Emotional Triggers In Copywriting: Tapping Into Reader Psychology
by Abdul Aziz Mondal Services 12 April 2023
Everyone likes to think they’re being rational and logical when making decisions. But the truth is, most decisions are made unconsciously involving emotions. The copywriting services will be perfect for sharing your thoughts among the audiences.
So, what does this mean for marketers and copywriters?
It means you must craft content triggering emotions so the audience is swayed toward taking the desired action. However, choosing the words carefully is essential because people can turn them off in a heartbeat if they feel manipulated.
What Is Meant By Emotional Triggers In Copywriting?
Emotional triggers are phrases, words, pictures, or stories that evoke specific types of emotional responses in the audience or reader.
For example, copywriters use emotional triggers like a sense of urgency, fear, or hope to create interest, capture attention or inspire action. Emotional triggers like empathy or gratitude are also used to create brand loyalty.
Besides being a well-researched, informational copywriter, one must also have the skills to sway the readers’ emotions. If you need help starting your copywriting career, you can read this article.
Understanding The Importance Of Emotional Triggers In Copywriting
As mentioned above, people make decisions with their hearts. Presenting a piece of content with only facts and figures will not appeal to customers. The content must poke at the pain points or offer solutions to the most common problems faced by the readers.
If the content doesn’t tug at the audience’s hearts, it will not help improve the conversion rate. That’s why emotional triggers in copywriting are essential.
What Are The Common Types Of Emotional Triggers?
|Trust||Authentic, proven, guarantee, rely on, believe, depend, reliable, admire, trustworthy, scientific|
|Fear||Panic, warning, disaster, danger, emergency, urgent, risk, threat, nightmare|
|Happiness||Delight, cheer, smile, pleasure, happiness, celebrate, joy|
|Guilt||Guilty, shame, regret, remorse, apologize, responsible, fault|
|Curiosity||Puzzle, mystery, uncover, discover, explore, secret, reveal|
|Desire||Aspire, hope, crave, want, need, dream, wish, inspiration, anticipation|
|Anger||Tantrum, violent, offensive, retaliation, fury, scandal, despicable|
|Sadness||Heartbroken, grief, troubled, shame, envy, tearful|
|Surprise||Terrific, breathtaking, jaw-dropping, awe, astonishing, mind-blowing|
|Exclusivity||Customer rewards member, limited time only, for members only, one per customer, for the discerning customer|
|Greed||Six-figure, massive, fortune, jackpot, frenzy, whopping|
Note: It is critical to use the trigger words responsibly and ethically by copywriters. Also, copywriters must use these emotional trigger words after understanding their audience and knowing their pain points.
How To Use Emotional Triggers Effectively In Your Marketing Copy?
Be its website content, email copy, or social media post, copywriters must remember these tips before using emotional triggers in their copy.
Know Your Audience
The importance of knowing your audience cannot be emphasized enough. No matter what copy you write, the first tip of copywriting is to know about your audiences, do the research, and know who is trying to reach your content.
Knowing the trigger for which the buyer persona is drawn, you can better create a copy that appeals to your target audience. Also, it stops you from using the wrong trigger words and making your audience uncomfortable.
Therefore, accurately conduct research on knowing your audience and create a buyer persona to understand the emotions driving your target audiences’ decisions.
Don’t Be Too Loud
In copywriting, you must be careful not to come on too strong. While you are appealing to strong emotional triggers, be subtle about it.
If you are crudely trying to hammer your message into the minds of your audience, your content will be rejected, and the audience will deem the content unworthy of their time.
Emotion-stabbing content will not draw the audience toward you but drive them away.
Understand The Emotional Triggers
Don’t use emotional trigger words just because you have to. Instead, understand their meaning and include them in a relevant context.
The strongest emotions are those that speak to someone’s heart and soul. Therefore, understand guilt, trust, fear, happiness, anger, and love. These emotions have been ingrained in everyone since childhood.
Sometimes, you can trigger negative emotions like greed, anger, and fear. However, negative emotions are not always bad if they’re used correctly. For example, guilt is the most-used emotional trigger of several charitable organizations. The more guilty they make people feel, the more donations they receive.
Speak The Language Of Your Target Audience
If you attempt to evoke emotions in the readers using fancy, bombastic language, the results may not be as you had hoped. People don’t respond to such difficult words, and it doesn’t speak to their core.
It would be best to use simple, short, and easy-to-understand words when trying to get an emotional response from your target audience. For example, the language used must be conversational, like talking to family or friends.
The Bottom Line
The best marketing copy is one that successfully triggers emotions in readers and compels them to take specific, desired actions. If you know your audience well, you know what appeals to them, making it easier to convince them.