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How to include emotion in copywriting

Emotions help us to interact with the world and make decisions. If you incorporate emotion in your copywriting, you will get better results.

Emotion helps to connect with your audience on a deeper level. It can influence their decision-making processes. In this article, we will discuss different ways to include emotion in copywriting.

One way to include emotion in copywriting is through storytelling. Stories have the power to evoke emotions, engage the audience and make them more receptive to your message. When writing a story, it is important to create a character that the audience can relate to, build tension and end with a resolution that connects with the product or service that you are marketing.

Certain words evoke emotions and can make the copy more impactful. These words can be used to create urgency, excitement, or curiosity, depending on the objective of the copy. When using power words, it is important to use them in context and not overuse them, as it can appear disingenuous. Examples include feeling, touch and sensation.

As you look at advertisements and promotional copy, see if you can spot the ’emotion words’.

Visuals are a great way to convey emotions and create a connection with your audience. Images and videos can be used to create a mood, show the benefits of the product or service and make the copy more memorable. It is of course important to choose visuals that are relevant to the message.

Coca-Cola’s ‘Share a Coke’ campaign is an example of using visuals in copywriting. The campaign used personalised labels on Coke bottles to create a sense of connection with the audience. The visuals of people sharing a Coke with their loved ones evoke feelings of happiness.

In conclusion, including emotion in copywriting can help you to create a deeper connection with the audience. Storytelling, power words and visuals are ways to evoke emotions and make the copy more impactful. By using these techniques in the right context, you can create copy that resonates with the audience and influences their decision-making process.

Nigel Temple provides copywriting training services.

Nigel Temple

Author Nigel Temple

Nigel Temple is a marketing consultant, speaker, trainer and writer. Topics include: AI / ChatGPT, Marketing strategy, Digital marketing, SEO, Copywriting, Mailchimp. Nigel is available to hire for a consultancy meeting, training workshop, speaking event or marketing project. Email: Or call Nigel on: 01628 773128

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