Tapping into your customer’s emotions is one of the best possible ways to reach their wallets. That may sound a little unpleasant to your customer but, it’s true.
Famous writer Dale Carnegie once said, “When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”
Fear is one of our basic emotions that gets our blood pumping. For that reason, marketers play into fear as a motivator all the time. Once you invoke a fear, you can then show your customer how your product or service is the solution.
Think of any product being sold and consider its marketing campaign. From insurance to cars, a little bit of fear can be injected into the sales message. Though, it’s often done in a subtle way.
Take this print ad from Mercedes-Benz as an example. It’s a luxury car company, but it uses fear in this ad campaign when talking about getting your car worked on. The tagline, “Unofficial service can be dangerous,” with a shadow of a dinosaur behind the wrench gets the point across nicely. And, the word dangerous evokes an emotion of fear of what could go wrong if the customer doesn’t use an official Mercedes-Benz mechanic.
Check out another example by Bayer Cropscience Trimax, an insecticide company. Its tagline, “You’re Not The Only One Who Can Suffer From Stress,” with a picture of a cotton ball, is a clever way to connect to an emotion its audience may have. A farmer wants his crops to thrive. So, in this case, playing into the fear of a bad crop makes for good sales copy.
Bringing up the reasons your customer should want to buy your product or service should be front and center in your sales copy. And, using words that bring up fearful emotions can help you make your point.
Check out our list of fearful words that will play on your prospect’s emotions:
Sitting down and actually weaving fearful words into your sales copy, however, isn’t as easy as it’s made out to bet. How would you feel if I told you there’s no need to stress yourself out over it? That you don’t need to make the mistake of guessing how to write sales copy that converts?
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