Emotional Copywriting: The Psychology Behind the Persuasion

By Emanuele M. Barboni Dalla Costa

“Emotional Copywriting: Ignite Your Readers’ Desires”

Welcome to the enchanting world of “Emotional Copywriting,” where your words hold the power to captivate, persuade, and ignite deep desires within your readers. In this transformative guide, we will unravel the secrets of intercepting unconscious desires and leveraging emotions to create copy that your audience won’t be able to resist.

Chapter 1: Understanding Emotional Copywriting

Step into a realm where curiosity becomes more than just a fleeting thought—it becomes a driving force behind every sentence you write. Unlock the true potential of independence by empowering your readers to take action in ways they never thought possible. Transform their desire for power into an insatiable hunger for your message.

Chapter 2: Interception Techniques

Learn how to tap into their inherent needs and create an irresistible offer. Discover techniques for sparking curiosity, fostering independence, fueling their desire for power, showcasing savings they can’t resist, and establishing connections on a deeper level.

Chapter 3: Triggering Emotions

Navigate the triggers of competition, family ties, idealism, honor, and social contact—each one offering endless possibilities for captivating storytelling. Make them feel exceptional by appealing to their sense of status. Offer tranquility amidst chaos and motivate them through exercise. Awaken their hearts with romance while providing moments of serenity in a chaotic world.

Chapter 4: Persuasive Techniques

Strike a perfect balance between logic and empathy as you justify your message with compelling narratives that engage both hearts and minds. Master the art of urgency, comparison, figures, CTAs (Call-to-Actions), and thought-provoking questions that guide their every step.

Chapter 5: Trifecta Neuro Affective

Deepen connections through emotional engagement as you incorporate testimonials that build trust and social proof. Customize messages to speak directly to each reader’s soul.

Chapter 6: Text Structure, Types, Concepts

Unleash your creativity by exploring different text structures, types, and concepts. Overcome writer’s block with innovative techniques that keep your writing flowing effortlessly.

Chapter 7: Writing for the Web

Stand out in the vast ocean of the internet with strategies tailored for online success. Overcome common challenges, work with securities to protect your content and ideas, and boost visibility through SEO copywriting. Engage and inspire audiences on social media platforms through captivating storytelling.

Chapter 8: Online Storytelling and Effective Communication

Craft an emotional message that resonates deeply within your readers. Define value propositions that leave a lasting impact. Choose the correct language register to connect effectively with your audience.

Chapter 9: Web Content Editor

Streamline your writing process as you learn how to be concise yet impactful. Understand ideal post lengths and enhance readability with simple verbs, active forms, and string text.

Chapter 10: Ask Engaging Questions

Stimulate interaction by asking thought-provoking questions that encourage active participation from your readers.

Prepare to embark on a transformative journey where words have the power to move hearts, change minds, and revolutionize your writing technique forever. With “Emotional Copywriting,” you will discover the keys to crafting persuasive, creative, in

• Language: English
• Publisher: Arcadia Publishing
• Release date: Feb 27, 2022

Book preview

Emanuele M. Barboni Dalla Costa

Emotional Copywriting: The Psychology Behind the Persuasion

Copyright © 2022 by Emanuele M. Barboni Dalla Costa

All rights reserved. No part of this publication may be reproduced, stored or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission.

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Contents

Introduction

What is Emotional Copywriting?

Intercepting Needs: Curiosity, Independence, Power, Savings, Acceptance

The Triggers of Competition, Family, Idealism, Honor and Social Contact

The Triggers of Status, Tranquility, Exercise, Romance and Serenity

Goals, Objections, Targets, Storytelling, Justifying with Logic and Empathy

Emotional and Logical Techniques: Urgency, Comparison, Figures, CTAs, Questions and Guide the Reader

Trifecta Neuro Affective, Emotional Engagement, Testimonials and Message Personalization

Text Structure, Types, Concepts, Scaling and Creative Block Techniques

Conclusions

Writing for the Web: How to Be Read in the Ocean of the Internet".

Online Writing Challenges

Working with Securities

SEO Copywriting

Social Media Storytelling

Introduction to online storytelling and fields of application

Emotional message, value proposition, and narrative processes

Choose the correct language register

Web Content Editor

How Long Should a Post Be?

Simple Verbs, Active Forms, String Text

Ask Engaging Questions

Introduction

Intercept unconscious desires, leverage emotions, and craft effective copy that audiences won’t be able to miss.

The tiny (but incredibly powerful) manual that has already ignited the intuition of over 500 students. Revolutionize your creative and business writing technique in just over an hour: discover the primal needs of any reader and intercept their unconscious desires through the strategic and psychological use of your words.

What is Emotional Copywriting?

Emotional copywriting is a writing technique that leverages certain needs that are common to all human beings. It can fit into the category of persuasive copywriting.

Let’s say it right now and without shame: it’s not true that if you learn to write emotionally you’ll get results. At least not always. Because at the base of communication, even and above all commercial communication, there must always be a value, a product, something really valid.

FOCUS: If you have something really useful to communicate, you can apply the rules and everything you'll learn in this book to improve the impact of your communication.

But let’s start at the beginning.

Has it ever happened to you to make a compulsive purchase? To see a product, online or in a real store, and for a strange astral conjunction (price, copy, desire) to buy it without thinking twice?

Have you ever wondered what really motivates us to buy this way?

Here’s the kicker: there are triggers and drivers that stimulate our minds in specific situations.

When faced with a good product that has a good price, an exceptional copy can really make a difference. Just as a good visual, i.e. good photography, good visual content that stimulates the sale of our products or services can make a difference.

Let’s take for example an article on Amazon: the copy part will be composed of a title, a description, technical specifications and user reviews. A good copy will cover all the part of the technical specifications; of the headline, the title, which is perhaps the most important part because it must attract attention; of the bodycopy, that is the description of the product itself, which can be short or long (and in any case optimized for search engines).

It’s good to remember from the beginning that when we write a commercial text we can’t apply all the rules of copywriting, we can’t insert all these activators all the time: it wouldn’t be pleasant to read and would result exquisitely advertising.

The first piece of advice I can give you is sell without offending: never push too hard on the accelerator of the sales pitch but put yourself in the shoes of the potential buyer and answer in advance his questions, his doubts, exciting him. Always ask yourself: would I read this text willingly?

Everything must be exquisitely balanced. The goal is to achieve a balanced, readable and pleasant text that doesn’t veer too much towards advertising, but isn’t too technical and cold either.

FOCUS: we must learn to balance our words, to break up the text following a logic in order to make each of our writings a galaxy that can be navigated pleasantly and that, over the course of the reading, responds to the needs of the client.

Let’s face it: if the product isn’t in the audience’s grasp, you can make a killer emotional copy but the customer won’t buy. Because there are many other levers prior to purchase, and we can’t always control them.

Just think about when you