Posts Tagged: buying emotions

Do you remember when it was cool to see your favourite movie at the Cinema? I certainly do.
You could be a world away in a darkened room, and a parting curtain.

Now you can watch your favourite movie in the comfort of your own home with awesome technology like Netflix.

Even after all these years – some movies never fail to amaze me?
One such movie is The Godfather.

It had great performances, memorable characters, fantastic dialogue, & excellent cinematography.

Who could forget the opening monologue: “I believe in America”!
My bet many people would argue that the scene where the police chief was assassinated was the most memorable moment?

You see Pictures leave an indelible mark in our minds far more than words.

Now take an imaginative piece of writing commonly referred to as a Word Picture.

But you can divide them into two kinds.

Here is one below……..
Taken from of one of the most successful advertisements ever.
It’s the first four paragraphs of The mailing for the Wall St Journal ..

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with dreams of the future.
Recently, these men returned to their college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three children. And both, it turned out had gone to work for the same Midwestern manufacturing company, after graduation, and were still there.
But there was a difference. One of the men was the manager of a small department of that company. The other was its president.

Now upon reading the first 6 words, did a picture come into your mind?

Unless you are mostly oblivious to the high content, then you would say “yes.”
Yet the words don’t tell you anything except the time the event took place.

You can make up your mind here, but the more you get involved in the story, the more a picture develops in your account.

Here is another example written by Bill Jayme believed to be one of the best Copywriters of his time.

First, fill a pitcher with ice.
Now pour in a bottle of ordinary red wine, a quarter cup of brandy, and a small bottle of club soda.
Sweeten to taste with a quarter to half cup of sugar, garnish with slices of apple, lemon and orange …
…then move your chair to a warm, sunny spot. You’ve just made yourself Sangria, one of the great glories of Spain, and the...”

In all these cases you can see how the word picture adds another element,
the X factor – which is emotion

And that element on its own motivates us far more than any other reason.

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It’s human nature to sweep things under the carpet
Take, for example, someone that can’t lose weight but has tried every diet fad out there.
They won’t own up to it- as their ardent desire that hasn’t been fulfilled.
Who wouldn’t want to look healthy and young!
It’s a no brainer!
With any product or service that you offer…
You may think you understand your prospect.
You may assume you know the emotions which make them buy.
Right now you are probably wondering if only I could read their mind! 
Truth is most buying decisions are based on emotions – definitely not logic.
And to further prove this point …Robert Collier, one of the most successful Copywriters in history, outlined six prime motives of action.

They are love, duty, gain, pride, self-indulgence, and self-preservation.

Despite being written in the 19th Century by Robert Collier, Look at how he uses the appeal of emotion to sell a horse-drawn buggy:

Dear Mr Jones, Mr Smith just said: “Mr Jones would surely be delighted with a buggy like yours. Why don’t you offer him this one?
You can make another for yourself.” He thinks that if I send you my built-to-order buggy, you as a man who knows about buggies will surely be pleased with it and undoubtedly be envied by friends and acquaintances of yours who will see and admire my buggy when you drive it. I know Mr. Smith is right. So I’ve decided to act on his suggestion and let you have a buggy I’ve taken such personal pride in designing.

I’m not sure about you who would admit to any of these things?

So if you really want your prospects to make you rich you better understand them waaaaaaay better than your competitors!

Get inside their heads and let Twitter, Facebook, and a plethora of Google blogs & forums do all the heavy lifting for us.

Don’t be satisfied with just slapdash answers.


Talk to you soon

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