Unleash Copy that Vibrates with Prospects and Triggers Action

Emotionally driven copy can skyrocket engagement, build up brand loyalty, create a community and boost your revenue.

by Monica Di Santi

April 2, 2025

In a short-span attention society, bombarded with advertising all day long,

the creation of a lasting heart to heart connection with your prospects is essential

to succeed and create a community around your brand.

How can you achieve this goal?

Easy.

Adopt an emotional marketing approach.

Most people think decisions are rationally made but they are heavily affected by emotion.

Research informs that about 70-95% of our decisions are determined by emotional elements rather than rational ones. 

Emotions propel consumer engagement, build brand loyalty, affects purchasing decisions and nurture long-term relationships.

With this in mind, use the emotional approach in your business communication to maximize impact.

Writing emotionally driven copy not only evokes feelings and create a deeper connection with your prospects but also makes your business thrive.

It’s a win-win line of action.

What is Emotional Copywriting?

Emotional copywriting is a writing approach that makes your writing resonate with your audience and trigger action.

Emotive copy combines words and phrase wisely to trigger passion for your product and elicit a quick response.

Sensory language and storytelling are excellent tools to give life to this type of writing. It conveys feelings, trigger emotional responses, and create a lasting impact on readers.

Why?

Because you're addressing issues they care about.

**Appealing to emotions in copy can transform a simple message into an effective message

that inspires and persuade the reader.**

Wow!

What a difference.

What are the Components of Emotional Copy?

Know your Audience Well

To be successful writing emotional copy you should know your audience deeply.

Demographic info such as names, ages and education is not enough.

You have to dig deeper.

Gather data about what problems they have, what makes them stay up at night, what type of solution they are looking at.

Research prospects to know their interests, fears and dreams. Determine the emotions and stimulation that make your audience active.

Then, and only then, you can start talking to their heart.

Speak their Language

Language is part of a person's social, cultural and personal identity.

The way people speak reflects their background, education, social status, and even their personality.

Your way of speaking even shows how you see the world.

have you ever thought about it?

The level of education may be reflected in the type of language they use. Is it formal or informal?

The presence of slang or jargon in people's talk may indicate they belong to a specific group such as business men, bankers, gangs and political preference..

To reach their hearts you must be one of them. Discover what stories, pictures and words resonate with them.

Use Sensory Language

Remember the old show, don't tell rule?

That's exactly what you have to do to bring your prospects into your words.

Write vivid descriptions of a context in which your product works best and engage your reader.

If you sell ice-cream, describe a scorching a summer day, in which your ice-cream will bring the audience relief.

On the other hand, if you offer skiing clothes such as snow pants and coats,

paint in words the chilling cold wind that freezes your body reddens your face in the mountains.

Then, follow to depicts how your skiing products keep those who wear them warm and dry.

A professional picture may do the job too together with a caption.

Choose your words wisely and always use verbs in active voice to strengthen their message.

Some words evoke fear such panic, tragic, dreadful, apprehension and dark.

Other words suggest happiness such as love, smile, kiss, together, holidays, party.

Storytelling

Storytelling techniques are powerful because the human brain is wired that way and people pay attention to them.

Storytelling is evolutionary.

In the old times, people gathered around the fire to tell stories and so,

the audience learnt what to do and what to avoid to keep themselves safe.

Tough times!

Today, you can use storytelling to your advantage.

**Create a story about your brand in which your audience is the hero.

Being the main character in your story, prospects see themselves profiting from your product or service easily.**

You can also include metaphors, anecdotes and customer's successful stories in your text to make your message resonate with prospects

Visual Elements

Pictures speak louder than thousands words, right?

So, for that reason,

It's a good idea to enhance your emotional message with photos and videos.

Pick relevant, high-quality photos that tell a story, while boosting the principal message.

Include images to visually exhibit concepts, benefits, or bring to mind emotions.

Visuals and words are powerful components of an emotional message.

Tricks to Embed Emotional Trigger in your Copy

Curiosity

Curiosity is craving for understanding and getting the right information to move ahead.

This may occur when a cliffhanger turns up at the end of chapter, leaving the story unsolved at a difficult moment.

This situations triggers an emotional response such as excitement, fear or frustration.

While curiosity itself might not be an emotion, it's a driving force that triggers an emotion.

Curiosity is usually used in headlines to create interest and lure the audience into reading what's coming.

Example: Discover how to lose weight in only three weeks eating all the food you crave.

Desire

Desire is wishing to get something or wanting something to happen.

Desire is an important emotion as the most basic activities in life are triggered by desire such as the desire to eat, sleep, feel protected.

This emotion is quite important

**In selling, desire plays a pivotal mission because it's a driving force behind the scene,that pushes motivation and decisions

turning a need or wish into a tangible action.**

How can you use desire in your copy?

Easy.

You have to speak about the benefits your product offer beyond solving a certain problem.

Does your product help client to lose weight but at the same time they benefit from a lovely figure and feeling sexy?

If the answer is YES, their desire will skyrocket and they'll be more inclined to buy from you.

So, tie the benefits of your product to the positive transformation their lives will undergo when using that product.

Fear

Fear is a powerful negative emotion but also triggers action.

Present prospects with all the consequences of not solving that problem right now.

The situation will certainly turns worse if they don't do anything.

When you sell life insurance, you get a suitable prospect if they care what will happen to the family after his death.

Will they be able to pay your funeral and burial?

Will they have enough money to go on with life expenses?

This kind of fear will trigger action in the right prospect.

Urgency

Urgency is a serious and steady need, a pressing situation you have to do something about it quickly.

Urgency prompts you to rash a decision without much thought, while experiencing strong emotions.

When you see an offer that lasts for limited period of time, you're triggering urgency in your reader.

Most people consider they can't miss such a good offer and so, emotion ( energy in motion) triggers the action of purchasing that product soon.

Conclusion

Emotionally driven copy can determine engagement, brand loyalty, brand community and revenue increase.

This stirring copy is also a wonderful approach to humanize your message, reach out showing empathy and understand of your audience 's problems.