The last post was about the importance of arousing powerful emotions, when writing compelling copy.
But what do you think the most powerful emotion is?
Would it surprise you to know that people are driven more by the fear of loss, than by the hope of gain? Research has shown this clearly.
In a recent experiment, a company selling home insulation sent out two different mailing letters. One focussed on how much per month the customer would save on heating bills by installing the home insulation. The other explained exactly how much per month the customers would LOSE if they didn't purchase the product.
You've guessed it - the response to the second letter was huge. It outpulled the first letter by thousands.
In my experience, you can make your copy really powerful by making the customer afraid to say 'No'! What do you think? Is this your experience too?
Come to the Bizwrite site for plenty more tips and tricks on writing compelling copy or to find out how we can help you.
But what do you think the most powerful emotion is?
Would it surprise you to know that people are driven more by the fear of loss, than by the hope of gain? Research has shown this clearly.
In a recent experiment, a company selling home insulation sent out two different mailing letters. One focussed on how much per month the customer would save on heating bills by installing the home insulation. The other explained exactly how much per month the customers would LOSE if they didn't purchase the product.
You've guessed it - the response to the second letter was huge. It outpulled the first letter by thousands.
In my experience, you can make your copy really powerful by making the customer afraid to say 'No'! What do you think? Is this your experience too?
Come to the Bizwrite site for plenty more tips and tricks on writing compelling copy or to find out how we can help you.
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