When writing marketing copy for your
direct mail, email, and other marketing communications, do you focus on features
and benefits? If so, you might want to think again. Increasingly, marketers are
using emotional and psychological triggers instead.
One of the gurus of marketing
copywriting is Denny Hatch. In his e-book “Secrets of Emotional, Hot-Button
Copywriting,” he looks at seven triggers that tip readers over the edge and get
them to act. These are fear, greed, guilt, anger, exclusivity, salvation, and
flattery.
Let’s look at five of them more
closely.
·
Fear
is often used to sell insurance products. “What happens if there is a disaster?
Will your family be protected?”
·
Anger
is a powerful tool in fundraising. “How can millions of children go hungry in right
here in America? Isn’t anyone doing anything about it?”
·
Guilt
is a powerful motivator for selling to busy moms. “Don’t have time to cook
dinner for your family? Our frozen dinners taste so much like homemade your
kids will never know!”
·
Exclusivity
is staple in selling to affluent consumers. “Become a Platinum member and enjoy
exclusive benefits, including our prestigious ‘After Hours’ party on the aquarium
grounds!”
·
Flattery
appeals to those feeling they are missing out on the good
life. “Treat yourself! Don’t you deserve the best?”
These five emotional hot buttons appeal
to a wide variety of consumers and can motivate even the most reticent to pull
the trigger. Sprinkle them throughout your marketing copy and watch the results
pour in.
