Whether reading literature, news reports, or advertisements, everyone has had those moments of reading an unexpectedly powerful passage that moved us deeply and emotionally by causing shivers down the spine, lumps in the throat, or a swooning heart. Writing copy that aims for the heart, or the emotional response, is the number one way to form an immediate and lasting bond with your readers, clients, or prospects that you can use to communicate your unique and valuable message. When you’re able to provide content that has moved people in this way, you are establishing a deep connection that allows readers to remember you as a fellow human being who cares about the same things that they do for some time to come. Most prospects are really looking to be inspired by some emotional connection that affects them deeply.
The best example of the power of writing copy that solicits an emotional response is found in brand marketing. When a soft drink consumer enjoys a Coca Cola, they aren’t necessarily thinking about carbonated water and high fructose corn syrup. They are more identifying with all of the positive experiences they either have had or anticipate having in association with the product. There is an emotional response associated with people enjoying things like summer fun, quenching thirst after a sporting activity, a hot day at the beach engaged in a rigorous game of volleyball and frolicking in the water. These are the sorts of messages that good copy writers create in their advertising copy that aims for the heart and ultimately that emotional response.
The most important thing to learn in writing such dynamic content is also one of the most basic fundamentals in sales: believing in your product. In this case, your product is your message, the reason that you’re writing copy. Ultimately if you don’t believe in your message, then your customers will sense that.
Consider starting off the way professional advertisers do. Before ever getting started do some brainstorming on why it is that a prospect would be inspired about that product. Really take the time to get into their shoes as it were and find that same inspiration in yourself. Really getting fired up about the product and what it can do for YOU the customer will help you to confidently inspire others to take action. You will have touched them at their very core. You will be aiming for their heart and subsequently touching their desires with an emotional response.
Once you have your drive and inspiration, take a break, go for a walk, put some distance between you and your focus. Then return later to make sure that that fire and inspiration is still there. Whatever resonates with you the most, that’s the heart of your copy. Take those images and craft them into copy that explains how your message is so integral to the basic emotional center and inspiration of your work. Do this, and you know that you’ll be writing copy that aims for the heart.