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Say the word
"emotion" to a man, and he'll immediately jump out of
his seat and run from the room! Utter the word "emotion"
to a woman, and she begins to conjure up thoughts of romantic, long
talks centered around feelings. However, speak the word "emotion"
to a copywriter and s/he should see dollar signs. Why? Because a
good command of subtle emotion is the key to copy that works.
The
Difference Between Subtle and Obvious Emotion
Confusing obvious
and subtle emotion is a common mistake among copywriters. Let's
say your copywriting client tells you his product should make the
end user feel classy and sophisticated. He wants the copy you write
to convey that message. What happens when writing with obvious emotion
is this:
---------------------------------
Our silverware
patterns will make you feel classy and sophisticated. They will
decorate your table in an upscale manner so you and your guests
will think you're in a fine-dining restaurant.
---------------------------------
Obvious emotion
tells readers what they will think, see or feel. This approach is
clumsy and awkward and rarely has the result the client is looking
for. On the other hand, subtle emotion has a much greater appeal.
Why? Because it deals with imagery. When you show people, rather
than tell them, how they'll feel or what will happen after they
buy your product or service, you evoke core emotions rather than
shallow feelings. Here are several examples of subtle emotion at
work:
---------------------------------
Graceful and
elegant, these silverware patterns are sure to bring compliments
from your guests. With an exceptional display of taste and style,
you can adorn your table with distinctive stainless or sterling
silverware that highlights every element of your table setting.
---------------------------------
As peaceful
and charming as a Sunday afternoon on grandma's front porch, these
metal gliders are recreations of the WWI originals. Rock the afternoon
away with a big glass of lemonade and a little nostalgia wafting
through the air like a gentle summer breeze.
---------------------------------
Spend lazy
days and restful nights in this poster bed dreaming about romantic
interludes. Finished with Gabon mahogany veneers, your bed has
reed posts, a removable canopy frame and a louvered headboard
reminiscent of a shuttered window.
---------------------------------
Do you see what's
happening in the copy examples above? No one came right out and
said, "Your table's gonna look real classy if you use our silverware,"
but the notion is there. From the description given, you pick up
on the fact that this silver will do more than make your table look
good. It will make you look good in front of your guests and give
you a little boost of confidence due to all the compliments you'll
receive.
The metal glider
chair copy never said your blood pressure would be reduced as you
sat on your porch de-stressing from a long, hard workweek, but that's
the distinct impression you get from the copy, isn't it?
And the poster
bed? Just the mention of the materials (Gabon mahogany, reed posts)
and romantic interludes gives a feeling that this bed is something
special, although the copy never actually says so.
By using subtle
emotion, by painting a picture of what the customer will get from
these products, by incorporating them into the customer's everyday
life, you - as a copywriter - are able to pique interest and increase
sales. Ah! The power of words!
Karon Thackston
is owner of Marketing Words, Inc., a full-service copywriting agency.
She is also author of the highly acclaimed Step-by-Step Copywriting
Course, now in its third edition. You can find Karon online at http://www.marketingwords.com
or http://www.copywritingcourse.com.
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