As a financial services marketer, you understand the power behind copywriting that pulls the heartstrings of the reader. But how do you present such sales copy? As a direct response copywriter, I have found two articles that offer information on how to create emotional direct response copywriting.
The first article comes from SuccessWise, titled “What is Emotional Direct Response Copywriting?” this article, written by Allan Dib, goes into detail on how to write emotion-driven copy.
It tells you the role of the headlines, the body copy, and the CTA and how they can generate emotions. And it gives you some ideas on how to use the primary motivators of human behavior to present your offer.
The second article, titled Direct Response Copywriting: Get Past The Bouncers In Your Customers’ Brains, focuses on the science of persuasion. The report, written by Brian Massey for Conversion Sciences, talks about how to break the selling barrier with compelling copy. And it gives an insight into topics like profanity in text, branding, and SEO.
How to Write Emotional Direct Response Copywriting
Drawing from the articles I presented, as well as my knowledge as a direct response copywriter, I have produced three tips that will help you create emotional direct response copywriting for your offers:
Presenting Your Market’s Desire
What is that one thing your market expects to get when they accept your offer? Your prospects might need you to solve a problem that affects their daily routine. They could want a product of yours to make a process they conduct easier or faster. Or perhaps your audience just loves the way you work.
Whatever it is that your market craves should be the nucleus of your marketing campaigns. Because once you present the market with that one thing they’re looking for, they will want to know why they should get from you, and how to buy it. And that’s how you’ll hook them!
One mistake I noticed from some marketers is that they want to get factual right off the bat. And that only turns the readers off. The information doesn’t sell an offer; it justifies the proposal. You trade with emotion – how something or someone will make you feel after they do what you ask.
Just think about this: cake is the most sold item in the world. Can you sell a cake with facts? NO – nobody wants diabetes. You can’t just present nutritional facts and expect the people to get pie. Instead, you mention (and show) how soft and fluffy your cake is. And how much of a delightful experience it’ll be to taste – that’s what gets people interested in buying the cake.
Don’t sell facts. Sell desires.
Positioning Your Offer as a Viable Option
Once you have the audience salivating over the possibility of getting something they need/want/love, then you present your offer as the product/service of choice for them. Now is the time when you justify the sale. Where you show why your product or service is above the average offer, and what the market gets when they agree to your terms.
Excellent product positioning happens when you appeal to the buyer’s logic. “By accepting my offer, you will like ABC because of XYZ.”
That’s how you position your offer as a useful choice for the market. It makes the buyer understand what they get, why they should buy it from you, and how the buyer will get what they’re after.
Just make sure not to go on an ego trip and make it all about yourself. Your marketing should always be customer-centered. Talk about what the market gets when buying from you, instead of letting the audience know how impressive your product is.
Making It Easy for Your Market to Buy Your Offer
It’s time to present your offer to the reader – how simple are you making the buying process to the buyer? Are you guiding them straight to the transaction? Or are you making them jump through hoops to get the goods?
When the baby wants a toy, if you don’t want them to cry, you just give them the toy. It keeps them happy, and you get the peace you like. That’s precisely how you should see the buying process – the quicker your reader can access the product/service, the faster you get to close the deal. And everyone’s happy.
Keep everything as simple as it can be. Present order forms that ask for the information you need to fulfill the order. Have your online sales sequence to be two steps at most. And give to contracts that don’t take forever to read and understand.
The quicker you get the market to send out the order, the happier everyone will be.
Start Getting the Attention of Your Market with Emotional Direct Response Copywriting
Starting today, bring emotional direct response copywriting to your marketing campaigns. Present your market something they want to get or solve. Then position your offer as a practical choice for getting what the market desires. And finally, make the buying process as simple as possible.
Do you have a comment or question about emotional direct response copywriting? Leave a comment explaining your side of things. And if you think this article could be useful to someone you know, feel free to share it with them!