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Emotional Ecommerce: Appeal to People’s Instincts In Your Copywriting

a couple of years ago
ecommerce emotions

The old sales maxim goes that people buy with their feelings, using logic to justify a purchase later. Now that might not be true for every single customer, but most people will be open to emotional persuasion when shopping in your store. Here is how to maximize emotions in your ecommerce copywriting to get people to buy more.

Force them to imagine life with your product or service

Paint a pretty (yet punchy) picture. Tell them how relieved they will be once they get their hands on what you’ve got to offer them. Tell them how they’ll feel; how the product will change their life. Help people see into their future with your product.

Use copy, visuals and video testimonials to really help people imagine their future life with your product. Highlight the difference they’ll feel and how they stand to benefit from investing in what you have to offer.

  • Don’t be afraid to go strong with your copywriting. Imagination needs helping along with striking visual language and big superlative statements. Find emotional power words like these 400 powerful ones and make sure you are not afraid to use them in your sales copy.
  • Address your prospect’s deepest needs and explicitly state how your product is going to solve them. Tell them they will sleep better, eat better, feel better. Whatever it is your product can ultimately do for them: say it. Don’t assume that subtle hints will cut it (hint: they won’t).
  • Seek the emotional rather than rational benefits to your products or services.

Have a ‘sticky’ sales funnel

Don’t let people meander off-course when they land on your sales page or enter your website via a blog, podcast etc,. Control their journey through your site through hyperlinks, calls to action, and crafted landing pages to maintain momentum. Make your sales funnel as ‘sticky’ as possible (read here for the principles of sticky content).

Keep adding fuel to the fire to maintain the emotional momentum of the sale.

  • Remember, your sales funnel is an absolutely crucial part of the journey you’re asking people to go on. Treat it as a journey with its own landmarks and celebrate the final destination. Saying ‘thank you’ for a completed sale and hinting at the next stage of the relationship goes a long way.
  • Factor in concurrent (but not competing) sales funnels. Accommodate people who need to go off and a read a more detailed guide on your product(s) before committing. Comparison tables are a quick way to convince people who are on the fence about making a purchase.
  • In an online environment, a sales funnel has to work really hard and compensate for the lack of human interaction you’d get in a regular store.

Use emotive imagery to complement your copy

Is your store full of bland product images? STOP.

Don’t ignore the emotional power of images and photos. Use them to raise the emotive bar on your website. (You can also use product images to further SEO and conversions).

  • In your imagery, connect your products with their benefits rather than features. This will help you broaden the spectrum.
  • Don’t go too far the other way and just fill your store with shots of smiling happy families: remember to also provide value with informative product images. Use the emotive imagery to sell, but don’t forget to inform too.
  • Don’t go for cheesy stock imagery that’s going to be used on thousands of other sites. You want pictures that are just as unique as your copywriting.

Share real customer stories

People having those “this changed my life” moments with your products? Share them!

Sometimes if it’s all coming from you, it just doesn’t seem real (the customer sees you as ‘the sales guy ’). Give your customers a voice for a more personal person-to-person vibe in your content.

  • Use real names, people and images. Don’t airbrush these stories.
  • User-generated content is one of the hottest content marketing trends, and for good reason! Think about how you can use visual galleries, embedded social media, and quotes to create robust customer success stories.

Appeal to universal needs

We all have them. Some of our needs are universal and are at the very core of what makes us human. Can your product appeal to a deeper sense of self?

Delve beyond the superficial benefits of your products to the deeper and darker motives behind the purchase.

Are people trying to prove a point about themselves? Advance their careers? Have a happier marriage or relationship? Aspire to something?

  • Stop appealing to your customer’s logical side all the time with metrics, case studies and detailed reviews. Embrace the power of emotive language and go for the emotional jugular. For B2B products, embracing a more emotional tone can help you stand out amongst generic ‘solutions’.

Dial down on corporate or technical speak

B2B ecommerce merchants sometimes hide behind a smokescreen of ‘clever’ corporate speak. In truth, you’re just alienating your customers by treating them like corporate bots, not humans.

People buy from people, so stop trying to sell to a computer algorithm or desensitized robot. Corporate speak is the enemy of emotions as it pumps the copy so full of jargon there isn’t even an inch left for real dialogue.

  • Corporate jargon is the antithesis of real and natural language.
  • Clever words don’t always work know your audience. You might be comming off as patronizing, not helpful.
  • It’s hard to be convincing when you’re working with vague and imprecise language.
  • Even if users aren’t sophisticated enough to pick up on exactly what you’re doing differently, they will be glad to be spoken to like a real human being.

Evoke urgency & FOMO

Any emotion you want to evoke will be heightened by an added sense of urgency. Add a healthy dose of FOMO (Fear Of Missing Out) to the mix and you have a powerful sales copy concoction.

  • Directly question your prospect’s unwillingness to buy now. What exactly is holding them back? Do they lack confidence or decisiveness, or have you not given them a compelling enough reason to buy yet? Is there an elephant in the room you have not addressed?
  • Everyone reacts to requests that specify a specific time. It makes us realize that time stops for no man.

Emotional ecommerce copywriting is about cutting to the chase and appealing less to logic, more to gut. It totally pays off as a tactic because in the bargain you’ll also learn loads more about your customers. Win-win. What emotional sides can you uncover from your product?

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