Using Emotion to Create Ad Copy and Convert Like Crazy

Have you ever looked at the way different ad copies are written and how they play into the emotion of the customer? You will never see a weight loss offer that just says “Lose Weight”… there always has to be something in there that grabs the attention of the reader. Take a look at the following examples and see how they can be a lot more attention grabbing and more personal, which makes people want to click and take action.

• Summer is Coming! Are You Bathing Suit Ready?
• 1 Quick Tip to Losing an Extra 10 Pounds This Week
• Three Foods You Must Not Eat to Lose Weight!

As you can see, they are all worded differently and play into different human emotions. The first one will make people feel insecure about their bodies and how they look, the second will interest people with a quick way to lose weight without really working, while the last ad copy will get people interested just for pure curiosity.

Using Emotions in Online Ad Campaigns

Playing with people’s emotions is one of the best ways to not only get attention, but to sell people as well. This is how nearly all infomercials are created. Think about the last time you saw an ad for weight or hair loss. First they will show people who are over weight or balding, then the music changes for the better and everyone is attractive again and they are selling you on the dream.

A while back I wrote a post about an article focusing on “Writing PPC Ad Copy that Delivers” by David Rodnitzky and it focused on human emotions as one of the best practices. You can see a breakdown of the main different emotions and how they can be used while promoting different offers and ad campaigns online.

All of these same principles have been used like crazy in the weight loss and free trial offers which have made a lot of people a ton of money over the past several years. Of course the FTC is now involved and going after the marketers who got those people to sign up for those $3.95 free trials, then getting re-billed like crazy. As much as the FTC want’s to blame the marketers, it’s also on the customer to make sure they are reading the fine print and seeing what they are signing up for, instead of just “buying a dream“, which is what we are focusing on in this article.

Just like words are used to convince and pull out different emotions from customers, colors are also a huge influencer in getting clicks and conversions. When creating your next ppc or social networking ad campaigns, be sure to rotate a bunch of different creatives that are focused on targeting emotions and see what type of differences they cause in click rate and overall conversions.