How can you brainstorm copy ideas that evoke emotion in your audience?

1 Know your audience

Before you start brainstorming, you need to know who you are writing for and what they care about. Research your target market, their pain points, their desires, their fears, and their aspirations. Use tools like surveys, interviews, personas, and empathy maps to understand their emotional triggers and motivations. This will help you tailor your copy to their specific needs and emotions.

2 Use emotional words

Words have the power to influence how people feel and react. To brainstorm copy ideas that evoke emotion, you need to use words that convey the emotion you want to elicit. For example, if you want to create a sense of urgency, you can use words like now, today, hurry, or limited. If you want to create a sense of curiosity, you can use words like discover, reveal, secret, or surprise. Use a thesaurus or an online tool like Emotional Marketing Value Headline Analyzer to find emotional words that suit your message.

3 Tell a story

Stories are one of the most effective ways to connect with your audience and evoke emotion. Stories can capture attention, engage imagination, and appeal to emotions. To brainstorm copy ideas that tell a story, you need to have a clear structure, a relatable character, a conflict, and a resolution. Use the classic hero's journey formula or the AIDA (Attention, Interest, Desire, Action) model to craft your story. Make sure your story is relevant to your audience and your offer, and use sensory details and dialogue to make it vivid and realistic.

5 Ask questions

Questions are another technique that can help you evoke emotion in your audience. Questions can arouse curiosity, challenge assumptions, and invite participation. By asking questions that relate to your audience's problems, goals, or emotions, you can make them think and feel more deeply about your topic. To brainstorm copy ideas that ask questions, you need to know what your audience wants to know, what they are afraid of, or what they are excited about. Then, use open-ended or rhetorical questions that address their concerns, objections, or aspirations.

6 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?