We all like to consider ourselves logical and dispassionate when it comes to our decision-making. But the fact is, we are driven by emotions — and so are your prospects and customers.

Granted, we are not emotional toddlers, doing everything our urges tell us. But, people buy for primarily emotional reasons, using logic to justify the buying decision.

“It will save me money…”

“It will save me time…”

“I will be more productive…”

Still, the power behind any direct response copy is its ability to activate any emotional triggers in the audience.

Before you start working your copy magic to instill emotional triggers that activate a buying response, first know who you are communicating with. Know your audience. If you don’t know who your customer is, you won’t know what they want and the emotional triggers that get them there.

These are my top three emotional triggers. But use them carefully. The emotional triggers you use depend on who you are marketing to and what you are marketing.

  1. Fear: It is my experience that fear is the most powerful emotional response of all. In fact, research has shown that fear of loss is a more powerful motivator than the desire for gain.
  2. Money: People want success, more income and more profits. Use words that put the reader into that place where he or she is richer, more affluent or more successful in business. Like other emotional triggers, appeal to the senses in your copy. Sights, smells, sounds and experiences put the reader in that lap of luxury.
  3. Frustration: Feelings of frustration and anger often arise from having been let down in the past. Know where your customer is coming from. Tap into past letdowns that have cost him/her time or money, grief or anguish. Consider many political fundraising messages that tap into a constituent’s need to see change — and it’s not happening. Get the readers to feel something … and then deliver the solution!

You can use many emotional triggers to activate a response in your target audience. The goal is to use the right ones to drive your customer to take action. That’s the key to success in direct response copy.

To have the right emotional triggers work for you, call me at (310)212-5727 or email Caleb at caleb@cdmginc.com.


Here are the rest of this week’s articles: