Emotion is a very important element of copywriting. If your words don’t appeal to your audience’s emotion, you won’t be able to sell a thing. People make purchases based on emotion even though they justify what they buy with logic.
How emotion sells
There are several ways you can inject emotion into your copywriting. Paint a picture for your readers showing them what it would be like to experience your product or service. If your business offers debt consolidation services, you could write some thing like, “Imagine what it would be like to have all of your bills paid and have excellent credit.” Injecting emotion into your copywriting accomplishes three important things:
• It connects your reader to your product or service on an emotional level
• It is an “assumptive sell;” meaning you should write your copy assuming the sale has already been made
• It lets the reader take ownership of your product or service believing that they will have an excellent experience all because of their purchase
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