a solopreneur's guide to
Words without emotional context are just a bunch of letters strung together in a way our brains can recognize... on autopilot (a.k.a the last state you want to fling your readers into)!
To hook people with your words you’re going to have to ditch the jargon and get emotional. This lesson is going to take you turn-by-turn through my entire 4-part emotional copywriting process so you can get to the hearts and souls of your audience without having to dumpster dive through their lives.
LESSON by: DRE BELTRAMI
CONSUMPTION time: 45 minutes
WE FEEL FIRST AND THINK LATER
We’re emotional, irrational, complex weirdos who feel their way through situations and then scour the ends of the Earth looking for logic to validate those feels.
When we’re out in the wild, minding our own business, scrolling and clicking our fingers to the nubs, we’re carrying around all kinds of questions.
We’re questioning our identities all day, everyday. Trying to make sense of who we are and how we feel about who that is.
The biggest culprit of EMOTIONAL copywriting fails
Is jargon, ak.a. the warts of writing, and you've been a victim of it countless times.
Case in point...
A premise or statement that’s drenched in thinking and slow roasted in logic.
Unfortunately, the only time logic persuades is when it’s justifying feelings.
HOW TO TELL IF YOUR COPY IS EMOTIONAL
Are you addressing their questions?… Orrrr, droning on about your products or services?
Droning is what I call jargon-packed, desire-deficient, feature and benefit-driven broadcasts that lack any emotional context. I also call it a marketing dutch oven, it just depends how much side-eye I’m going for.
Our questions are what drive our actions. Answers are what we're out there searching for.
When someone addresses the questions swirling around in our heads in their copywriting it’s like a mental Scooby-Doo double-take — autopilot powers down, senses heighten, and we’re all cylinders on deck, baby.
It’s like this crumb of validation. We suddenly feel understood and filled with hope. It makes us want more of the cookie that crumb belongs to.
You = the cookie (you got that, right?)
Most times, all it takes to get them free-falling into your content is an emotional headline and opener that speaks to the feelings they’re trying to validate.
Which is exactly what this emotional copywriting how-to lesson is all about.
FROM LETTERS STRUNG TOGETHER TO WEB-READY emotional COPYwriting
Fire up the emotional copywriting how to lesson below to learn a foolproof 4-part workflow for writing emotional copy from scratch (even if corporate lingo has killed your natural writing nerves and/or you lost your voice so long ago you wonder if it’s ever coming back).
You don’t have to know what you want to say, you just have to know who you’re talking to.
My emotional copywriting workflow covers the rest.