don’t have something in your business producing recurring revenue. It’s pretty painful and scary.

This is where really knowing your audience comes into play. If you don’t know the fears your audience has, if you don’t know what keeps them up at night, then you’ve got to make it a priority to learn that stuff, and learn it quickly.

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Want Help With This Part? Our ScriptDoll Software Will Practically Write The Copy For You –
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4) Testimonials

Testimonials are probably the BEST place to elicit emotion because it won’t be you writing anything, it will be your customers. Your customers will probably bring up emotions and feelings that you might not have even thought of. It is natural for customers to tell stories in their testimonials which are super powerful for prospects to read about. A lot of the times, your customers might even say how they were skeptical at first (which is an emotion many buyers feel before they buy) and then they’ll share a scenario about how the product helped them.

The more testimonials you can collect, the stronger it will make your copy and the more emotion it will add without you barely lifting a finger!

5) At the End of your Copy – Closing Section / PS Statements

The end is another great place to elicit emotion….especially the emotion of fear. This sounds kind of cruel, but those of you who have been following us for a while know that you should always sell with scarcity. If someone thinks your offer is available forever, they won’t find the urgency to buy RIGHT NOW like you want them to. They will wait and possibly never get around to it once they leave the page.

Introducing scarcity at the end of your copy will put a fear inside of your potential buyer that the offer will never be available again. Whether there are limited quantities sold or a time limit on a special price – that will trigger people to act now before they miss it and the deal is gone forever. They will be terrified because if they wait another day, they will miss it forever. Then the feeling of regret will take place and you know as well as I do, people want to make the right decisions and avoid feeling regret as much as possible! 

The end of your copy is a great place to add scarcity to your offer. Be sure to stick to your scarcity deadlines and be honest with your customers when your deals are over! They will respect you for that. 

and here are 2 more places if you really want to add the one-two punch…

Sales Letter Extras For Adding Emotion

If you are writing sales copy, two things you can do to immediately add more emotion is 

1. Add a video sales letter – Adding video will allow you to express yourself and clearly show more emotion. Using different tones and facial expressions will get your message through much easier than the written word sometimes.
2. Images – Using images that show emotion and back up what you are saying will definitely make your copy more powerful. If you are explaining a feeling and you show a picture matching that feeling, your copy will not only look better but it will also cater to the skimmers who are skimming your copy and not reading every word (which most people do).

It’s really easy to incorporate emotion when we look to what’s already working in the marketing world. Here are some ways we can learn about using emotion to sell from some of the leading companies on the planet.

Modern Day Examples of Companies Eliciting Emotion

Below are some commercials where the storylines speak for themselves about the product.

It’s hard to do an article about selling with emotion and not include one of the best companies that does it right.

Check out how Apple does it:

I don’t know about you but after watching that, I feel like I can conquer the world with Apple products!

Dollar Shave Club

Right from the beginning – you know the feeling of frustration when you want to buy something in a store and you have to find the store clerk with the key to purchase the item you want. Dollar Shave gets it right when it comes to selling with emotion and relating to its customers. Notice the down-to-earth tone he uses (in all his commercials). This guy knows his customers!

Microsoft

Only “grown ups” will understand the hardships of remembering passwords and not having touch screens. They don’t have to say much to convey the simplicity of the next generation’s luxuries.

Extra Gum

This one’s a tearjerker.

Want to start incorporating emotion in your selling right now? Here are some words to use that are scientifically proven to work….

Emotion Selling Words To Start Using Right Now In Your Copy

It is proven that having emotion words on your copy increase conversions, open rates and shares. What the heck are emotion words? Keep reading. 

A great resource to see if your headlines have emotion words is Coscheduler’s Headline Analyzer.  

This is one of my favorite resources for headlines…and it also helps with your overall copy as well.

The headline analyzer will give your headline a score based on the specific words you are using. The closer your score is to 100%, the better it will do. This is the science part, btw. 

The score is called an EMV Score and the higher the EMV Score, the better your headline will perform. Coscheduler has done tests and found that the more emotion words used in copy, the more the articles were shared! This stuff works!

The rating of your headline is based on 4 types of words

Common Words
Uncommon Words
Emotional Words
Power Words

Note: You should be writing about at least 15 to 20 headlines before you pick your final one to go with.

To get a full list and explanation of these category of words go to this page.

Optin for the list of 180 Power Words – trust me – you will be happy you did!

Once you learn the types of words to use, then you will get a higher score and your headline will most likely be a winning headline.

Here’s a list of some recommended Emotional Words:

It’s your turn. Put emotional selling into practice with these action steps below.

Action Steps: Don’t Overcomplicate This

We’ve talked a lot about words and adding emotion to your copy. We mentioned the right words you should start incorporating and weaving into your copy.

Start by doing this subtly. Don’t go crazy and start pouring your heart into your copy all over the place. These are just some ideas where you can take your original copy and add a “one-two punch” to really hit home with what you are trying to say.

This will allow you to be less rigid and start being real with your customers and potential customers.

Here’s what to do right now:

1. Define the emotion(s) you want to tap into with your audience
2. Think of a story to go along with that emotion to elicit emotion when the reader reads your copy
3. Start to tie in more emotions and tap into more emotions in your copy – in the struggles section, bullets section, testimonial section and end section of your copy.

Practice doing this and you will be golden!

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In the ScriptDoll Software, we’ve got you covered on the emotion stuff. There’s one section where we ask you to evaluate all of your struggles before you found the solution your product or service offers. By doing this exercise, it literally forces you to add emotion to your copy without even knowing you are doing it!

The great part about this is right now you can try ScriptDoll for only a dollar and see how your conversions will go up because you would have incorporated all we talked about here, while doing everything else correctly with every piece of copy you write!