Copywriting Tips for Making Your Copy Better by Using Emotions Over Logic
Deciding which path to take is tough. Whether deciding if you should sign up for this new coaching program (cough, cough, mine), change careers, or decide which mascara to buy, decisions are hard.
You might think making a choice comes down to logic. What are the benefits of the program? Can I make money in this new career? Do I want natural-looking lashes or dramatic ones?
While the logic of the choice plays a role, the actual decision-maker is your emotions. Humans have the unique ability to rationalize logic away with feelings very easily. Swaying logic all willy-nilly to a more favorable direction at will.
Knowing this, how can you write your copy or position your marketing in a way that appeals to the logical mind and emotions while still being ethical and effective?
You Think You’re Spock
It’s easy to come to the conclusion that humans are a highly logical species. After all, we have this big brain and build computers and rockets.
Very logic-based, right?
I mean, you’re not wrong. There is a ton of logical, smart arty stuff that goes into so much of what humans do and create.
But… you are not Vulcan. You are human, and no matter how much logic is thrown at you about something, if you have no emotion (or even too much), the logic will not be enough to sway you to make a change or choice.
The best example of this… if humans were more like Vulcans, given the data we have on the condition of the planet, climate change initiatives would have been enacted decades ago or maybe would never have become a problem in the first place.
But, being the emotional and self-centered beings we are, we threw out the logic and did what we wanted because… it tasted good… it's easy… it makes money… No ethics, no logic, just emotion.
Your audience is no different. You can have the best program in the world, lay out all the facts to demonstrate that, and you will fall short every time because you’re not selling to Spok.
Realizing You’re Kirk
That’s not to say we don’t need the logic. Facts are very handy when we are trying to make a choice, especially when they support something we want.
Because you may think of yourself as a logical person… more of a Spock, if you will, you may not notice how you manipulate the facts to suit your gut feelings or emotions.
Kirk, on the other hand… listened to his gut, intuition, or emotions about a matter. He took in the logic, considered it, then did what he FELT was right from there.
Like Kirk, you are human, and so is your audience. The emotions, desires, and that gut feeling is what sparks actions.
You can weigh out the logic of changing careers or choosing a program to take. In the end, your emotions and gut feelings will make the choice for you.
In your copy and marketing, you ideally want to merge Kirk and Spock together, just like in the shows and movies. These two are a dynamic duo that balances each other out and brings about better outcomes.
Using emotion in the logic and logic in the emotions of your writing is like this most excellent team-up between Spock and Kirk.
You appeal to the logical mind and to the heart of your audience at the same time and make the decision-making process so much easier for them.
How to integrate emotions into your logic
To combine the best of both worlds in your copy and marketing, start with the facts.
What does your coaching program do? Will it help accelerate someone's career? Help them overcome something in their personal life?
Lay out all of the logical reasons why your product or service is awesome.
Let’s say you have a coaching program that helps entrepreneurs streamline their marketing. You have a list of all the awesome features and an outline of how everything works.
Great, now that the logic is laid out, let’s find the emotion… Why would someone want to streamline their marketing?
So they have more time…
More time for what?
Their clients, their families, their life…
There’s your emotion! The reason someone should give a damn about what you’re selling is the emotion.
Features and Benefits
You may be familiar with features and benefits. The feature of a product or service is your logical component, and the benefit is the emotional one.
Your program teaches entrepreneurs how to streamline their marketing.
Feature.
Which gives them more time for the more enjoyable parts of life, like working with their clients, spending time with their family, and living their best life.
Benefit.
The more specific the benefit is to your audience and what they are personally struggling with, the more effective your copy and marketing will be. This is why understanding your audience is a vital component of any piece of copywriting or marketing.
Without knowing your target audience beyond their demographic, you will not be able to position your product or service in a way that showcases how the features truly benefit them.
So, as you’re planning out your next campaign, remember to integrate as much emotion into your logic as possible to help your audience make a fully informed decision.
If you’re looking for help accomplishing this in your next launch or on your website, book a call with me, and let’s see how I can help you create the most epic campaign you’ve ever had.
If you want to learn more about how to do this in your copywriting, check out my coaching paging. Whether you are a solopreneur who needs some professional guidance on your copy or you want to launch a new copywriting career, I have an affordable coaching option for you!
P.S. Don't forget to check out my channel, The Rebel Mind, for more entrepreneur and copywriting tips.