Subtle Emotion - The Key To Copy That Works
by Karon Thackston © 2005 http://www.marketingwords.com
Say the word “emotion” to a man, and he’ll immediately jump out
of his seat and run from the room! Utter the word “emotion” to a
woman, and she begins to conjure up thoughts of romantic, long
talks centered around feelings. However, speak the word
“emotion” to a copywriter and s/he should see dollar signs. Why?
Because a good command of subtle emotion is the 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 the end user feel classy and sophisticated.
He wants the 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.
———————————
Obvious emotion tells readers what they will think, see or feel.
This approach is clumsy and awkward and rarely has the result
the client is looking for. On the 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.
———————————
As peaceful and charming as a Sunday afternoon on grandma’s
front porch, these metal gliders are recreations of the WWI
originals. Rock the afternoon away with a big glass of lemonade
and a little nostalgia wafting through the air like a gentle
summer breeze.
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Spend lazy days and restful nights in this poster bed dreaming
about romantic interludes. Finished with Gabon mahogany veneers,
your bed has reed posts, a removable canopy frame and a louvered
headboard reminiscent of a shuttered window.
———————————
Do you see what’s happening in the copy examples above? No one
came right out and said, “Your table’s gonna look real classy if
you use our silverware,” but the notion is there. From the
description given, you pick up on the fact that this silver will
do more than make your table look good. It will make you look
good in front of your guests and give you a little boost of
confidence due to all the compliments you’ll receive.
The metal glider chair copy never said your blood pressure would
be reduced as you sat on your porch de-stressing from a long,
hard workweek, but that’s the distinct impression you get from
the copy, isn’t it?
And the poster bed? Just the mention of the materials (Gabon
mahogany, reed posts) and romantic interludes gives a feeling
that this bed is something special, although the copy never
actually says so.
By using subtle emotion, by painting a picture of what the
customer will get from these products, by incorporating them
into the customer’s everyday life, you - as a copywriter - are
able to pique interest and increase sales. Ah! The power of
words!
