Updated: Jul 28
It's definitely not normal around these parts when we have an 70-degree day and it's only March.
But I didn't mind one bit the relatively hot and steamy weather we had this afternoon compared to how cold and chilly it's been lately.
So it feels right that this next email is going to be serving you up a pot of steaming hot emotions...all of which you can use to write sizzling sales copy.
There will always be specific emotions that tie in directly with the benefits your product's features offer to your prospects. Using that "litmus test" I gave you in this morning's email, you'll want to ferret out which ones you want to feature in your headline, lead, "future pacing" section of your close, or other copy.
There are plenty of common dominant emotions to choose from. Let's start with 10 different FEARS just about every prospect or customer may experience...
1. Fear of the unknown ... 2. Fear of embarrassment ... 3. Fear of failure ... 4. Fear of poverty and want ... 5. Fear of loneliness ... 6. Fear of dependence or loss of control... 7. Fear of betrayal ... 8. Fear of illness or pain ... 9. Fear of dying ... 10. Fear of all of the above for people who we care about.
Now let's look at 11 common FRUSTRATIONS that are likely driving our customers or prospects nuts...(maybe we should add, "Frustrated with being cooped up?")
1. Frustrated by feelings of inadequacy ... 2. Frustrated by the feeling that we’re inconsequential or unimportant ... 3. Frustrated when we feel unappreciated ... 4. Frustrated when we feel powerless or trapped ... 5. Frustrated when we feel used, lied to, or taken advantage of ... 6. Frustrated when we feel oppressed ... 7. Frustrated when we feel deprived of things that others enjoy ... 8. Frustrated when we feel demeaned or taken for granted ... 9. Frustrated by feelings of guilt imposed upon us by our upbringing, society, or our own expectations of ourselves ... 10. Frustrated with the feeling that life is going by too fast and that we’re not getting all we could out of it ...
11. Frustrated with things that shouldn’t be so difficult or time-consuming, but often seem to be.
And here's a list of 8 universal WANTS that are likely shared by your prospect or customer...
1. To feel OK about our past and to find forgiveness for past mistakes ... 2. To feel free and in control of our own lives ... 3. To feel happy ... 4. To feel alive, excited and exhilarated ... 5. To feel physically, intellectually, emotionally and spiritually fulfilled ... 6. To feel accepted, respected, admired, needed, desired, and loved ... 7. To feel successful ... 8. To feel optimistic, even excited about our futures.
You may be able to come up with more emotions to play around with. In an in-depth interview I had back in 2006 with Clayton Makepeace (still so hard to believe he's gone), I talked about a certain philosopher I had studied in college.
The philosopher was Spinoza, and he wrote about emotions being "confused ideas". Here's an actual excerpt from my interview with Clayton...
Kim: When I get your stuff in the mail, and I don’t know if you’re even writing that much stuff anymore, but I have a file of stuff I’ve collected over the years that I know is from Clayton Makepeace. Clayton Makepeace: (Laughter). Kim: It’s written with pure, raw emotion. Let me just pull my file out. Here’s one headline…"There’s a Devil in the Dow!” Clayton Makepeace: (Laughter). Kim: There was one about “The Slaughter of the Lambs.” Clayton Makepeace: Slaughter of the Stock Market Lambs. Kim: You read that and you’re just like “Whoa!” You just feel the emotion right there. You don’t always have to pound somebody over the head like that, but on the other hand if you’re not tapping into some resident emotion, you’re not going to get them reading. And it’s funny, I just came across a book the other day that I had read in college for a philosophy class called The Rationalists and it’s got some writings from three different 17th Century philosophers. There’s one – Spinoza. Ever heard of Spinoza? Clayton Makepeace: Yes. Kim: He wrote this whole huge book on emotions, the whole theory of emotions and opposing emotions, and I remember reading this in college and being really fascinated with it. When I pulled it out the other day, I thought, this is something every copywriter should read. It’s got every possible human emotion explained, as well as the opposing emotion. Spinoza’s theory was that the stronger you feel a particular emotion, you’ll feel its opposing emotion just as intensely. Clayton Makepeace: Yes. Kim: The degree to which you might love somebody is the degree to which you have the capacity to hate them. (Laughter). Clayton Makepeace: (Laughter). Kim: Think about that if you’ve ever been through a divorce. Clayton Makepeace: I actually had that experience. Kim: It’s like man, I totally loved this person once, and now I hate them more than anybody. So you got these emotions and these opposing emotions, and he describes emotions as confused ideas. Now take that concept and apply it to your main headline or lead. The typical person’s mind is wired in some ways like a steel trap. There’s this steel door when it comes to facts. If somebody wants to challenge my mind by making some kind of claim about this supplement works 200% better than any other, then you’re going to be like yeah, sure, show me, prove it. It’s like this steel door is sealed tight and not letting anything come through because it wants the proof. But if you hit somebody with a really strong emotion that they can feel intensely and relate to, it’s like a confused idea. It’s like finding this hidden back door with a little cloth flap on it. You can get in a lot easier that way by tapping into that confused idea. Clayton Makepeace: That’s the truth.
(Man, I already miss Clayton's laugh.)
To wrap up, you've got a lot of useful tools as far as identifying the right dominant emotions and using the 5-step formula I've shared.
Both tactics can make your sales messages grip your prospect by the eyeballs, hook them into reading, and make it almost impossible for them NOT to buy from you.
May you use them profitably to break through those "steel traps" in your prospects' minds.
Yours for smarter marketing,