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  Using Emotion in Copywriting  
 
Writing emotionally compelling copy can be a tough job sometimes. When copywriting incorporates emotion that truly reaches out to the audience in an effective manner, this is one of the very best feats. Copywriting from an emotional point of view takes thought, empathy, and of course some very tried and true skills. Whether you are representing a product or service that is emotional in nature or are performing copywriting that is meant to stand out due to the emotional messaging, this can be a challenge for the most seasoned writer. Emotion is often a difficult thing to write about and much be done with very careful planning.

If using emotion in copywriting is not done properly, you can immediately turn away and even anger your reader. You want the copywriting to come across as sincere and as if it is coming from a point of view that understands the point of view being presented. If it looks like the emotion is insincere or mass produced, your message will be lost and the piece which you have provided will likely end up in the garbage. Using emotion in copywriting is something that takes time and requires much thought and skill. This is usually the type of copywriting that takes some time and skill to work up to.

If you are a writer that is lucky enough to possess an emotional point of view in your writing, then you’re lucky as you have what it takes. If however you are used to copywriting with facts and messages, then you need to take your time with this. You need to think through what matters and why your message is emotional to begin with—what are you trying to convey through your emotional message? It must come from the heart and the copywriting must jump off the page compelling the reader to do something for a cause. It helps if you can personalize the emotion to something in their life. If for example you are trying to reach out to parents, then you want to make the message an emotional one about their children or the act of parenthood.

Emotional copywriting is a fine art, and it’s not every writer that can handle this. It takes practice and it takes the ability to get into the mindset of the consumer to determine what’s important to them and what evokes emotion. The most important thing in this type of copywriting is to remember that you want to convey emotion without coming across as cliché or fabricated. The emotion must come from a genuine place and if it does, it can produce excellent results from the readers.





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