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Things Good Copywriters Know:
5 Emotional Benefits Your Customers Crave
 Whether we are selling wine, the chance to buy food and clean water for a child in India, diamond rings, checking accounts, a home mortgage, a massage, a vacation in Tahiti, a new website or something else, people buy our stuff because they want an emotional payoff.
When you set out to write your marketing copy, you need to figure out what your prospect really wants, which will lead you directly to the emotional benefit of buying your service or product.
I used to think that using emotions in my writing made it sappy, gooey and-well-manipulative. If my services were good enough, people would see that and buy from me, right?
Wrong. Our emotions drive our desire for things. And only when our hearts have felt this desire do we slow down long enough to logically think through the purchase. But the desire has to come first. So how do we create that desire?
5 Emotional Benefits Your Customers Crave
1. Freedom from fear. We all have fears that we will lose something or someone. We will do anything to avoid pain. We've all been miserable and usually we want a way out. In your copywriting, describe your customer's pain, make them feel you've been there, too, and then walk them to the solution. 2. A sense of belonging. Ever been left outside the circle? I was a misfit in junior high and I still remember how that felt. Even if you were your high school's prom queen, you no doubt have been rejected sometime in your life. Use that feeling and put that need to connect into your copywriting. It's why membership sites are all the rage now. Why testimonials from your reader's demographics work so well. Why exclusive clubs sell. And iPhones. We want to be a part of the group. 3. Feeling smart. Publications like The New Yorker do this well. They appeal in part to an audience that wants that magazine on their coffee table when friends visit because it has all those thought-provoking short stories and witty cartoons (that some people don't get). What can you do in your marketing copy to make your customer feel smarter than average? 4. Pride in self. Most of us would give just about anything to feel the satisfaction that comes from knowing that we are providing the very best things for our family. That we are getting better and smarter. That we are making the right decisions, whether it's hiring a business coach or getting a good solid mortgage or buying marketing services that increase our income and financial stability. 5. The feeling that you are doing good. This one is often overlooked yet we see it everywhere. TV campaigns to recruit young people into teaching and nursing programs-or the Peace Corps. We all want to think that we have made this world a better place by being in it. Your marketing copy can touch that chord with something as simple as a donation to your customer's favorite nonprofit if they make a purchase at a certain level, or as large as a cause marketing campaign ( see my guest post here).
People's driving emotions are as different as they are. That is why it pays to learn as much as you can about your target audience. But in the end, it all boils down to one thing: they just want to feel good. These five emotions are powerful enough to appeal to a large segment of your customers and prospects. Try writing to appeal to one or more of them and see what happens.
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