How can you write emotionally resonant copy for your ads?

2 Use emotional triggers

The second step to write emotionally resonant copy is to use emotional triggers that capture your audience's attention and interest. Emotional triggers are words, phrases, images, or sounds that evoke a strong emotional response in your audience, such as curiosity, fear, anger, joy, surprise, or sadness. Some examples of emotional triggers are questions, stories, testimonials, guarantees, scarcity, urgency, or social proof. You can use these triggers to create headlines, subheadings, hooks, calls to action, or benefits that appeal to your audience's emotions and make them want to learn more or take action.

3 Tell a story

The third step to write emotionally resonant copy is to tell a story that engages your audience and illustrates your value proposition. Stories are powerful tools to convey your message, build trust, and persuade your audience. Stories can be personal, customer, or brand stories, depending on your goal and context. A good story has a clear structure, a relatable character, a relevant problem, a compelling solution, and a satisfying outcome. You can use stories to show your audience how your product or service can help them overcome their challenges or achieve their aspirations, and how they will feel after using it.

4 Use sensory language

The fourth step to write emotionally resonant copy is to use sensory language that stimulates your audience's imagination and emotions. Sensory language is language that appeals to one or more of the five senses: sight, sound, touch, taste, or smell. Sensory language can help you create vivid descriptions, evoke emotions, and increase recall and retention. You can use sensory language to paint a picture of your product or service, describe the benefits or features, or create a contrast between the before and after scenarios.

5 Be authentic and empathetic

The fifth step to write emotionally resonant copy is to be authentic and empathetic. Authenticity means being honest, transparent, and consistent with your brand voice and personality. Empathy means showing that you understand and care about your audience's feelings and needs. You can be authentic and empathetic by using a conversational tone, addressing your audience directly, using personal pronouns, expressing your values and beliefs, acknowledging their pain or frustration, and offering genuine help and support.

6 Test and optimize

The sixth and final step to write emotionally resonant copy is to test and optimize your copy based on the feedback and results you get. Emotional copy is not a one-size-fits-all solution, and different audiences may respond differently to different triggers, stories, or language. You need to measure the performance of your copy, such as the click-through rate, the conversion rate, or the engagement rate, and compare it with your goals and expectations. You also need to collect feedback from your audience, such as surveys, reviews, or comments, and analyze it to understand what works and what doesn't. You can then use this information to tweak, refine, or rewrite your copy until you find the optimal combination of emotional elements that resonates with your audience and achieves your objectives.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?