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emotions now people buy emotionally and
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justify rationally I want you to think
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about all the things you've bought in
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the last couple of
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weeks your decisions may seem rational
00:00:15
to you at the moment but if you think
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deeply it was an emotional decision and
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I'll prove
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it but first I want to give you a list
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of all the different emotions that you
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can use to
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sell and you can use to present your
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offers in your ads such that people
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click on it resonate with it crashes
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your ad cost and gets you tons of
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results so emotions in copyrighting or
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when you're creating ads are used to
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evoke or arouse feelings that drive
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people to decide to take action the
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reason why it seems rational I mean all
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the pchas decisions you've made in the
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last couple of weeks is because you
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decided you made that decision to
00:01:14
purchase that bag that phone that
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item but the primary reason was an
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emotional one so using words people can
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evoke or arouse a feeling in you that
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gets you to make the decision to buy
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something and it happens to me too it
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happens to every one of us because we
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are emotional beings now here list of
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emotions
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that copywriters use in their copy okay
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so I'm not going to run through all of
00:01:48
them but these are positive emotions
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happiness love Hope Pride gratitude
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inspiration relief compassion belonging
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so these are positive emotions they
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provoke positive reactions or responses
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in the readers when you use this um kind
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of emotions
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okay and then here are negative emotions
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we have fear we have guilt we have anger
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we have sadness Envy greed gluteny
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despair disgust right
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and the the we under fear for instance
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we have anxiety dread worry apprehension
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Panic Terror so those are just giving
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you is given more depth into what we
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mean when we say fear you know and is
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the same for every other emotion that
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has been listed here now there are some
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emotions that are mixed you they are
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both negative positive you know and
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they're just complex in a way and we
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have some things like surprise
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anticipation shame lust Nostalgia
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okay so these are mixed or complex
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emotions like I said um after the column
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for each one of them I give some depth
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into what kind of um you know things
00:03:04
we're talking about so people love to
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use fear and
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greed most of the copy you see uh fear
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and greed uh sometimes um you have
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gluteny or Envy right but most people
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play with fear and greed so but I I want
00:03:24
to give you um a dep a
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deep overview of um not an overview but
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I want to go in depth and talk about
00:03:34
guilt which is one that is very very
00:03:38
rarely used today right and before we
00:03:42
talk about guilt I want to warn you
00:03:44
guilt is a very powerful emotion and you
00:03:47
want to make sure that you use it
00:03:48
ethically you don't want to um drive
00:03:51
people crazy but it's a very powerful
00:03:53
emotion and you should use it with a lot
00:03:55
of caution okay so let's get started
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guilt arises when people feel they have
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done something wrong or failed to do
00:04:06
something they should have take note of
00:04:08
that it's when someone feels they've
00:04:10
done something wrong it could also come
00:04:13
when they think they have failed to do
00:04:15
something they should have done all
00:04:16
right so it goes both ways now here are
00:04:19
the key elements of using guilt in
00:04:21
copyrighting the first thing is that you
00:04:23
want to highlight the problem so you
00:04:25
want to identify the exact issue that
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should evoke Guild and then you want to
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make the reader feel personally
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responsible for the problem or its
00:04:37
solution remember I said it goes both
00:04:40
ways so you want to make the reader feel
00:04:42
personally responsible for that problem
00:04:45
or for solving the problem right and
00:04:49
then you want to provide a clear and
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actionable way for the reader to
00:04:54
eleviate the guilt and of course that
00:04:56
solution is your product okay and that
00:04:59
product could be anything it could be a
00:05:00
course it could be um a bag it could be
00:05:04
a gift whatever it doesn't matter right
00:05:06
you have to tie the solution with with
00:05:10
the alleviation of the guilt and then
00:05:13
you want to talk about the positive
00:05:15
impact of taking action right so now
00:05:18
that you know the key elements for using
00:05:21
guilt let's look let's dig in a little
00:05:24
bit more let's look at some examples now
00:05:26
here's how you could use guilt for an
00:05:28
environmental CA
00:05:30
every year millions of plastic bottles
00:05:33
end up in our oceans harming marine life
00:05:36
by switching to our e friendly reusable
00:05:38
bottles you can help protect the
00:05:40
environment make the change today and be
00:05:43
a part of the solution now this is you
00:05:47
can see how the how guilt is interwoven
00:05:52
right with it say every year uh millions
00:05:56
of plastic bottles end up in our ocean
00:05:57
is hming marine life right so that's
00:06:01
something that they are part of they are
00:06:03
part of people who use these plastic
00:06:05
bottles and they've been discarding them
00:06:07
and it's it's harmful right we're
00:06:10
encouraging you to switch to something
00:06:12
that's more friendly something that's
00:06:14
reusable right so you can help protect
00:06:16
the environment and you know guilt has
00:06:19
been woven you can Elevate that guilt by
00:06:21
using our
00:06:23
product now charity this my favorite one
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think about this you
00:06:30
you just finished a meal right a nine
00:06:32
meal in the nin restaurant and then you
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read you read this while we enjoy our
00:06:37
meals millions of children go to bed
00:06:40
hungry your donation of $10 can provide
00:06:43
a week's worth of meals for a child in
00:06:45
need help us fight hunger and give these
00:06:48
children a chance at a better future now
00:06:52
you can see that again you know guilt
00:06:56
right is been woven into the copy right
00:06:58
while we enjoy our meals millions of
00:07:01
children go to bed hungry it kind of
00:07:03
makes you feel somehow just even
00:07:04
listening to me say that right okay
00:07:07
let's look at another one for
00:07:10
wellness um this is another example for
00:07:12
wellness how many times have you skipped
00:07:15
your workout this month don't let your
00:07:17
health take a backseat join our fitness
00:07:20
program today and commit to a healthier
00:07:24
happy
00:07:25
you okay and this could be used for
00:07:29
program a product it doesn't matter
00:07:31
right but this is guilt at work okay
00:07:34
personal relationships have you called
00:07:36
your parents recently the miss hearing
00:07:38
your voice make time for a quick call
00:07:41
and show them you care it's the little
00:07:43
things that matter the most okay and
00:07:46
then you can go further to say our app
00:07:49
helps you to you know surprise your
00:07:51
parents with N Text and messages you
00:07:54
know every other week or you can get
00:07:57
this for your parents and you know to
00:07:59
show your appreciation for all the care
00:08:02
and love they they show to you while you
00:08:03
were a child right so you could weave
00:08:06
that into your product let's look at
00:08:08
consumer products you have a brand that
00:08:11
has this eco-friendly non-toxic you know
00:08:15
uh stuff that cleans right and you could
00:08:20
say are you still using harh chemicals
00:08:23
to clean your home these can harm your
00:08:26
family and the environment switch to on
00:08:28
natural non toxic cleaning products and
00:08:31
create a safer healthier
00:08:34
home so now I've shown you a couple of
00:08:37
examples of how to weave guilt into your
00:08:40
copy I want us to discuss other emotions
00:08:44
so here we begin with pride now Pride
00:08:47
can motivate your reader by appealing to
00:08:50
their sense of accomplishment status and
00:08:53
self worth now copy that Taps into Pride
00:08:56
often highlights how the product or
00:08:58
service can can Elevate the users status
00:09:01
or make them feel exceptional so here is
00:09:05
an example join the elite group of
00:09:07
professionals who trust our premium
00:09:09
software to boost their productivity and
00:09:13
reputation show the world you mean
00:09:16
business you can also tell the the
00:09:18
reader you could say something like
00:09:21
um people will be amazed when they read
00:09:24
the copy you wrote or you would you
00:09:27
would be the Envy of your
00:09:30
of your next family gathering because of
00:09:33
how much you would have earned and the
00:09:35
fact that you've taken control of your
00:09:37
life so you can always weave you know
00:09:39
Pride into into into your copy you could
00:09:43
also associate with a product like um a
00:09:46
phone a wristwatch a bag you know
00:09:49
anything right and the next is
00:09:53
Envy Envy can be a powerful driver in
00:09:56
copy especially in competitive markets
00:09:59
it makes the reader desire what others
00:10:02
have pushing them to take action to
00:10:05
achieve or obtain the same thing and
00:10:08
that's why we talk about foro and stuff
00:10:10
like that those are all Envy driven kind
00:10:13
of um you know tactics now you say don't
00:10:17
get left behind your friends are already
00:10:19
experiencing the luxury and comfort of a
00:10:22
top rated vacation packages book now and
00:10:26
make them envious of your next getaway
00:10:31
so that's using Envy okay here you say
00:10:34
well if you don't grab this your
00:10:36
competitors might and you'll be left
00:10:38
behind you know statements like that you
00:10:40
know Drive
00:10:41
envy and then we have gluteny gluteny or
00:10:46
the desire for Indulgence and
00:10:48
excesses can be used to appeal to rther
00:10:53
cravings for pleasure and abundance this
00:10:55
approach is often effective in food
00:10:58
luxury goods and entertainment
00:11:01
Industries now here's an example
00:11:03
indulging the rich decent flavors of our
00:11:07
handcrafted chocolates treat yourself to
00:11:10
a taste of pure Bliss because you
00:11:13
deserve it now you're the you're playing
00:11:17
on the emotion on the emotion on the on
00:11:20
the emotion to become a gluten to you
00:11:23
know revil in and indulge in excesses
00:11:26
and stuff like that right
00:11:30
so here's greed is one that's very
00:11:32
common everyone wants to use it and you
00:11:35
find it very often so greed leverages
00:11:38
the desire for wealth success and
00:11:40
material gain so copy that appeals to
00:11:43
Greed often emphasizes Financial
00:11:46
benefits savings or the accumulation of
00:11:49
goods here is an example unlock
00:11:53
unlimited earning potential with our
00:11:56
investment strategies start today and
00:11:59
watch your wealth grow exponentially
00:12:01
don't miss out on the opportunity to
00:12:03
secure your financial future so any kind
00:12:07
of copy most of the copies you read that
00:12:09
talk about making money um we're going
00:12:12
to help you get 10 new clients you know
00:12:15
when you don't pay if we don't get you
00:12:17
10 new clients at $5,000 for client and
00:12:20
stuff like all those kind of statements
00:12:21
they all greed
00:12:23
related and to be honest some of it has
00:12:27
has been overused in in that you know in
00:12:30
that from that angle there are other
00:12:33
ways to apply grid that are more subtle
00:12:37
and trust me they work better because um
00:12:40
the market is sophisticated for most of
00:12:43
this you know kind of wealth related
00:12:45
stuff make money stuff so um if you just
00:12:48
make any direct promise it's not really
00:12:50
going to going to work very
00:12:53
well so fear fear can be an extremely
00:12:56
effective motivator driving readers to
00:12:59
take action to avoid negative out
00:13:01
outcomes this emotion is frequently used
00:13:04
in security insurance and health related
00:13:07
Industries so here is an example are you
00:13:10
protected from identity theft don't wait
00:13:13
until it's too late Safeguard your
00:13:16
personal information with our
00:13:17
comprehensive Security Solutions and
00:13:20
sleep easy knowing you are safe yeah
00:13:23
they're playing with with with the
00:13:25
emotion of fear and they're saying well
00:13:27
you don't want to wake up tomorrow
00:13:29
tomorrow and discover that your bank
00:13:30
account has been wiped out right and you
00:13:33
have to protect yourself so they play
00:13:36
with the emotion fear here and it's
00:13:40
going to work trust me now slots one
00:13:43
that's very very very um nice to use not
00:13:47
very common but um people in the
00:13:50
hospitality and uh vacation kind of
00:13:53
industry can benefit from this and also
00:13:56
software so here's what it says
00:13:59
um here's what slot is slot appeals to
00:14:01
the desire for convenience ease and
00:14:03
avoiding effort this can be particularly
00:14:07
effective in industries that offer
00:14:09
timesaving or labor saving products and
00:14:13
services so here is an example why spend
00:14:16
hours cleaning when you can relax
00:14:18
instead let our professional cleaning
00:14:21
service handle the chores while you
00:14:23
enjoy your free time could also be used
00:14:26
like I said for software so software is
00:14:28
the safe time you know while you're
00:14:30
struggling with monos work you know you
00:14:33
could automate all this stuff right um
00:14:38
software and other kind of products that
00:14:41
you know help to save time right like
00:14:44
canva Pro for instance you know instead
00:14:47
of um battling it's it's a waste of time
00:14:50
when you use the free edition so except
00:14:52
you know how to design really well but
00:14:54
if you want to take advantages of all
00:14:56
our tools the free icons images and all
00:14:59
the premium stuff then that will help
00:15:01
you save you know hours in in in design
00:15:05
then you should subscribe to to to the
00:15:07
Premium Edition right so that's slot and
00:15:10
let's look at another one
00:15:13
lost lost or the or the strong desire
00:15:16
for physical or sensual pleasure is
00:15:19
often used in Fashion Beauty and
00:15:23
lifestyle copy to create aure and
00:15:26
attraction now here is an example
00:15:28
unleash your inner beauty with a
00:15:30
luxurious skin care line feel confident
00:15:33
and irresistible with every use because
00:15:37
stunning skin is always in all right
00:15:41
nice rhyme okay but I just want to
00:15:43
emphasize that when you want to create
00:15:46
um you you want to create this desire
00:15:50
for physical or sensal pleasure you know
00:15:54
you want people to feel attractive you
00:15:57
want them to feel you know
00:15:59
as though they they're special you want
00:16:01
to make them feel special right your
00:16:04
your product promises to make them feel
00:16:06
special or your or your service promises
00:16:09
to make them feel special then you use
00:16:11
that to play on their emotions to make
00:16:15
your product more
00:16:16
attractive now here's despair despair
00:16:19
Taps into feelings of hopelessness and
00:16:21
urgency pushing readers to seek
00:16:24
Immediate Solutions to their problems
00:16:27
this can be effective in health Health
00:16:29
wellness and self-help industries of
00:16:32
course just like I told you about guilt
00:16:34
this is one emotion you want to use with
00:16:38
care you don't want to push people
00:16:41
overboard and you have to be ethical
00:16:43
okay so people who this emotion works
00:16:46
the most on are already feeling a
00:16:49
certain way and you know they they
00:16:51
they're in a mess right and so you want
00:16:53
to make sure you're using it ethically
00:16:55
so here is an example are you tired of
00:16:57
feeling Stu and unfulfilled our coaching
00:17:00
program offers a Lifeline to ReDiscover
00:17:03
your passion and purpose take the first
00:17:06
step towards a brighter future today so
00:17:08
someone who is you know feeling
00:17:10
depressed or feeling like their life is
00:17:13
going around in circles will be
00:17:15
attracted by you know a copy that has
00:17:18
tapped into that kind of Despair someone
00:17:21
who has relative who you know battling a
00:17:24
certain illness you know kid um
00:17:29
could be you know attracted by a copy
00:17:31
that has tapped into that kind of that
00:17:34
Despair and has used it to promote a
00:17:36
certain offer okay so that's the last
00:17:39
example that I have here so when you're
00:17:41
creating copy you want to have I mean
00:17:44
your ad copy you have your main emotions
00:17:46
and then you have supporting emotions so
00:17:49
you want to have one Primary Emotion
00:17:51
with which you
00:17:54
drive you know that anchors the over
00:17:56
acing strategy for your copy so that
00:17:59
could be fear that could be greed that
00:18:00
could be guilt okay
00:18:04
but you also want to support your copy
00:18:07
with other emotions here and there and
00:18:12
you will you will be able to do this and
00:18:13
select you know the emotions you're
00:18:15
going to be using when we talk about
00:18:18
your research okay so that's all for
00:18:20
this video I'll see you in the next one
