I once read an ad where the writer promised that he wouldn’t cash the cheques, for the purchase of the product, he was selling for 30 days.

if customers feel they didn’t think the product was worth it.

He even put a sworn statement from his accountant in the copy.

Now tell me, who wouldn’t buy?

The idea is that you don't want to give them, the readers, any reason not to buy.

So you've to use every trick to make them exchange their hard-earned monies for the product you're advertising.

And to do this, you need to understand what makes your customers adhere to the product.

This is why you must understand the nature of the product you're selling;

as well as the nature of the customers you're selling to.

Many copies and ads have performed poorly because of this simple yet often ignored principle.

The thing with writing a copy using only logically justified reasons is that you end up writing lots of technical jargon.

And that is a sure-fire way to get the reader uninterested in the copy.

When you understand that the real reason people buy a product is because of their emotional attachment.

You can easily structure your copy to reflect this.

Then you justify with some facts.

This is pretty important because in as much as you want to make sales from existing customers,

you also want to increase your number of customers.

They are not so emotionally attached yet, so a bit of fact about how the product benefits them will be beneficial.

Another point on how emotions can sell products is this.

A company once took a survey of its customer base and realized that a large percentage of their customers belonged to the highly educated class of the society.

Based on this information, they modelled their advertising to reflect this.

After rolling out the advertising piece, they conducted the survey again.

The result was an increase in the number of educated people using their products.

On a final note relating to the case of emotion as it relates to writing copy;

take note that it is what comes after the first draft that matters.

Often, what you write first is never as good as what you produce after edit it.

The first draft is usually an emotional outpouring about the product.

It’s you expressing the reasons why you think the product will be useful for the customer.

So it helps to get all your emotions and feelings on paper.

And then you can work from there.

The other principle you should take note of concerning emotion and copy is the fact that words convey emotions.

Appreciating that words contain emotions helps you to relate to how emotion influences copy.

See words not as mere words, but a collection of short stories.

Even without forming a sentence, words, on their own, convey meaning.

Take for example the words “consumer” and “rip-off”.

These two words create an unpleasant feeling on their own even before they get used in sentences.

Think of other words like farmers and the emotion they create.

The reason for this is to emphasize the weight and importance of understanding the emotions attached to certain words.

An analysis of these words can help you as a copywriter to create a message that has an emotional impact.

Aside from just creating an emotional response, carefully selecting words to use in an ad can increase the response rate of an ad.

Joseph Sugarman once changed the word "repair" to fix in an ad.

It resulted in a 20percent increase in response.

You need to understand the emotion behind each word before you can expertly use them in your ad.

This skill comes with time and experience.

The more you write, the more your understanding of the emotions behind words increases.

Rt are appreciated. https://twitter.com/salesmaverick__/status/1303015284400418823?s=20