How to make Your Copywriting Speak to Client Feelings

A Human Being is Hard-Wired to Love a Good Story

Photo by Brett Jordan on Unsplash

Copywriting is a powerful communication tool. It was a basic form of writing back in the heyday of Madison Avenue, it found its power in dominating a whole page in the Sunday magazines of the 1970s where you could read about a gadget that you couldn’t live without.

Today, it’s still the most powerful form of marketing that convinces readers that if they don’t buy a particular service, or this or that product, they’re going to miss out on something where everybody else is already enjoying the benefits.

It works, copywriting. It can be the written word, video, or podcast, that isn’t the point. It’s the power of the content that makes all the difference.

It’s not easy to hit all the right notes and sing the song. To lull a buyer into clicking on a “buy” button is a tough game. But if you practice enough, your skills get better and your persuasive powers begin to glow like something magical.

Copywriting is about telling a good story. People love stories, they will sit a read for hours and days — right through to the end.

There’s just one thing that is important. It better be worth their time to read, and that means it should immediately connect with the reader’s emotions of fear, anger,want and longing, and many other normal everyday feelings that make the world go round.

There is another element to copywriting that many writers forget to include into their sharply focused skill set, without it the best copy will fall apart at the seams and be no better than last Saturday’s news, soggily drifting along a the gushing gutters of the internet.

A good copywriter should work like a magi about to do some powerful magic. To cause a change in the minds of anyone who comes into contact with your magic dust.

Ideally, the reader will be transformed into a believer , see the light, and no longer be able to resist the temptations of pushing a button to buy the product. The next step, they gleefully look forward to receiving the product. That’s what they are looking for…