by Karon Thackston © 2005 http://www.marketingwords.com Say
word "emotion" to a man, and he'll immediately jump out of his seat and run from room! Utter word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak word "emotion" to a copywriter and s/he should see dollar signs. Why? Because a good command of subtle emotion is key to copy that works.
The Difference Between Subtle and Obvious Emotion
Confusing obvious and subtle emotion is a common mistake among copywriters. Let's say your copywriting client tells you his product should make end user feel classy and sophisticated. He wants copy you write to convey that message. What happens when writing with obvious emotion is this:
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Our silverware patterns will make you feel classy and sophisticated. They will decorate your table in an upscale manner so you and your guests will think you're in a fine-dining restaurant.
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Obvious emotion tells readers what they will think, see or feel. This approach is clumsy and awkward and rarely has result client is looking for. On other hand, subtle emotion has a much greater appeal. Why? Because it deals with imagery. When you show people, rather than tell them, how they'll feel or what will happen after they buy your product or service, you evoke core emotions rather than shallow feelings. Here are several examples of subtle emotion at work:
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Graceful and elegant, these silverware patterns are sure to bring compliments from your guests. With an exceptional display of taste and style, you can adorn your table with distinctive stainless or sterling silverware that highlights every element of your table setting.
