Final week, I introduced a brand new webinar on writing microcontent and conversion copy. (In the event you missed it, All-Entry Move holders have entry to the handouts and a recording.)
I talked about how two huge classes of feelings — concern and want — inspire plenty of what we do.
Worry isn’t nearly being scared, but additionally consists of issues that produce fear and anxiousness. Worry can appear like issues, questions, roadblocks, anguish, injustice, issues we wish to keep away from, and issues we’re afraid we would lose and due to this fact need to shield.
In case you are addressing fears in your copywriting, you may use language like
- Are you uninterested in . . .
- You’ll be able to cease this.
- Be a part of the combat to . . .
- Assist shield good X from unhealthy Y
- In the event you don’t do something/one thing, it’ll simply worsen
- Don’t let this occur . . .
On the extra constructive facet, want also can appear like many alternative issues too, together with hopes, desires, pleasure, consolation, what we wish to get, and what we might acquire.
To attach to wishes in your writing, you may use phrases like
- Would you want to . . .
- Have you ever ever wished to . . .
- It’s simple to . . . Right here’s how.
- Think about that . . .
- What most individuals do is . . .
- What if . . .
- You’re standing on the crossroads . . .
In case you are struggling to give you messaging, suppose first concerning the particular person you might be creating that messaging for. What are their fears and wishes, broadly outlined? That may allow you to get heading in the right direction together with your messaging choices.
