We’ve all heard that emotions drive our decisions, right?
We buy based on feelings and then justify it with logic.
It’s true, and believe it or not, you’ve done it too.
At the core of who we are, we’re emotional beings shaped by our feelings and experiences.
So, here’s the question:
If we know this, why do we still focus on facts and features in our copy?
The secret to connecting with customers and making a sale is sitting right under our noses.
I know you might be thinking:
“But I have no idea how to write emotional copy and tap into those emotions to connect with my audience.”
Well, today we’re talking about… drumroll please?
Copywriting for Conversions: How to Trigger Emotions and Get Your Customers to Take Action.
Ready? Let’s begin!
First off, why on earth do you need emotional copy anyway?
Well, research shows that up to 95% of our purchasing decisions are made subconsciously.
If you’re like most business owners, you want to connect with your customers—not just make a sale, but build loyalty and a lasting relationship that keeps them coming back.
This connection, of course, leads to more money in your business.
So why do we keep focusing on facts, features, and all the “logical” stuff when the real key to winning customers is tapping into emotions?
At our core, we are emotional beings, even if some of us don’t like to admit it.
When you write emotional copy, you’re speaking to that deeper side of your customers, the part that makes decisions based on how they feel.
To write emotional copy for your brand, you need a few things:
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Empathy
If you’re a naturally empathetic person, this will be easy for you.
By empathy, I mean you can easily feel for others, whether it’s tearing up at a sad movie or getting emotional when a loved one is hurting.
You feel their emotions.
But if you’re not naturally empathetic, don’t worry!
Empathy can be learned and practiced.
Why is it important for business owners to develop empathy?
Because you need to understand what your customers are going through.
You need to understand their struggles, connect with their challenges, and let them know you have a solution for them.
Think about why you do what you do—beyond just making money.
Did you start your business because you were once in their shoes?
Do you use to be in their shoes?
Maybe someone else’s struggle inspired you to start your business in the first place.
Either way, tap into that empathy.
For example:
Let’s say you sell skincare products.
You could say, “I understand how it feels to struggle with acne—it can affect your confidence and make you feel like hiding. That’s why I created this line of products, so you can feel good about your skin again.”
Isn’t this better than “oh, here, we have this skincare products we think you should buy’
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Get Personal
Emotional copywriting also requires you to get personal.
It’s all about being vulnerable and stepping outside your comfort zone.
Share your story.
Share your “why.”
Maybe you sell skincare products because you care about helping people regain their confidence, just like you did after dealing with acne as a teen.
The more personal you can make your copy, the more it will resonate with your audience.
It helps build trust and lets your audience see the person behind the product.
For example:
“I know exactly what it feels like to look in the mirror and not like what you see. As someone who struggled with acne for years, I created these products not just as a business venture but as a way to help others feel the same confidence I did when I finally found the solution.”
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Know Your Customer’s Emotional State
Now, what’s the most important thing when writing emotional copy?
Deciding which emotional state your product or service can appeal to in your customers.
What does this mean?
Let’s break it down with an example.
Let’s say you sell fitness equipment.
Many of your customers are frustrated with their current fitness levels—they might feel sluggish, tired, or stuck in their fitness journey.
Your job is to tap into those feelings, show you understand their struggle, and position your product as the solution.
For example:
“I know how hard it can be to get started on your fitness journey. You feel tired, overwhelmed, and unsure of where to begin. That’s why I created this set of equipment, to make your workouts simple, effective, and something you’ll actually look forward to!”
When you understand your customer’s emotional state, you can craft a message that speaks to their feelings and motivates them to take action.
Conclusion
Emotional copywriting is powerful because it connects with your customers on a deeper level.
By showing empathy, getting personal, and understanding your customer’s emotional state, you’ll create copy that resonates and drives action.
Remember, emotions are the key to decision-making, when you tap into them, your copy will inspire people to buy from you, not just because of what you offer, but because of how you make them feel.
Now, go ahead and practice empathy in your next piece of copy.
Your customers will thank you for it!
If writing isn’t one of your strengths, I’m happy to help, start by booking a FREE consultation
