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Better Copy Gets Better Results

When writing marketing copy for your direct mail, email, and other marketing communications, do you focus on features and benefits? If so, you might want to think again. Increasingly, marketers are using emotional and psychological triggers instead.

One of the gurus of marketing copywriting is Denny Hatch. In his e-book “Secrets of Emotional, Hot-Button Copywriting,” he looks at seven triggers that tip readers over the edge and get them to act. These are fear, greed, guilt, anger, exclusivity, salvation, and flattery.

Let’s look at five of them more closely.

• Fear is often used to sell insurance products. “What happens if there is a disaster? Will your family be protected?”

• Anger is a powerful tool in fundraising. “How can millions of children go hungry in right here in America? Isn’t anyone doing anything about it?”

• Guilt is a powerful motivator for selling to busy moms. “Don’t have time to cook dinner for your family? Our frozen dinners taste so much like homemade your kids will never know!”

• Exclusivity is staple in selling to affluent consumers. “Become a Platinum member and enjoy exclusive benefits, including our prestigious ‘After Hours’ party on the aquarium grounds!”

• Flattery appeals to those feeling they are missing out on the good life. “Treat yourself! Don’t you deserve the best?”

These seven emotional hot buttons appeal to a wide variety of consumers and can motivate even the most reticent to pull the trigger. Sprinkle them throughout your marketing copy and watch the results pour in.