I LOVED Jordan Peele’s debut film, “Get Out.” It’s a psychological thriller that centers on the white elephant of racism that’s steeped in the roots of America.
There is one line that the main character Chris that was so accurate in regards to how subtle racism can be:
“It’s not what he says, but how he says it.”
This simple sentence had so much truth to it because I believe everyone could relate to it.
Have you ever had a conversation with someone, but felt a weird, negative, or even hostile vibe from them? Or maybe you’re having a conversation with someone that you’ve suspected didn’t take you all that serious? Isn’t it funny how no matter what they say, it sounds incredibly condescending?
Kinda like when you’re a guy who’s interested in a girl who’s not the least bit attracted to you. She’s being “nice,” not to hurt your feelings. But you can FEEL yourself plunging in “the sunken place” called the “friend zone” (movie reference for those who don’t know…).
Or when you’re a girl who’s approached by a guy who comes off as a major creeper. You can’t explain why you feel uneasy, but it’s the WAY he’s speaking to you that makes you want to cover your drink around him…
It’s not the words. It’s what’s behind the words: The emotion behind the words.
Our ego is more powerful than you realize. Learn more about it in the blog: The Power of Ego & Instant Identification.
The Power Of Emotion Behind Words
In the book, Triggers, Joe Sugarman says there are three main points to remember about advertising with emotion:
Every word has an emotion associated with it and tells a story.
Every good sales presentation is an emotional outpouring of words, feeling, and impressions.
You sell on emotion, but you justify the purchase with logic. (62,63).
What’s cool about these three points is that they’re all relative to one another. If every word has an emotion and tells a story, and your sales letter or presentation is full of emotional, storytelling words – and THEN justify the emotions with logic – it would be really hard not to sell!
The only thing you should be asking yourself at that point is this: “What are the words that emotionally gas up MY audience?”
For example, if you’re targeting an audience who heavily engages in the solar industry, what are some words that come to mind? You might use words like:
And so on…
If you’re dealing with people who love working out, words that come to mind may be like:
- Lactic Acid
Just to name a few.
Selecting emotion-triggering words turns the odds in your favor. It shows that you understand what makes them tick while positioning you as a reliable authority!
Learn more about the art of persuasion in the blog: How To Persuade People To Buy Your Product In 5 Simple Steps.
People Buy From Their Emotions
You would think that people would buy from a stance of logic when purchasing things. But it’s quite the contrary. People buy from their emotions. When you speak the language of your target audience, you naturally use words that trigger their emotions. When you’ve triggered their emotions like crazy, the rest of the work is practically done for you. Because eventually, they’ll buy after convincing themselves that they need what you’re selling.
For more copywriting tips and strategies, check out the blog at joshwrotethat.com.