How to write website copy that emotionally connects with your customers?

Appeal to your customer’s emotions to influence their buying decisions.

Connect with the emotions

Why do you buy things? A car or a house or simply a toothbrush?

To satiate your needs.

Everyone needs a car, a house and a toothbrush. Right?

Now why do you bought that specific brand of car or a house in that particular locality? There were obviously hundreds of choices before you then how and why do you bought that specific car or house or any other product.

The short answer is emotion.

A buying decision is more than satiating a need. It may be that your choose a particular brand of car or bought a house in a locality because of the status factor. It can also be peer pressure. It can be a feeling of security. All these are emotional triggers that influence buying decisions.

If you deeply analyze buying motives, you will see that buyers just don’t buy products to satiate their needs but also to satiate their emotional needs. Emotions can be fear, happiness, security, status etc.

When people buy to satiate their emotional needs then isn’t it a smart way for copywriters to appeal to those emotions through their copy. And subtly influence their buying decisions.

But that rarely happens.

Most of sites have copy full of facts, stats and data- number of people bought, ratings, specifications etc.

There is no emotional connect with the audience.

So how to build emotional connect with the audience? How to add emoticons to your copy?

5 Tips To Emotionally Connect With The Customers

#1. Write for humans

Write to connect with people

Content is increasingly becoming the factor in getting high rankings on search results. And therefore, we see most content on website geared towards achieving high ranks on search engines. Keyword rich content may have become extinct but the mindset of writing for search engines is still there.

And therefore there is more focus on creating copy to get optimum clicks, conversions etc. Clickbait articles, misleading titles etc., are more in vogue than writing copy that speaks to the audience.

Create copy for humans. And create it for reading. Here’s how to do it-

1. Understand their pain-points
2. Write in their language
3. Avoid jargons
4. Keep it simple

#2. Create a solid ‘Why’ and Tell it honestly

Solid ‘Why’ with honesh answer

Why should people buy your products? Create a stronger ‘why’ that will make people take notice and create an urge, even while travelling in a bus, to buy the product- then and there.

And tell it honestly. Here’s how to do it-

1. Use the power of storytelling.
2. Use real-life examples on how the product has impacted lives of buyers.
3. Go personal or one-to-one in voice and tone.

#3. Sell benefits not features

Customers buy benefits not features. They buy the ability to ‘carry and listen to music everywhere’ not an iPod. So sell benefits.

Show benefits that solve’s the problem

A good example is mailchimp. It’s a marketing automation platform. But in the main page banner copy, the company is selling benefits of marketing automation platform. Not the various specifications and features like the technology, pricing, plans etc.

#4. Build trust with the audience

People connect with people who are trustworthy. So build trust with your audience. Here’s how to do it-

1. Start with honesty. Be honest with what your product or service is and does. Not everything is life changing, game changer, transformative, innovative etc.
2. Promise what you can deliver.
3. Don’t hide key information about the product.
4. Be respectful while talking about alternative products or competitors.
5. Use real-data to validate your arguments.
6. Answer to their concerns and assure the buyers.

#5. Use both positive and negative emotions

Use positive emotions but don’t shy away from using a negative emotional trigger

People buy products for various emotions. Fear, guilt, greed, desire and value etc. People buy pest control services or solutions fearing damage to property and diseases. People buy mutual funds to grow wealth. Use positive emotions but don’t shy away from using a negative emotional trigger if it fits perfectly with your product offering.

To create strong emotional triggers-

1. Use strong visuals
2. Use hard hitting messages
3. Use short, simple words in the message. For example- ‘worry’ is better than ‘concern’, ‘there’s more’ sounds more attractive than ‘additionally’.

Your customers are emotional creatures. While buying, emotions play an important role in deciding which product to buy. As copywriters it is our job to understand these emotions and create copy that triggers it the right way.

Share your thoughts and tips on the subject in the comments below. Liked the article? Clap and Follow us to continue reading good stuff.

There’s more..

Do you work in product/design and find it exhausting to manage day-to-day tasks in email, chat, other tools?

If yes, we’d love to offer you an early access to Weekday.

Weekday is a productivity tool just for you to manage your Weekday effortlessly. It will pull your planned & day-to-day tasks from your email/Chat/other apps, automatically prioritise to tell you what’s important and, remind/followup with stakeholders on your behalf — to make sure you have a stress free Weekday.