Why An Emotional Copy Converts Better
There are almost as many ways to appeal to your readers as there are readers and writers. But time and time again, emotional copy does a better job of converting readers to people who take the action that you want them to take. That might be buying your product or service, or signing up for a newsletter, or just understanding and maybe adopting your point of view. If you want to change readers to converts, you will increase your chances by using copy with an emotional approach.
Why does an emotional approach work better than other approaches? Well, first of all it doesn’t! At least not for everyone and every writer. Writing with emotional appeal has to be done with skill and care or it will sound fake and melodramatic. Most readers can spot fake sincerity from a long distance, and they will not trust you. So if you are going to use this powerful tool, make sure you can use it well!
An emotional appeal works better for two main reasons. The first is that if you appeal to someone on an emotional level, they will feel like they are making a connection with you. They will feel like you understand them on a personal level. It will be almost as if you wrote that particular piece of copy just for them! When you appeal to someone on that kind of level, they are much more inclined to act on what you have to say.
The other reason that emotional appeals work to convert readers is that so much of what we are faced with every day is not personalized. Even the mail we receive that is personalized is spit out by a machine. We talk to our friends over the computer instead of in person. We get our news from the television or radio, and we spend hours in our car commuting to work alone.
We all want to feel important, and when you reach someone on that emotional level you have made them feel important. That will make them like you and what you have to say and the reader will be more likely to take the action you want.