How can you write digital copy that is both informative and emotional?

To add a little more zest to my copy, I usually: ? Swap out complex verbs OR ? Spice up bland verbs ? Sprinkle in a few more vivid adjectives ? Mix up the sentence lengths

Copywriting is all about connecting and then selling. While writing a copy, 80% of the writers talk about the features, explaining what the product has. But in my opinion, you can never convince someone to buy or consider your product/services with features alone. You can only convince the person when you speak directly about what 'it will give to you'—how your product/service will help improve their life. First, connect, then sell.

Most of us at some point think adding big words to your writing makes you sound clever. ?? The problem is that nobody wants to read something feeling stupid because they can't understand it. Get rid of the acronyms, synonyms and complexity! If you can simplify even the most complex subject for your reader, they'll love you for it and come back for more. ??

Firstly you want to start by understanding your audience's needs and desires. Use clear language to convey information succinctly, addressing pain points and benefits. Remove any jargon or complex words from your copy. And always, always, always incorporate storytelling techniques to evoke emotions, connecting with readers on a personal level. Utilize sensory language, vivid imagery, and relatable examples to create an emotional impact while maintaining clarity and simplicity.

To write a copy that is both informative and emotional, one needs to follow the mechanics of persuasion. It's a hidden addiction of your audience and people love to feel needed. Let your audience feel that they are special and because the audience is more likely to remember how a brand made them feel with their words! Don't push things at people. Validate their gut reaction, identify feelings that aren't public and create an image of results in their brain.

Writing for the audience is key when crafting digital copy that balances information and emotion. I've found that tapping into the sentiments of your target audience and those who already appreciate your service is highly effective. One useful strategy is to explore your product's review section for insights. Pay close attention to the language, its frequency, and the underlying intent expressed by your customers. With this blueprint in-hand, you can create copy that truly resonates with your leads, fostering a deeper connection and engagement with your brand.

What you write in isolation can die before it leaves your desktop. If you can find ways to test it on real customers IRL, do it. When I worked in the transport sector I was based in an office directly above the station where customers came and went every day. It was a gift to be able to mock up ideas for customer information or advertising slogans and show them to customers face to face. If it was rubbish or didn't make sense, they'd tell me and I'd start again til I got it right ??

Keep things light hearted, even in the darkest subjects. ?? We're all human and we need positivity to keep us going, so inject this in your writing wherever you can. Your reader will come back to read more of your content if you can finish your post, article or newsletter with a sense of hope that things will improve for them after reading your work. If you're writing about job opportunities tell them how to get the skills they need, if they don't already have them. If you're writing about disaster, tell them about the people working on solutions, or show them ways that they can personally improve things. Give people hope: they'll come back for more ?