What exactly is emotive email copywriting?
Like it or not, emotions drive the decisions we make. We all have ‘emotional triggers’, and when an emotion is triggered, our nervous system responds. Feelings are created in our bodies and thoughts are created in our minds. This experience will then inform our actions.
When it comes to writing an emotive email, your client can strengthen relationships with customers in their emailing list by eliciting targeted emotions through having an inspiring or entertaining message.
Then, when the reader is invited to interact with your client’s brand through the CTA (Call to Action), they’re more likely to respond positively – by accepting the invitation and making a purchase.
Why business owners embrace it…
Emotive email copywriting is a great marketing tool for business owners that have built a client list. It just has so many things going for it:
o Little upfront money needed
Emails are a relatively cheap because they can be less than 300 words – and written in less than an hour.
o You can get immediate results
You send an email in the morning – and by the afternoon, money is already coming in.
o They stay in touch with their ‘tribe’
There are many business owners out there that say, ‘I really value my ongoing clients and want to stay connected with them – but I’m not sure how to.’ Well, emotive email copywriting is the perfect way to achieve that goal!
BUT…
You need to get it right. Getting it wrong can be a nightmare of disconnection, misperceptions and bad feedback.
Getting it wrong
Let’s look at what happens when you get (and I’m sure we’ve all received these types of emails) a sales-driven email that is just way too ‘pushy’.
Yes, you understand that businesses need to make a buck, but you’re just completely turned off by the in-your-face message. There are a variety of negative emotions you might feel – like anxiety, disgust or even anger.
The email has triggered a negative emotional response. Something doesn’t feel right, and your body and mind are telling you that you’re in danger and that you have to protect yourself.
Getting it right
Now look at the type of sales email that finds you nodding your head in agreement, with your eyes glued to the page. You feel that you need to keep reading until the end – because you’ve connected with the message.
You might feel enthusiasm, hope or satisfaction (or other similar responses). Your positive emotional response is due to the high level of persuasiveness. You trust what you’re reading and you’re open to buying the product or service in the CTA.
The interesting thing here is that the topic might be about something that initially makes you angry (an enemy) but then that feeling changes to a sense of satisfaction (the email discusses how to marginalise an enemy in common).
Messages that move…
So, you’re ready to write but wondering about the ‘how’? Here are some sure-fire ways to connect…
o Choose a great subject line
Your subject line is critical because people generally aren’t that interested in reading emails. If your subject line doesn’t ‘pop’, your email won’t get opened.
o Stories sell
A good copywriter never forgets the power of stories. People connect with them, remember them. Whether it’s a personal anecdote or a recent client interaction, an authentic story resonates.
o Know your objective
Why are you writing the email? A message can’t connect if it is not clear to the reader – and it won’t be clear to the reader if it isn’t clear to you. Whether it be a product launch, a special offer or a seminar, know your objective – and choose just one objective per email.
o Use a conversational tone
Readers respond more positively when you write like you’re talking to an individual person, rather than a group of people.
If you’d like to read more about the art of copywriting, look out for more blogs in this series. Or if you’d like to share your thoughts, contact me at [email protected].
