The purpose of any good sales copy is to make the reader want to buy the product or service you’re promoting. At the same time, you want to create an emotional connection to the reader so they connect with the message you’re conveying.
While there’s never any exact formula when it comes to writing persuasive sales copy, there are some tried and tested techniques that consistently serve up huge results for any marketer.
The Psychology Of Emotion
Because emotions play such a large part in our decision-making process, it’s important that you understand how to invoke them in your potential buyers. One of the most effective ways to do this is through the use of emotion words and phrases. When you write with emotion rather than logic, the results are more often than not going to be impactful.
When we talk about emotions in relation to marketing, we frequently think about the positive emotions that could be sparked by a marketing campaign. However, you also need to remember about the negative emotions that could arise from a marketing effort. Simply put, you don’t want your reader to feel indifferent or uninterested in what you have to say. Doing this can make them hit the back button on their mobile device right away and abandon your potential offer.
Subjective And Objective Language
One of the most effective ways to make your writing more engaging is by using subjective and objective language. Subjective language provides the reader with a way of experiencing what you’re writing about. For example, when you assign a sense of beauty to your writing, you’re going to end up with something that’s more enjoyable to read. When we call something beautiful, it simply means that we find it attractive or pleasing to the eye.
In the same way that subjectivity is a useful tool when talking about beauty, it can also be a helpful tool when referring to other types of qualities or aspects that your product or service might possess. Consider the use of words like:
- unique
- special
- amazing
- excellent
- premium
- top-notch
- first-class
- high-quality
Objective language gives the reader an understanding of the actual qualities of your product or service. When you assign a set of values to your product or service, particularly when these are positive values, you’re going to end up with sales copy that’s more appealing and memorable. We frequently use objective language when we talk about the features and benefits of a product or service.
The example below shows how the inclusion of both subjective and objective language serves to make the copy more interesting and engaging. In this case, the writer is talking about the educational value of a piece of software. While the product itself possesses educational value, the copy makes a good point by adding a layer of context and by using specific educational terms. This makes the reader more likely to understand and retain what they’re reading.
“The program’s easy-to-use interface allows for simple navigation and efficient retrieval of relevant information. This, in turn, aids students in becoming more independent and efficient in their academic work. Through regular interaction with highly qualified tutors, students are provided with the tools needed to succeed in their chosen fields. Students are also able to record their progress, which helps them monitor their learning and allows for continuous improvement. “
The key is to try and incorporate both kinds of language into your copy. A good rule of thumb is to keep half of your sentences in subjective language and the other half in objective language. This will make your copy more interesting and engaging for your reader. In the example below, the writer is using both kinds of language effectively. While the first part of the sentence is in subjective language, the second part is in objective language. This is a good use of both styles because it shows how the program’s design and features contribute to the educational process.
“Whether you’re an undergraduate or a postgraduate, you’ll discover a vast array of disciplines with which you can specialize. In order to better understand the requirements of each individual discipline, it’s essential that you gain extensive experience in a number of different areas. This way, you’ll be able to choose a career that’s suited to your needs and interests while also allowing you to contribute to your chosen fields through relevant and high-quality research. “
The inclusion of both subjective and objective language is a tried and tested technique that consistently results in better performance. As a marketer, you can use this information to inform your next copywriting project or to find new areas to research and write about.