I was helping a buddy yesterday
craft her marketing copy
for an upcoming book.
One of the things
we worked on
was deciding
which ONE emotion to focus on
and then crafting copy
that intensified that emotion.
Why one emotion?
Because if we focus on two
or three or four emotions,
it decreases the impact
and usually results
in the prospect feeling nothing.
I spend my entire day
every day
trying to invoke emotions in people.
That is what great writing is.
And I still find it damn difficult.
Look at your marketing copy.
Study the power words,
the words that make an impact.
Do they all invoke the same emotion?