As I recently explained to one of my clients, there’s a lot of psychology behind good copywriting. One thing that you need to do is make an emotional connection with your prospect. But as this month’s article explains, sometimes triggering subconscious emotions can be more powerful than making more obvious emotional connections. |
MAKE YOUR OWN HALO
Bring Out Your Prospects’ Positive Emotions Validate Your Prospects’ Pre-Existing Beliefs After you have validated your prospects’ pre-existing beliefs, you can then bring in the additional information that might run counter to their expectations. For example, say you sell window shutters, and most of your target audience thinks of window shutters as an elegant, high-end and expensive product. You could emphasize that you’re offering “elegant, high-quality window shutters…for less.” This would validate the “elegant and high-end” aspects of this preconception, and then show them that this highly-desirable product is actually within their reach. |
CUSTOMER SPOTLIGHT: PAWS PET CREMATION Paws Pet Cremation in Los Angeles offers pet cremation with dignity and compassion. The website that I wrote for them is all about validating the difficult emotions that people feel when they lose a beloved pet. The site also validates some of the negative things that prospects may have heard about pet cremation, by emphasizing how Paws is different. For example, many facilities cremate multiple animals at once. Paws offers individual pet cremation. As the text states, “This is what you have the right to expect, and this is what we provide.” |