| Say the word "emotion" to a man, and he'll | | | | As peaceful and charming as a Sunday afternoon on |
| immediately jump out of his seat and run from the | | | | grandma's front porch, these metal gliders are |
| room! Utter the word "emotion" to a woman, and | | | | recreations of the WWI originals. Rock the afternoon |
| she begins to conjure up thoughts of romantic, long | | | | away with a big glass of lemonade and a little |
| talks centered around feelings. However, speak the | | | | nostalgia wafting through the air like a gentle summer |
| word "emotion" to a copywriter and s/he should see | | | | breeze. |
| dollar signs. Why? Because a good command of | | | | Spend lazy days and restful nights in this poster bed |
| subtle emotion is the key to copy that works. | | | | dreaming about romantic interludes. Finished with |
| The Difference Between Subtle and Obvious Emotion | | | | Gabon mahogany veneers, your bed has reed posts, |
| Confusing obvious and subtle emotion is a common | | | | a removable canopy frame and a louvered headboard |
| mistake among copywriters. Let's say your | | | | reminiscent of a shuttered window. |
| copywriting client tells you his product should make | | | | Do you see what's happening in the copy examples |
| the end user feel classy and sophisticated. He wants | | | | above? No one came right out and said, "Your table's |
| the copy you write to convey that message. What | | | | gonna look real classy if you use our silverware," but |
| happens when writing with obvious emotion is this: | | | | the notion is there. From the description given, you |
| Our silverware patterns will make you feel classy and | | | | pick up on the fact that this silver will do more than |
| sophisticated. They will decorate your table in an | | | | make your table look good. It will make you look |
| upscale manner so you and your guests will think | | | | good in front of your guests and give you a little |
| you're in a fine-dining restaurant. | | | | boost of confidence due to all the compliments you'll |
| Obvious emotion tells readers what they will think, | | | | receive. |
| see or feel. This approach is clumsy and awkward | | | | The metal glider chair copy never said your blood |
| and rarely has the result the client is looking for. On | | | | pressure would be reduced as you sat on your porch |
| the other hand, subtle emotion has a much greater | | | | de-stressing from a long, hard workweek, but that's |
| appeal. Why? Because it deals with imagery. When | | | | the distinct impression you get from the copy, isn't |
| you show people, rather than tell them, how they'll | | | | it? |
| feel or what will happen after they buy your product | | | | And the poster bed? Just the mention of the |
| or service, you evoke core emotions rather than | | | | materials (Gabon mahogany, reed posts) and |
| shallow feelings. Here are several examples of subtle | | | | romantic interludes gives a feeling that this bed is |
| emotion at work: | | | | something special, although the copy never actually |
| Graceful and elegant, these silverware patterns are | | | | says so. |
| sure to bring compliments from your guests. With an | | | | By using subtle emotion, by painting a picture of |
| exceptional display of taste and style, you can adorn | | | | what the customer will get from these products, by |
| your table with distinctive stainless or sterling | | | | incorporating them into the customer's everyday life, |
| silverware that highlights every element of your table | | | | you - as a copywriter - are able to pique interest and |
| setting. | | | | increase sales. Ah! The power of words! |