“We see that every external motion, act, gesture, whether voluntary or mechanical, organic or mental, is produced and preceded by internal feeling or emotion, will or volition, and thought or mind.” – Helena Blavatsky, Born Aug. 12, 1831.
In the field of copywriting, there are a ton of tactics that are meant to help sellers convey key information about the product on offer.
Features. Benefits. Fascinations. Testimonials from happy customers. Endorsements from famous celebrities. Money-back guarantees. Limited-time bonus offers.
All that junk, lol.
But the thing you should really know if you want to move people to action is that it's a lot simpler than building up a big pile of information and facts and expecting prospective buyers to give a crap.
You only need to find a loose emotion you can connect your desired action to, wind it up, and watch them dance for you.
Anger. Jealousy. Indignation. Fear. Love. Loyalty. Faith. Lust. Power. Greed.
Stir the internal state.
Create an emotion that aches for an action to fulfill and appease it. Such feelings have a terminus. They need to reach their end point in order to be released, the same way hunger won't go away until you eat.
It’s about attaching an unfulfilled emotion to the BEFORE state, and promising to release that emotion with a purchase – simply by showing what the AFTER state will be like.
Every product solves a problem, so how can you describe that problem in terms of how it makes people feel bad?
After that, all it takes is a simple explanation of how buying whatever it is will help them satisfy the emotional desire you've stoked.
How does purchase and receiving the solution replace that negative feeling with a good one?
They'll pursue whatever seems closest and easiest at relieving the unpleasantness of an emotion that has nowhere else to go.
And it doesn’t always have to be negative/pain/anger etc. Even happy emotions rattle around in our minds and hearts, demanding an external outlet so we can exorcise them.
And buying stuff works for that. Scratches the itch. Soothes the agitation. Feels better.
And it's miles easier than trying to use words alone to make whatever crap you're selling sound appealing on its own.