Using Emotion in Your SEO Copywriting
Emotions are an important part of the purchasing process, but many business owners completely ignore them in their SEO copy. They spend so much time explaining the rationale behind buying their product and stuffing keywords in their text, they completely ignore the personal aspect of selling.
- Sell the Benefits- It’s one of the oldest axioms in copywriting- sell people the benefits of your product rather than the features. Benefits speak to customers on an emotional level; features, appeal to them on an intellectual basis. Imagine you are a computer salesman. Instead of telling your customers about the exact amount of memory your computer has, tell them how the computer’s memory will allow them to surf the internet faster, create more documents, multi-task seamlessly, and finish their work faster so they can spend more time with their family. Those features appeal to their emotions rather than the specifics of the memory which appeal to their intellect. It’s those features the customer will consider when purchasing the computer.
- Connect with the Consumer- Appealing to your customer’s emotions through your internet copywriting can help you establish a personal connection with consumers. It allows you to speak with the customer rather than to them. Customers appreciate the personal touch because it makes it seem like you care about them. Intellectual copywriting can be too stiff, and it creates the impression you are trying to force the customer into buying your product.
Consider reviewing the copy on your website to determine if it appeals to the customer’s emotions or their intellect. Describe to the customer how your product will improve their lives. Don’t over-complicate the features of your product. Instead, you should try to simplify the buying process by focusing your internet copywriting on the customer. By doing this, you will be able to connect with your customers and build your brand. Consumers will reward you by becoming loyal members of your customer base.