Continued from page 1
Stuart J. Agres references Puto & Wells by describing this phenomena in his book “Emotion in Advertising: Theoretical and Practical Explorations”. Mr. Agres says, “A transformational advertisement is defined as "one which associates experience of using (consuming/owning) advertised brand with a unique set of psychological characteristics, which would not typically be associated with brand experience to same degree without exposure to advertisement" ( Puto & Wells, 1984, p. 638).
It is essential therefore, that your advertising copy transforms your prospects. You must be able to incite certain emotions in them they believe your product gives them. They must be made to feel they would not feel these emotions if your product was not in their possession.
Have you ever read sales copy that just swept you away? You look up from your computer screen, not realizing you have been mesmerized for last few minutes or so, carried away by great copy. It is usually a great story of some kind, with emotional curves in it, that sweeps you away from reality for awhile.
After reading this type of copy at least once in your life, you’d recognize good copy anywhere. We’ve all seen it. Words are so powerful, they can make us feel hurt, scared, happy, sad, or any other variety of emotions.
If you’ve ever read a Stephen King novel, you know what it’s like to be carried along by a writer. The fear you feel is so real, you sometimes have to pull yourself out of book to turn on a light in room to keep monsters away!
The best copy I have ever read is a personal story that travels along very quickly, telling a compelling tale that concludes with happy ending of why product was necessary for happiness or security.
Decide what emotion you would like your product or service to fulfill. Tell your prospects a wild tale filled with strong feelings. They’ll stick with you long after sale.
Lynne Schlumpf is Editor of Seed Your Web http://www.seedyourweb.com and the author of a new book "The Little Website That Could". The book's official site can be surfed to here: http://www.littlewebsitethatcould.net