How Emotional Ad Copy Increases Your Profits

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Author: Michael Warren Campbell – Reading Time: 2 min 17 sec.

It’s amazing the difference an ad makes. My friend ran an ad on Bing for a GPS tracking device and got a .6% conversion rate. The ad I wrote snagged over 10%.

That’s more than 16 times the revenue using the exact same affiliate program, merchant sales page, lander, and offer. The only difference was the wording in the Bing search ad.

So what made the big difference? The real magic is in human nature and how well you know the customer.

What are their emotional needs and wants?

What motivates them to buy?

What makes them click?

What makes them trust?

What’s on their mind?

What keeps them up at night?

What do they worry about most?

How can the product enhance their lives?

People buy how a product will make them feel. They buy the end result, the benefits, the emotion they want to feel. That’s why advertising must have emotional content. It makes people lean in, take notice, and act.

Advertising isn’t about giving information. Good advertising gives people a reason to care. If you focus on the facts, they won’t pay attention. If you trigger an emotional response, they take action.

“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” – Donald B. Calne

And don’t worry if you’re not that good at it yet. Writing and creating advertising is a lifelong study.

I still read at least two books a month. And I’ve spent more than 33 years in the business. That means I’ve read 800 books and counting! I’m always learning about design, copywriting, advertising, marketing, consumer behavior, psychology, and motivations.

I don’t say that to impress you. I say it to make the impression that it’s easy to become a lifelong student if you love what you do.

But with all that said, after you examine all the digital data and market research, you’ll still need to go with your gut. Good writers go on feeling, instinct, and intuition, in addition to market research data.

Most marketers hate intuition because they can’t quantify it. But a good ad writer, in addition to data and research, goes with their instinct. That’s what makes them good writers.

If you’d like to become better at ad writing, make a commitment to read at least one book a month. Become a lifelong student of advertising. It’s fun, it’s fascinating, and it can make you a whole lot of money.

“Don’t tell me how good you make it. Tell me how good it makes me when I use it.” – Leo Burnett

Recommended Reading:

Clicking it Rich “The PPC Affiliate Marketing System for Fast and Easy Wealth” by Michael W. Campbell. It’s a FREE ebook that you can download right now. No email address is required.

Michael Warren Campbell

What about you? Do you read books about marketing, advertising, and copywriting? What are some of your favorite books, podcasts, or shows? Do you have any copywriting tips that you can share? I’d love to hear your thoughts.

To chat about this article, message me @dmcorp on Twitter or dynamic888 on Skype. Please share it with your friends, colleagues, coworkers, and anyone else that might enjoy it. Thank you!

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