[aageneral] Article Submission: Subtle Emotion - They Key To Copy That Works
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Please email the author at: kt@copywritingcourse.com
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Article: Subtle Emotion - They Key To Copy That Works
Author Name: Karon Thackston
Email: kt@copywritingcourse.com
Word Count: 614
Category: copywriting
Copyright Date: 2005
Web Address: http://www.marketingwords.com
Reprint Instructions: Article must be reproduced in its
entirety. Resource box/bio and copyright date must be included.
Live links must be given to any URLs within the article and/or
resource box. Do not list your own site as the original publisher
of this article. Do not direct visitors to link to your site in
place of the author's site. Please email us notification of where
the article will be used and a copy of your newsletter if you are
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Subtle Emotion - The Key To Copy That Works
by Karon Thackston © 2005
http://www.marketingwords.com
Say the word "emotion" to a man, and he'll immediately jump out
of his seat and run from the room! Utter the word "emotion" to a
woman, and she begins to conjure up thoughts of romantic, long
talks centered around feelings. However, speak the word
"emotion" to a copywriter and s/he should see dollar signs. Why?
Because a good command of subtle emotion is the key to copy that
works.
The Difference Between Subtle and Obvious Emotion
Confusing obvious and subtle emotion is a common mistake among
copywriters. Let's say your copywriting client tells you his
product should make the end user feel classy and sophisticated.
He wants the copy you write to convey that message. What happens
when writing with obvious emotion is this:
---------------------------------
Our silverware patterns will make you feel classy and
sophisticated. They will decorate your table in an upscale
manner so you and your guests will think you're in a fine-dining
restaurant.
---------------------------------
Obvious emotion tells readers what they will think, see or feel.
This approach is clumsy and awkward and rarely has the result the
client is looking for. On the other hand, subtle emotion has a
much greater appeal. Why? Because it deals with imagery. When
you show people, rather than tell them, how they'll feel or what
will happen after they buy your product or service, you evoke
core emotions rather than shallow feelings. Here are several
examples of subtle emotion at work:
---------------------------------
Graceful and elegant, these silverware patterns are sure to bring
compliments from your guests. With an exceptional display of
taste and style, you can adorn your table with distinctive
stainless or sterling silverware that highlights every element of
your table setting.
---------------------------------
As peaceful and charming as a Sunday afternoon on grandma's front
porch, these metal gliders are recreations of the WWI originals.
Rock the afternoon away with a big glass of lemonade and a little
nostalgia wafting through the air like a gentle summer breeze.
---------------------------------
Spend lazy days and restful nights in this poster bed dreaming
about romantic interludes. Finished with Gabon mahogany veneers,
your bed has reed posts, a removable canopy frame and a louvered
headboard reminiscent of a shuttered window.
---------------------------------
Do you see what's happening in the copy examples above? No one
came right out and said, "Your table's gonna look real classy if
you use our silverware," but the notion is there. From the
description given, you pick up on the fact that this silver will
do more than make your table look good. It will make you look
good in front of your guests and give you a little boost of
confidence due to all the compliments you'll receive.
The metal glider chair copy never said your blood pressure would
be reduced as you sat on your porch de-stressing from a long,
hard workweek, but that's the distinct impression you get from
the copy, isn't it?
And the poster bed? Just the mention of the materials (Gabon
mahogany, reed posts) and romantic interludes gives a feeling
that this bed is something special, although the copy never
actually says so.
By using subtle emotion, by painting a picture of what the
customer will get from these products, by incorporating them into
the customer's everyday life, you - as a copywriter - are able to
pique interest and increase sales. Ah! The power of words!
Karon Thackston is owner of Marketing Words, Inc., a full-service
copywriting agency. She is also author of the highly acclaimed
Step-by-Step Copywriting Course, now in its third edition. You
can find Karon online at http://www.marketingwords.com or
http://www.copywritingcourse.com.
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DO NOT REPLY TO THIS MESSAGE.
=============================
Please email the author at: kt@copywritingcourse.com
to let her know where the article will be placed. Thank you!
Article: Subtle Emotion - They Key To Copy That Works
Author Name: Karon Thackston
Email: kt@copywritingcourse.com
Word Count: 614
Category: copywriting
Copyright Date: 2005
Web Address: http://www.marketingwords.com
Reprint Instructions: Article must be reproduced in its
entirety. Resource box/bio and copyright date must be included.
Live links must be given to any URLs within the article and/or
resource box. Do not list your own site as the original publisher
of this article. Do not direct visitors to link to your site in
place of the author's site. Please email us notification of where
the article will be used and a copy of your newsletter if you are
publishing the article in an ezine.
-----------------------------------------------------------------------
Subtle Emotion - The Key To Copy That Works
by Karon Thackston © 2005
http://www.marketingwords.com
Say the word "emotion" to a man, and he'll immediately jump out
of his seat and run from the room! Utter the word "emotion" to a
woman, and she begins to conjure up thoughts of romantic, long
talks centered around feelings. However, speak the word
"emotion" to a copywriter and s/he should see dollar signs. Why?
Because a good command of subtle emotion is the key to copy that
works.
The Difference Between Subtle and Obvious Emotion
Confusing obvious and subtle emotion is a common mistake among
copywriters. Let's say your copywriting client tells you his
product should make the end user feel classy and sophisticated.
He wants the copy you write to convey that message. What happens
when writing with obvious emotion is this:
---------------------------------
Our silverware patterns will make you feel classy and
sophisticated. They will decorate your table in an upscale
manner so you and your guests will think you're in a fine-dining
restaurant.
---------------------------------
Obvious emotion tells readers what they will think, see or feel.
This approach is clumsy and awkward and rarely has the result the
client is looking for. On the other hand, subtle emotion has a
much greater appeal. Why? Because it deals with imagery. When
you show people, rather than tell them, how they'll feel or what
will happen after they buy your product or service, you evoke
core emotions rather than shallow feelings. Here are several
examples of subtle emotion at work:
---------------------------------
Graceful and elegant, these silverware patterns are sure to bring
compliments from your guests. With an exceptional display of
taste and style, you can adorn your table with distinctive
stainless or sterling silverware that highlights every element of
your table setting.
---------------------------------
As peaceful and charming as a Sunday afternoon on grandma's front
porch, these metal gliders are recreations of the WWI originals.
Rock the afternoon away with a big glass of lemonade and a little
nostalgia wafting through the air like a gentle summer breeze.
---------------------------------
Spend lazy days and restful nights in this poster bed dreaming
about romantic interludes. Finished with Gabon mahogany veneers,
your bed has reed posts, a removable canopy frame and a louvered
headboard reminiscent of a shuttered window.
---------------------------------
Do you see what's happening in the copy examples above? No one
came right out and said, "Your table's gonna look real classy if
you use our silverware," but the notion is there. From the
description given, you pick up on the fact that this silver will
do more than make your table look good. It will make you look
good in front of your guests and give you a little boost of
confidence due to all the compliments you'll receive.
The metal glider chair copy never said your blood pressure would
be reduced as you sat on your porch de-stressing from a long,
hard workweek, but that's the distinct impression you get from
the copy, isn't it?
And the poster bed? Just the mention of the materials (Gabon
mahogany, reed posts) and romantic interludes gives a feeling
that this bed is something special, although the copy never
actually says so.
By using subtle emotion, by painting a picture of what the
customer will get from these products, by incorporating them into
the customer's everyday life, you - as a copywriter - are able to
pique interest and increase sales. Ah! The power of words!
Karon Thackston is owner of Marketing Words, Inc., a full-service
copywriting agency. She is also author of the highly acclaimed
Step-by-Step Copywriting Course, now in its third edition. You
can find Karon online at http://www.marketingwords.com or
http://www.copywritingcourse.com.
########################################################
Looking For Quality Content?
The Syndicator provides free, quality syndicated articles
for your website that are automatically updated each week.
Syndication feeds include:
Business/Sales
Internet Marketing/Promotion
Web Design/Development
Biz Tips
Web Design Tips
Home & Family Matters
Dinner Ideas
Health & Fitness
Horoscopes
AngelVoice
Headlines
and more...
http://www.web-source.net/syndicator.htm
########################################################
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