B2B Marketing Articles
Copywriting With Proof, Picture, Emotion And Solution
by David Coyne
by David Coyne
When your prospect reads testimonials from satisfied customers, you peel away some of her resistance to advertising that everybody has. Spread them amply throughout your ads, brochures, newsletters, web sites and other promotional material.
But you can take your copywriting to the next stage.
Once your prospect sees how others have profited from your product, put your copywriting focus on the prospect's senses and feelings. Have her picture herself after she has purchased and benefited from your product. How will she feel? What will she see? Most copywriters use word pictures, as vision is the dominant sense for most of us.
But you don't have to limit your copywriting to just imagery.
Read this portion of a web sales letter I wrote for a book aimed at writers called Hypnotic Writing. Earlier in the copy I provided testimonials and the chapter contents.
[subhead] Hypnotic Writing Is A Writer's First Aid Kit. Keep It Close By.
"Picture yourself writing. Now see yourself hitting a snag that stops your writing DEAD COLD. Maybe you've hit writer's block. Or you think that your writing just plain sucks.
"You reach for your copy of Hypnotic Writing. Quickly flip to the relevant chapter, skim the info, and solve your problem. You hear your inner critic's voice fade into oblivion. Now you're re-energized and itching to get back to your writing."
In the first paragraph I set up a problem. It's one of the most common for writers: writer's block. You're afraid that what you write is so awful you snap into creative paralysis.
In the second paragraph, I set up the solution and swirl in sense related words and emotions throughout the paragraph, including visual, auditory and touch. This stimulates the prospect into a more receptive buying mood.
Of course you want to use emotion and sense charged words throughout your copy, but you especially want to have a "Picture, Emotion and Solution" section near your order form, website address or any other call to action you've specified.
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But you can take your copywriting to the next stage.
Once your prospect sees how others have profited from your product, put your copywriting focus on the prospect's senses and feelings. Have her picture herself after she has purchased and benefited from your product. How will she feel? What will she see? Most copywriters use word pictures, as vision is the dominant sense for most of us.
But you don't have to limit your copywriting to just imagery.
Read this portion of a web sales letter I wrote for a book aimed at writers called Hypnotic Writing. Earlier in the copy I provided testimonials and the chapter contents.
[subhead] Hypnotic Writing Is A Writer's First Aid Kit. Keep It Close By.
"Picture yourself writing. Now see yourself hitting a snag that stops your writing DEAD COLD. Maybe you've hit writer's block. Or you think that your writing just plain sucks.
"You reach for your copy of Hypnotic Writing. Quickly flip to the relevant chapter, skim the info, and solve your problem. You hear your inner critic's voice fade into oblivion. Now you're re-energized and itching to get back to your writing."
In the first paragraph I set up a problem. It's one of the most common for writers: writer's block. You're afraid that what you write is so awful you snap into creative paralysis.
In the second paragraph, I set up the solution and swirl in sense related words and emotions throughout the paragraph, including visual, auditory and touch. This stimulates the prospect into a more receptive buying mood.
Of course you want to use emotion and sense charged words throughout your copy, but you especially want to have a "Picture, Emotion and Solution" section near your order form, website address or any other call to action you've specified.
Back to B2B Marketing Articles page
Back to Homepage
Get 131 Ways To Boost Response To Your B2B Marketing
