Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.

Written by Walter Burek

You have permission to publish this article electronically or in print, free of charge, as long asrepparttar byline atrepparttar 108171 end of this article is included. A courtesy copy of your publication would be appreciated.

Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.

Conventional wisdom has it that business-to-business advertising must be jam-packed with facts. But today,repparttar 108172 facts are not enough.

All advertising copy consists of two elements: What is said and how it's said. What is said isrepparttar 108173 rational part ofrepparttar 108174 message --repparttar 108175 claims and benefits that result from careful positioning and strategy. How it's said isrepparttar 108176 emotional element --repparttar 108177 look ofrepparttar 108178 advertising, andrepparttar 108179 charm, humor, nostalgia, empathy, sense of security, beauty, or sense of style and quality that is conveyed.

Knowing when and how to use emotion isrepparttar 108180 most important part of a copywriter's and art director's job. Because, whether we like to admit it or not, most purchase decisions -- greeting card or giant machinery, new car or new factory roof -- are made for emotional, not rational, reasons.

A Couple Of Definitions. We've been told that emotion is probably best defined byrepparttar 108181 observation that emotions are feelings. How important is that? Very. Because feelings are everything in people's lives. They dictate where we live, who we live with, who our friends are, what we read, what we eat, what we drive, where we go on vacation, what we laugh at, what we cry about and what we want out of life. And they tell us what to buy, when to buy, where to buy, and who to buy from.

We've also been told that a definition of communication isrepparttar 108182 interchange of ideas between two people. But, in advertising, we have to go beyond that. Our business must berepparttar 108183 interchange of feelings between two people. We have to make people really feel something aboutrepparttar 108184 products and companies we advertise. Otherwise, they won't buy. And if they don't buy, we've failed. So,repparttar 108185 simple truth ofrepparttar 108186 matter is: The only advertising that works is advertising that makes somebody feel something. Four Thoughts, No Rules. Explaining how to use emotion in advertising is difficult, if not impossible. It all depends onrepparttar 108187 situation andrepparttar 108188 abilities ofrepparttar 108189 people involved. But here are some things that may help putrepparttar 108190 subject in perspective.

Businessmen And-Women Are People, Too. Some will argue, especially in today's downsized work environment, thatrepparttar 108191 businessperson is besieged, harried and overworked. And all they have time for isrepparttar 108192 facts. True, perhaps. But it is also true that they are being constantly being bombarded with information at every turn. Which means that if your advertising is going to be successful -- if it is going to stand out fromrepparttar 108193 clutter -- you better deliver it in an emotional envelope. Whether you're a man or woman, working man or working woman, prudent veteran, or a kid just out of school isn't important. Emotional advertising has a universal kind of communication that works. Warmth, humor, charm, flair -- these are things we all relate to, respond to. Emotional advertising transcendsrepparttar 108194 demographic position ofrepparttar 108195 reader or viewer. People in all walks of life respond to wit, to being talked to in a flattering and friendly way, to being liked. People like advertising that makes them feel good -- about your product, about your company, about themselves.

3 Strange And Twisted Copywriting Tactics!

Written by Larry Dotson

1. You can build credibility with your prospects by telling them you can't solve all their problems, but you can solve a percentage of them.

For example:

My product can't eliminate all your problems, but what if it could take away 97.5% percent of them. How much better would you feel?

With this technique you wouldn't be making those unbelievable claims. Your prospects would know for sure you're not lying to them. It will increase your credibility and make them confident enough to buy your product. Using a percentage makes it easier for your prospects to understand just how much better their situation could be.

2. Stun your prospect by telling themrepparttar negative things they are probably thinking about your product or business. Then tell themrepparttar 108170 negative effects of thinking negative about your product or business.

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