Tip people off the fence with these ‘secret’ emotions
Easy Read
Emotion rules the roost in copywriting.
And how do we learn about prospect’s emotions?
Research.
Scrolling Quora, Google, reviews, comments — all ways for us to understand how our prospects feel.
Those old tidbits of fears, wants, and desires poke out like meerkats from the ground. We mine whatever valuable ore we can — then, we write.
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But the problem is, traditional research only burrows so far.
And actually, the emotions that truly connect with a reader, the ones that are responsible for making the sale … well they live in a foreign land.
(I’ll take you there in exactly 324 words)
First, I want to share this story with you.
I’m a broke University student, scrimping the pennies for a weeks groceries.
This was years ago.
I was out of coffee and needed a crapton to function. Luckily I had enough in the piggy bank to pick up the good stuff.
The five level intensity roast with the filthy rich crema. (You know the one.)
But the night before grocery day I gave up that option for, dare-I-say it, the everyday value mud.
Gahh, the watered down horror!
Best thing is, I gave it all up for a beanie at local market. From some company I’d never even heard of.
The fuel I need for my all-nighters got replaced with coarse granulated sludge.
For. A. Beanie.
Must have been wearing my clown shoes that day.
Looking back though, something else was at play. Something powerful.
There was nothing special about the hat.
Sure it was brightly coloured with a little pom on top. But my coffee would be the difference between me finishing my Uni work or passing out on my laptop.
The brand pulled me in though. They drew out emotion in me that no amount of research could have.
An unspoken emotion that only I knew about.
The girl at the stall explained their philosophy of ‘Wear one, share one.’
A mission that sees them donate a piece of clothing to someone experiencing homelessness with every item bought.
“OHMYGOSHINEEDTOHAVEABEANIERIGHTNOW!” I said
As a broke student I was always looking for ‘cheap’ ways to give back. Tackling homelessness was a cause I aligned with. I even volunteered at my local shelter.
I felt compelled to help. To buy the beanie. They triggered my unspoken desire to help people. (Damn snakes)
They did something else too. By wearing the hat, people could see I supported the cause. That ‘old clown shoes’ here helped a homeless person get some clothes.
How amazing am I!
And with that, we arrive at the foreign land.
A lush green paradise with white sandy beaches and crystal turquoise waters. Miles away from traditional research.
It's the island of Unspoken Desires.
About now you’re probably wondering what the heck these secret, silent emotions are.
They’re the deep thoughts and gut feelings humans have that you won't find on any dot com.
It's the stuff that we're too embarrassed to own up to. Our TRUE world-views that may not be socially or politically accepted. That may make us look like imperfect people.
We don't want to admit them, but they drive us from within.
For example:
Say you’re selling a pain relief supplement. Well … your potential prospect might say they're looking to end their agony. But really they’re buying because:
They can’t stand the humiliation they feel in front of friends and family because of the grunts of pain they make when moving.
They want to stop snapping at the people they love because they’re frustrated with the pain they’re in.
They want to walk pain free and go on that dream trip abroad and return with stories from their travels.
Tap into those deep-seated wants. Help them fantasize about how life could be better. Speak to their very humanity.
Crap, I missed something important. If these desires are ‘unspoken’ how the devil do we know what they are?
Say friend, have you ever heard of imagination?
“I can’t base my copy on iMaGinAtioN”
Say again friend, have you ever heard of Albert Einstein?
Well he says “Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.”
And he was very smart.
The thing is, your prospects aren't going to scream their desires in your face. But that doesn't mean they don't exist. Private wants don’t need to be explicitly stated for us to tap into them.
How the top pro’s get wind of them is by paying attention to people and learning from every interaction. Take a genuine liking to those around you. Friends, family, idiots and clowns.
Like psychology class, but on the ground, not in a lab.
Study people. Understand what detonates them from within, and use that to sell like mad.
Ps. You can check out the beanie brand here.
