EmotionalKnapsack
Registered Member
- Jun 5, 2019
- 89
- 60
Hello, I'm sure not much is expected of or even welcomed from "newbies". However, I find myself quite anxious to contribute to BHW. And I've figured that Copywriting & Sales Persuasion might be the most harmless and least intrusive place to get started.
This thread itself will not display the most exemplary technique but will just compile some thoughts about emotional triggers and market segments. I may also touch on understanding your traffic flow. Finally, I myself tend to write more from theory of mind than following technically correct grammatical approach. For instance, I may use "..." or "--" or "," or ";" or ".." or "....." in places that may not warrant the use of such punctuation grammatically. However, the way I use punctuation is meant to convey the best use of rhythm for appealing to a reader emotionally. This skill is closely related to convergence (making yourself like someone you're trying to appeal to) and using theory of mind (understanding and being able to predict typically pragmatic streams of thought) to successfully appeal to and create emotional triggers for prospective clientele/customers.
That being said let's get started.
Definitions:
Emotional Triggers - I wanted to pull info from Google directly. The following was a pretty decent snippet but this is a hard search. If you search just for "emotional triggers" you will pull psych documentation. You want triggers as it relates to sales. Instead pull the following query "define emotional triggers in sales" and that will provide you with plenty of documentation and examples to study.
Snippet:
"The vast majority of prospects buy based on emotion, not logic. They decide to buy because it “feels right,” then use logic to justify the decision to themselves. So the better you are at making an emotional connection between the prospect and whatever you're selling, the easier you'll find it to close sales."
This is just the tip of the iceberg though. Even the definition for the term "Emotional Appeal" from businessdictionary dot com/definition/emotional-appeal dot html doesn't really give us what we need to write genuinely compelling content.
If you're following all of these searches and guides they will lead to pulling on those heart strings too hard IMO. Truly compelling copywriting is intrinsically appealing and sound. So I will offer my own definitions and explanations moving forward.
Market Segments (much easier) - businessdictionary dot com/definition/market-segment dot html
__________________________
Okaaayyy, that was a lot of talking for a preface lol
Think about ALL the traffic that streams into a single LP (landing page) and bust that mug up into different "Market Segments"--depending on their likes/dislikes, behavior, spending, personality.
Think about it... Some people who visit your page are fun-lovers. Some are innately skeptical about like everything haha Some, are super concerned about budget whether they have dough or not. Some people are worried about their children and some enjoy their solitude and quirky pursuits.
We're talking about Market Segmenting. We're talking about people. Don't rely on some guide or search to tell you who you're driving to your sites. You know the pools of web traffic you're pulling from... Go the extra mile to appeal to each type of person individually.
By writing genuinely compelling content with your market segments in mind you will be able to appeal to them without having to go overboard on your emotional triggers.
So, above the fold offer a deal that evvvverrryonee will love and skip the red countdown-clock. Now this isn't true for every single industry but for the most part those who succumb to a countdown clock do not have a good job or savings and therefore are less likely to make an online purchase all together.
Pulling on emotional triggers is best done when indirect. When you make a genuine attempt to understand who is visiting your page you will be able to write to them naturally.
So instead of continuing to digress in theory let's practice some use-cases.
_____________________
Example 1:
You have a website selling a new SASS. This software is able to send/receive emails. The selling point is that it is able to set many automation rules with a much simpler UI than gmail.
Your marketing segmentation starts first with your traffic. Where are you getting your traffic from? Who is there? Let's say you advertise on BHW for $90 a week. Mainly because you're member there and understand the users and your SASS has some really great autoresponder features.
Knowing that users of BHW are primarily concerned with "making money" you will either create a section on your main LP or create a separate SP (squeeze page) that pitches how/why your software can help them specifically with their money-making pursuits. Perhaps it integrates with major SEO/social media software--sell that. Be honest and reason with them emotionally and logically. Draw out scenarios that convey ideas about ease-of-use, low cost maintenance, and scale-ability.
Think about who it is you're talking to and reason with them logically and emotionally.
Example 2:
You own a background checking service. You are able to run background checks for individuals concerned about safety as opposed to larger corporations. You get various meet-up and classified-sales groups on Facebook to pin/advertise your squeeze page pitching your service.
You know that your visitors' primary concern is safety. If you're getting traffic from a source about babysitters--why would you make jokes in your SP? This is serious business. Write content about how important security & safety is and appeal to that demographic logically and emotionally.
Draw out scenarios in which readers experience a positive hypothetical outcome by using your service. Don't try to trick them into using your service by reminding them of the dangers. Don't play to their emotional triggers on harm to their family or possessions. Draw out a happy scenario in which they're reminded of the peace of mind and security they get.
Make them feeeeellll good. Don't scare them. People run from things that are scary.
____________________
Those 2 examples will do. Understand where your traffic is coming from. Who is there? What are they coming to you for? What are they like and what will they respond to? Make reading your content a positive experience and make your pitch-page compelling by appealing to your demographic with sound emotionally supportive logic.
This thread itself will not display the most exemplary technique but will just compile some thoughts about emotional triggers and market segments. I may also touch on understanding your traffic flow. Finally, I myself tend to write more from theory of mind than following technically correct grammatical approach. For instance, I may use "..." or "--" or "," or ";" or ".." or "....." in places that may not warrant the use of such punctuation grammatically. However, the way I use punctuation is meant to convey the best use of rhythm for appealing to a reader emotionally. This skill is closely related to convergence (making yourself like someone you're trying to appeal to) and using theory of mind (understanding and being able to predict typically pragmatic streams of thought) to successfully appeal to and create emotional triggers for prospective clientele/customers.
That being said let's get started.
Definitions:
Emotional Triggers - I wanted to pull info from Google directly. The following was a pretty decent snippet but this is a hard search. If you search just for "emotional triggers" you will pull psych documentation. You want triggers as it relates to sales. Instead pull the following query "define emotional triggers in sales" and that will provide you with plenty of documentation and examples to study.
Snippet:
"The vast majority of prospects buy based on emotion, not logic. They decide to buy because it “feels right,” then use logic to justify the decision to themselves. So the better you are at making an emotional connection between the prospect and whatever you're selling, the easier you'll find it to close sales."
This is just the tip of the iceberg though. Even the definition for the term "Emotional Appeal" from businessdictionary dot com/definition/emotional-appeal dot html doesn't really give us what we need to write genuinely compelling content.
If you're following all of these searches and guides they will lead to pulling on those heart strings too hard IMO. Truly compelling copywriting is intrinsically appealing and sound. So I will offer my own definitions and explanations moving forward.
Market Segments (much easier) - businessdictionary dot com/definition/market-segment dot html
__________________________
Okaaayyy, that was a lot of talking for a preface lol
Think about ALL the traffic that streams into a single LP (landing page) and bust that mug up into different "Market Segments"--depending on their likes/dislikes, behavior, spending, personality.
Think about it... Some people who visit your page are fun-lovers. Some are innately skeptical about like everything haha Some, are super concerned about budget whether they have dough or not. Some people are worried about their children and some enjoy their solitude and quirky pursuits.
We're talking about Market Segmenting. We're talking about people. Don't rely on some guide or search to tell you who you're driving to your sites. You know the pools of web traffic you're pulling from... Go the extra mile to appeal to each type of person individually.
By writing genuinely compelling content with your market segments in mind you will be able to appeal to them without having to go overboard on your emotional triggers.
So, above the fold offer a deal that evvvverrryonee will love and skip the red countdown-clock. Now this isn't true for every single industry but for the most part those who succumb to a countdown clock do not have a good job or savings and therefore are less likely to make an online purchase all together.
Pulling on emotional triggers is best done when indirect. When you make a genuine attempt to understand who is visiting your page you will be able to write to them naturally.
So instead of continuing to digress in theory let's practice some use-cases.
_____________________
Example 1:
You have a website selling a new SASS. This software is able to send/receive emails. The selling point is that it is able to set many automation rules with a much simpler UI than gmail.
Your marketing segmentation starts first with your traffic. Where are you getting your traffic from? Who is there? Let's say you advertise on BHW for $90 a week. Mainly because you're member there and understand the users and your SASS has some really great autoresponder features.
Knowing that users of BHW are primarily concerned with "making money" you will either create a section on your main LP or create a separate SP (squeeze page) that pitches how/why your software can help them specifically with their money-making pursuits. Perhaps it integrates with major SEO/social media software--sell that. Be honest and reason with them emotionally and logically. Draw out scenarios that convey ideas about ease-of-use, low cost maintenance, and scale-ability.
Think about who it is you're talking to and reason with them logically and emotionally.
Example 2:
You own a background checking service. You are able to run background checks for individuals concerned about safety as opposed to larger corporations. You get various meet-up and classified-sales groups on Facebook to pin/advertise your squeeze page pitching your service.
You know that your visitors' primary concern is safety. If you're getting traffic from a source about babysitters--why would you make jokes in your SP? This is serious business. Write content about how important security & safety is and appeal to that demographic logically and emotionally.
Draw out scenarios in which readers experience a positive hypothetical outcome by using your service. Don't try to trick them into using your service by reminding them of the dangers. Don't play to their emotional triggers on harm to their family or possessions. Draw out a happy scenario in which they're reminded of the peace of mind and security they get.
Make them feeeeellll good. Don't scare them. People run from things that are scary.
____________________
Those 2 examples will do. Understand where your traffic is coming from. Who is there? What are they coming to you for? What are they like and what will they respond to? Make reading your content a positive experience and make your pitch-page compelling by appealing to your demographic with sound emotionally supportive logic.