Leveraging positive emotions in the copy can help marketers inspire readers and encourage them to complete purchases.
There are several ways marketers can use well-crafted, well-thought copywriting to convince readers towards certain goals and boost sales. But above all, marketers must use their copy to generate emotions. Consumers often finalise their purchase decisions based on their emotional response to a brand’s propositions.
For instance, negative language sentiments like sadness and fear caused conversions to drop. But, positive keywords boosted conversions. Similarly, brands can even highlight some of the risks customers undertake by purchasing their product.
While many may consider highlighting product risks counterintuitive, subtly telling readers about the products’ risks can help grab customer attention and position products as vital solutions to their problems. However, marketers must ensure they maintain a consistent voice throughout their content on their website and use simple, easy-to-understand language.
[9 minute read]
