How To Inject Emotion Into Your Copy The single most powerful way...
Andrew Gould@AndrewWriteCopy
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Apr 14, 2025
~4 min read
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How To Inject Emotion Into Your Copy
The single most powerful way to use emotion in your copywriting.
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The single most powerful way to use emotion in your copywriting.
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You've probably heard it dozens of times:
People buy on emotion...
And justify with logic.
But just how do you use emotion to get them to buy?
People buy on emotion...
And justify with logic.
But just how do you use emotion to get them to buy?
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I'll share with you the most effective method I've found.
Though before we get to that, let's have a quick look at a couple of the more common ways:
First, you can use emotional language.
And I covered that in this tweet.
Though before we get to that, let's have a quick look at a couple of the more common ways:
First, you can use emotional language.
And I covered that in this tweet.
Andrew Gould@AndrewWriteCopy
Quick Copywriting Tip
Ramp up the power of your writing.
Replace vanilla words with emotionally-charged words:
Interest rates cut > Interest rates slashed
Inflation rises > Inflation skyrockets
He beat me > He dominated me
I felt tired > I felt exhausted
Ramp up the power of your writing.
Replace vanilla words with emotionally-charged words:
Interest rates cut > Interest rates slashed
Inflation rises > Inflation skyrockets
He beat me > He dominated me
I felt tired > I felt exhausted
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To expand on that:
You don't want to worry about your language when you're writing.
But when you've finished...
(And you've left the copy at least 24hrs.)
Go through your work with a thesaurus to see if you can replace any words with more emotionally powerful ones.
You don't want to worry about your language when you're writing.
But when you've finished...
(And you've left the copy at least 24hrs.)
Go through your work with a thesaurus to see if you can replace any words with more emotionally powerful ones.
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The second way to use emotion:
Tap into universal emotions such as fear, shame, and anger.
Though they must be emotions your prospects already feel or they won't resonate.
A great example is this headline from Gary Bencivenga:
Tap into universal emotions such as fear, shame, and anger.
Though they must be emotions your prospects already feel or they won't resonate.
A great example is this headline from Gary Bencivenga:
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"Lies, Lies, Lies!"
It was for a financial promotion and instantly resonated with prospects' anger and frustration at being conned by "experts".
So you always want to be thinking about how your prospects feel about a subject.
And how you can use that in your copy.
Now...
It was for a financial promotion and instantly resonated with prospects' anger and frustration at being conned by "experts".
So you always want to be thinking about how your prospects feel about a subject.
And how you can use that in your copy.
Now...
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Let's look at the single most powerful way to inject emotion into your copy's veins.
It's surprisingly simple.
But you do need to know your prospect like the back of your hand.
Here's how it works:
It's surprisingly simple.
But you do need to know your prospect like the back of your hand.
Here's how it works:
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All you need do is paint a picture of what your prospect most desires.
The one thing they really, truly, desperately want from your offer.
An example to make it clear:
Let's say you sell a back massager to the elderly.
What do they really want?
The one thing they really, truly, desperately want from your offer.
An example to make it clear:
Let's say you sell a back massager to the elderly.
What do they really want?
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Instant relief? To be cured? A fast and easy massage?
Maybe.
But here's what they most desire:
Maybe.
But here's what they most desire:
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To be able to pick up and play with their grandchildren.
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Do you see how emotionally powerful that is?
Compare it to something like:
Compare it to something like:
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They want instant relief from their back pain.
And there's no competition.
So how do you do this?
And there's no competition.
So how do you do this?
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First you need to know who you're selling to.
For example:
If the target market for the back massager was athletes then what they most desire would be completely different.
For example:
If the target market for the back massager was athletes then what they most desire would be completely different.
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Then you need to know the big benefit of the offer.
For the massager, that's relief from back pain.
And then you ask yourself why your target market would want that.
Keep asking until you can't go any further.
The last reason you get to will probably be an emotion.
For the massager, that's relief from back pain.
And then you ask yourself why your target market would want that.
Keep asking until you can't go any further.
The last reason you get to will probably be an emotion.
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For example:
Why do they want back pain relief?
So they no longer hurt all the time.
Why do they want back pain relief?
So they no longer hurt all the time.
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Why don't they want to hurt?
So they can move around as normal.
So they can move around as normal.
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Why do they want to move around?
So they can play with their grandchildren.
So they can play with their grandchildren.
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Why do they want to play with their grandchildren?
Because it makes them happy.
Because it makes them happy.
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When you reach this point you go one step back and you've found what they most desire.
In this case, playing with their grandchildren.
And that's a powerful emotional reason for them to buy that you can use in your copy.
In this case, playing with their grandchildren.
And that's a powerful emotional reason for them to buy that you can use in your copy.
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You can use it in your headline, your lead, and you can expand on it in your body copy.
It'll make your copy instantly resonate with your target market.
Show them you understand them and what they really want.
And, most importantly, make you more sales!
To sum up:
It'll make your copy instantly resonate with your target market.
Show them you understand them and what they really want.
And, most importantly, make you more sales!
To sum up:
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- Understand who you're selling to.
- Ask why they'd want the big benefit of what you're selling.
- Keep asking why until you get to an emotional reason.
- Then go one step back.
- And you've found what they most desire.
- Now apply it to your copy.
- Ask why they'd want the big benefit of what you're selling.
- Keep asking why until you get to an emotional reason.
- Then go one step back.
- And you've found what they most desire.
- Now apply it to your copy.
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And don't forget the first two methods we looked at for adding emotion.
- Use emotional language.
- And tap into universal emotions.
They all work together to produce a powerful, emotionally-compelling piece of copy that will get the cash register ringing!
- Use emotional language.
- And tap into universal emotions.
They all work together to produce a powerful, emotionally-compelling piece of copy that will get the cash register ringing!
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Follow me @AndrewWriteCopy for more quality tweets and threads on marketing and copywriting.
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
Andrew Gould@AndrewWriteCopy
How To Inject Emotion Into Your Copy
The single most powerful way to use emotion in your copywriting.
// THREAD //
The single most powerful way to use emotion in your copywriting.
// THREAD //
