{"id":4478,"date":"2010-03-15T08:00:49","date_gmt":"2010-03-15T13:00:49","guid":{"rendered":"http:\/\/37d57f8fa2.nxcli.io\/blog\/?p=4478"},"modified":"2010-03-11T09:02:22","modified_gmt":"2010-03-11T14:02:22","slug":"costing-sales-leads","status":"publish","type":"post","link":"https:\/\/www.marketingforsuccess.com\/blog\/copywriting\/costing-sales-leads\/","title":{"rendered":"Could This Mistake Be Costing You Sales & Leads?"},"content":{"rendered":"


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You slaved over writing an ad or sales letter, and you really thought it was going to work miracles. But then, the moment of truth comes, and your ad did poorly. You\u2019re left wondering if it\u2019s the economy, or the media you advertised in or if your competitors are outflanking you. Does this sound familiar?<\/p>\n

You can\u2019t control the economy or what your competitors or suppliers do for the most part. But you can control your advertising. And one of the single-best ways to turbo-charge your advertising is by making your ads more emotional. What do I mean by \u201cmore emotional?\u201d\"copywriting<\/a><\/p>\n

You see, there\u2019s an old axiom in sales that goes like this, \u201cBuying decisions are based upon emotion and backed up by logic.\u201d This isn\u2019t just the opinion of a bunch of grizzled old sales veterans; it\u2019s based on Behavioral Psychology.<\/p>\n

There are two primary reasons why you want to make your advertising more emotional. The first is because getting a human being you\u2019ve never met before to read your ad is a feat in of itself. Most ads that are not emotional are dull and boring, consequently those ads will not sell for you.<\/p>\n

The second reason is when you know how to get a hold of someone by his or her emotions; you can dramatically increase the probability that they will buy. So how do you do this? Start by removing jargon and complex concepts from your advertising. Try to replace most multi-syllable words with simple, one or two-syllable words. Replace left-brain, logic-oriented words with emotional words. Here are a few examples:<\/p>\n

Replace \u201caccelerate\u201d with \u201cspeed up\u201d<\/p>\n

Replace \u201cdonate\u201d with \u201cgive\u201d<\/p>\n

Replace \u201cimmediately\u201d with \u201cright now\u201d<\/p>\n

Replace \u201cill\u201d with \u201csick\u201d<\/p>\n

Replace \u201clearn\u201d with \u201cfind out\u201d<\/p>\n

Replace \u201cdifficult\u201d with \u201ctough\u201d<\/p>\n

This is just a small example of words you can replace. You can also use dashes and ellipses throughout your ad for more emotional impact. Here\u2019s an example:<\/p>\n

\u201cHurry \u2013 before this sale expires at midnight.\u201d<\/p>\n

Another way to make your copy more emotional is by inserting stories or metaphors into them. You can also use moving pictures. You can also work to stir anger, jealousy, excitement, hope and love by the words you write.<\/p>\n

It\u2019s important to make what you\u2019re selling seem exciting (emotional) but many people end up using too many exclamation marks. By using too many exclamation marks, you hurt your credibility and the value of your exclamation marks is reduced.<\/p>\n

Don\u2019t think that emotional advertising works only for B2C markets, it certainly works for B2B. Most people don\u2019t realize this, so this gives you an instant advantage if you can properly make your advertising more emotional than the competition\u2019s.<\/p>\n

– Mike<\/em><\/p>\n\n\n\n
About Mike Jezek<\/a><\/strong>
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