Retail Marketing Tip
Tip #402 - Feelings... Nothing More Than Feelings
(3/18/10)
This week's Tip is another copywriting concept that will make all your retail marketing efforts better.
People buy based on emotion, then justify their purchase with logic.
The more you can tap into feelings (both positive and negative) the more effective your copy is going to be. Which feelings? A partial list would include...
- desire
- fear
- envy
- joy
- security
- curiosity
- compassion
- anger
- embarrassment
- frustration
- protectiveness
- love
- vulnerability
- contentment
Here are a few ways you can inject these emotions into your retail marketing copy:
- Tell a story
- Add emotional adjectives
- Focus on benefits, not features
- Add intensity with formatting and punctuation
- Create an image or scene in the mind
- Describe what might happen
The stronger the emotion, the more connected the customer will be to your copy. To create truly great marketing pieces you need to understand the underlying emotions of your customers and then communicate them clearly.
