Tag Archive for copywriting is

Copywriting Training – Emotions

December 24, 2023 Uncategorized No comments

Copywriting Training -The Power of Emotional Appeals in Marketing and Advertising

In marketing, advertising, and sales, one cannot overstate the importance of making an emotional connection with potential customers.

More than any facts or features, what truly motivates people to buy is how we make them feel.

The most effective advertisements and sales presentations create a compelling narrative and immerse viewers in an emotional experience.

They tap into universal human desires like love, freedom, security, independence, freedom, or achievement. A good emotional appeal should feel aspirational yet attainable with the advertised product.

A good advertisement shows the consumer how their life could improve in a meaningful way.

The best appearls offer the promise of TRANSFORMATION!

Connecting with emotions builds trust and rapport with customers. It shows that our brand understands them intimately and cares deeply about their well-being.

Ads that fails to establish this emotional bond will likely be ignored no matter how impressive the product itself may be.

Copywriting Examples from Entertainment

Consider the entertainment industry as a powerful marketing example.

Why do we love music?

Because of the sounds that vibrate our eardrums?

NO!

Because of how it makes us FEEL inside!

It makes us laugh, cry, miss our ex, love our current, long for the next.

Billions of downloads of music because it makes us FEEL something.

How about movies?

It’s the same. Billions in sales and downloads. Not because the movie is cinematically perfect or the characters even real, but because of how that movie makes us FEEL inside.

We cry for loves lost. Or happiness gained against all odds. We rant against injustice exposed. We long for the adventures they show. We feel empowered ourself when the little guy wins out against the giant.

We are feeling creatures. 

Isn’t that why we seek love? Even why we buy pets?

We crave, lust, are driven by, my God...

Something that makes us FEEL something!

Else we feel dead. Bored. Depressed. Disgusted. Unmotivated.

But, oh boy,  give us a roller coaster ride. A bungie jump. Scare us from behind. Give us a big hug…

And we’re exilerated! We feel alive again!

The greatest sin in advertising, is forgetting to take your prospect on an emotional ride.

Let your prospect viscerally experience the horrid lows of his current condition.

Let him feel just how much it might get worse if he does nothing.

Take him to the bottom. The very bottom.

Then lift him up to the top where he can feel the breeze, feel the freedom.

Let him feel what it’s like to be on top of the world having now solved his most daunting problem with the help of your solution. Show him what’s possible. Share stories of how others just like him found success – quickly and easily, and he can too!

Then, gently take him back down to the crossroads.

Heaven with the purchase of your solution. Just a click away.

Or Hell.

Do nothing. Stay right where you are. Live in that hell of your own creation, knowing full well you had the opportunity for transformation, but did not take it.

If you can make him feel that future regret now, you may have done him the greatest service of all.

As copywriters, marketers, sellers of things, we are not in the business of selling those things directly, but of offering TRANSFORMATION – a better life.

Make them FEEL that better life is within their grasp right now.

Famous Quotes on Emotion

Here are some relevant quotes on the power of emotional appeals in marketing and advertising:

1. “We don’t buy goods and services. We buy relations, stories and magic.” – Seth Godin

2. “Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin

3. “People don’t buy what you do, they buy why you do it.” – Simon Sinek

4. “Features tell, benefits sell.” – Dan Lok

5. “Emotions drive people. People act emotionally, and justify logically.” – Zig Ziglar

6. “Never forget that the most powerful element in advertising is the ad itself.” – Leo Burnett

7. “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” – David Ogilvy

8. “Advertising justifies its existence when used in the public interest. It is much too powerful a tool to use solely for commercial purposes.” – Leo Burnett

9. “The best advertising doesn’t just circulate information. It penetrates the public mind with desires and belief.” – Leo Burnett

10. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos

11. “Advertising is the art of arresting the human intelligence just long enough to get money from it.” – Chuck Blore

12. “The way to gain a good reputation is to endeavor to be what you desire to appear.” – Socrates

13. “There are no facts, only interpretations.” – Friedrich Nietzsche

14. “We don’t see things as they are, we see them as we are.” – Anaïs Nin

15. “Emotion is the driving force behind most, if not all, of our behaviors.” – Jenefer Palmer

16. “Your brand is what people say about you when you’re not in the room.” – Jeff Bezos

17. “The feeling of being valuable is essential for passion and motivation.” – Anonymous

18. “We don’t see things as they are, we see them as we feel.” – Anaïs Nin

19. “Passion is energy. Feel the power that comes from focusing on what excites you.” – Oprah Winfrey

20. “Marketing is about values. It’s a complicated world, increasingly difficult to navigate. People are hungry for guides to make choices.” – Seth Godin

21. “Behind every buying decision, there is emotion.” – Ayesha Khanna

22. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

23. “The strongest emotional appeal in advertising focuses on the deepest wants and needs of the consumer.” – Claude Hopkins

24. “The best way to persuade people is with your ears, by listening to them.” – Dean Rusk

25. “The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product fits him and sells itself.” – Peter Drucker

One of the best tools around for understanding the customer, his needs, his true desires, and the emotional hot buttons you should press which cause him to buy is The Copywriter’s Persuasion Toolkit.

It includes easy to follow graphics, plus fill-in-the-blank templates which show you pricely which emotions and which appeals get your prospect to buy.

Included are bonus reports every aspiring copywriter needs to get started earning money for paid copywriting gigs in less than 10 days – even with no prior experience!

In today’s crowded marketplace, an emotional appeal is clearly the best way to stand out.

Our feelings are what stick with us and compel us to take action.

As marketers, we must move beyond touting features and benefits. We must understand what truly matters to consumers on a deeper, emotional level.

When we touch their hearts, their wallets open.

Magical!

Care to try?

Craft your first emotional appeal today using The Copywriter’s Persuasion Toolkit.

To your Success!

– Robert Schwarztrauber

P.S. Here’s a copy and paste link to the toolkit copywriters love: https://writeforwealthclub.com/copywriterstoolkit/

copywriting tool kit

Copywriting Is : Jobs for 2023 and Beyond

December 23, 2023 Uncategorized No comments
copywriting is

Copywriting Is: Salary, Work, Growth, and The Impact of AI

Do you sometimes dream of living the writer’s life as a copywriter?

Here’s a few facts you should know…

Know What Copywriting Is

~ ~ ~ 

Copywriting is the art and practice of writing persuasive text to promote a product, service, idea, or an organization.

Copywriting is sometimes referred to as, “Salesmanship in Print”. Copywriters use the written word, in advertising mediums, rather than speaking face to face with a prospect to gain a sale the way a typical salesman would.

As a copywriter, you would be responsible for crafting compelling words and messages that connect with an audience, and motivates them to take action – whether that’s making a purchase, signing up for a newsletter, or engaging more deeply with a brand.

Copywriters will typically spend a great deal of time doing research. The more he or she can learn, understand, get into the shoes and mindset of the prospect, the more likely his copywriting will be effective. “Know thy prospect well” is a maxim copywriters should live by. If you have a keen interest in why people do the things they do, in psychology, in human motivations, copywriting might be a good career choice for you.

The Copywriter’s Persuasion Toolkit is a great resource which gives deep insight into the psychological realm of the copywriting career.

Key Copywriter Responsibilities

  • Writing content for advertisements, websites, blogs, social media, direct mail, brochures, and other marketing materials. This requires creativity, strong writing skills, and ability to adapt your writing style for different formats and audiences.
  • Conducting research on the product or service you are writing about, understanding the target audience, and aligning your messaging to their interests, needs, and motivations.
  • Working closely with designers, marketers, and clients to ensure the copy works seamlessly with the overall creative concept and branding.
  • Crafting headlines, taglines and calls-to-action that capture attention and drive response.
  • Optimizing copy for search engines by using relevant keywords and optimization best practices.
  • Testing and iterating on copy to improve results and performance over time.

Copywriter Work Environment

~ ~ ~

Copywriters often work in marketing or advertising agencies where they collaborate closely with other team members like designers and strategists. However, remote work is also quite common, especially for freelancers or in-house writers at companies with distributed teams. Hybrid arrangements are popular too.

Copywriting Average Salary and Career Advancement

~ ~ ~

Entry-level copywriting salaries typically range from $40,000-$55,000. With 5 years experience you could expect to earn $60,000-$85,000. Senior copywriters can make $90,000-$110,000 or more. Salaries vary based on location, industry, agency vs in-house role, and capabilities.

Copywriters who prove they can reliably get results, can often negotiate profit sharing deals in addition to their base salaries. This can significantly boost their income beyond 6 figures.

With experience, copywriters may advance to senior writer, copy chief, creative director or take on management roles. Some copywriters transition into content marketing, SEO writing, or copywriting specialties like UX writing.

Freelancing, starting a copywriting business, or using your skills to market your own or another’s products and services are also options which are available. In this situation, the sky’s the limit for your income. There is always a place for the copywriter who can sell.

Not quite ready for full-time work as a copywriter?

You can always get your feet wet doing side-gigs. The Copywriter’s Persuasion Toolkit, besides having great information on how to craft compelling copy, also has actionable steps you can take today to start making money with your very own profitable side-gigs.

Copywriter Job Growth Outlook Beyond 2023

~ ~ ~ 

Employment of copywriters and content writers is projected to grow 8% from 2020 to 2030, about as fast as the average for all occupations (according to the U.S. Bureau of Labor Statistics). So steady, positive growth is expected.

What’s the Impact of AI on Copywriting Careers?

~ ~ ~ 

AI writing tools have emerged that can generate passable content quickly. But AI lacks human creativity, strategy, and nuance. While words do matter, it has been widely documented and proven that people buy on emotion, then justify with facts. As of this time, there is no “feeling” AI. And it is the feelings, the emotions which copywriters must court in order to persuade the readers.

 You can discovery the most powerful, emotional, persuasive human motivators in The Copywriter’s Persuasion Toolkit.

Human copywriters who master both writing craft and strategic messaging will continue to thrive. The smart ones, who leverage AI as just another writing tool while providing high-level human oversight and finesse, will be well-positioned for success.

Specialization and expertise in certain industries or formats (like UX writing, branding, etc) will also be valued. So while AI will impact the field, skilled copywriters can adapt by focusing on the most human aspects of persuasive writing.

The Future is Bright for Great Copywriters

~ ~ ~ 

In summary – copywriting careers remain promising. Continued adaptation to technical tools, new mediums, and evolving strategies will be important to stay relevant. The future looks bright for copywriters who embrace the creative, strategic, and interpersonal aspects of the one role that AI cannot replicate. Think you can spark desire, deep feelings, and an emotional lust for the products you describe? 

You’re in luck then!

Copywriting Jobs Now Available

~ ~ ~ 

Curious about the availability of work for copywriters?

My friends at the American Writers and Artists Institute have a great reference page you can use in your job search. Here’s the link: https://www.awai.com/job-opportunities/

I hope you have enjoyed this brief overview of careers in copywriting. This potentially lucrative field combines writing, research, psychology and sales. With plenty of advertising mediums you can choose to specialize in.

A great future lies ahead for the one who’s ready to learn and earn from his well written words in the copywriting field.

Much luck!

– Robert Schwarztrauber