7 Feelings That Add Warmth to Copywriting

Sometimes we get too close to the bells and whistles of our products and services. When that happens, it can be helpful to step back and remember what is near and dear to the heart of your prospective customer. Push away bright, shiny features and techno-speak, and ask yourself if any of these seven feelings can open a new pathway for you to be invited inside your prospect’s mind

Sometimes we get too close to the bells and whistles of our products and services. When that happens, it can be helpful to step back and remember what is near and dear to the heart of your prospective customer. Push away bright, shiny features and techno-speak, and ask yourself if any of these seven feelings can open a new pathway for you to be invited inside your prospect’s mind.

As marketers, we know there are many ways to persuade someone to read or listen to your sales message, such as money, success, respect, and influence.

But perhaps you need an emotional hook. With simplicity and emotion in mind, here are seven feelings where you can bring warmth and emotion to your copy and message.

  1. Family: What more important value than the love a person has for family? Family-centered safety and warmth is a winner about every time it’s used. When most people think about what’s most important in their lives, it’s family.
  2. Friends: Including friends into a sales message can free up the mind from the drudgery of day-to-day work. And most people associate friends with entertainment, time together, and sharing of personal relationships.
  3. Fun: With our senses so often bombarded with negative news, a fun or playful spirit in your sales message can lighten the mental load. Most people would rather play than work. Fun invites involvement. Involvement invites response.
  4. Food: This tasty four-letter F-word gets your attention, doesn’t it? Now that you’ve read it, you might be salivating. Just the word “food” can trigger basic human desire to eat (that snack or dessert sure you’re imagining tastes yummy, doesn’t it?).
  5. Fashion: Deep down, we want to look good. And clothes and fashion help create a personal branding statement. Most people want to be attractive, and most people are attracted to others who look good.
  6. Fitness: People have good intentions about being fit and healthy, even if they don’t want to hit the gym and know they could do better. So, get attention by conveying how you can contribute to someone’s improved health.
  7. Fido/Felines: When was the last time you watched a video on social media featuring a cat or dog? You can admit it. We all do. So you can hardly go wrong when you introduce a lovable or quirky pet into your marketing message.

Simple emotions? Yes. But sometimes we all a little nudge to remind us it’s the small things that stir our feelings.

Gamification: Game Playing? Or Game Changing?

Direct marketers have known for years that involvement devices in direct mail draw the reader in and often result in higher response rates. A couple of recent articles about “gamification” and the fact that the Super Bowl game is coming in a few days, got me to thinking about how direct marketers can seize the “gamification” phenomenon. Here are five ideas about how you can use our cultural obsession to play games to

Direct marketers have known for years that involvement devices in direct mail draw the reader in and often result in higher response rates. A couple of recent articles about “gamification,” and the fact that the Super Bowl game is coming in a few days, got me to thinking about how direct marketers can seize the “gamification” phenomenon. Here are five ideas about how you can use our cultural obsession to play games to boost response.

Two recent articles are worth noting for direct marketers. One article was about playing games. The other about gamification.

On one side of the coin, games are used to reduce stress by people who play on mobile devices. In this case, an eMarketer report said that 50 percent of mobile gamers spend up to 30 minutes daily playing games to reduce stress. Others use games to pass time.

On the other side of the coin, offices are using gamification to increase productivity, which reportedly increases stress. In office settings, gaming processes—gamification—engages users to solve problems that improve user engagement, ROI, data quality, timeliness and learning. An article in the Wall Street Journal titled “The ‘Gamification’ of the Office Approaches” noted how productivity inside offices can be tracked and measured in points, fostering competitiveness and excellence.

Gaming is all around us. Millions scratch off lottery tickets or pick random numbers, and casinos are often packed.

In a few days, the biggest football game of the year—the Super Bowl—will be played with millions watching, and a lot of money wagered, as it becomes a national obsession for several days.

Let’s face it: We’re a culture who loves to play games and keep score.

For direct marketers, we can use our cultural obsession with games for a marketing advantage to increase response.

Whether you use offline direct mail with tokens or other involvement devices, or online channels, gaming techniques that are vetted as being legal, can be a good way to perk up your results.

Here are five ideas:

  1. In direct mail, if you mail your prospects or customers frequently, add a game that builds over time for purpose, more interaction and anticipation of your mailing.
  2. For any channel you’re in, use games to create customer loyalty so your buyers return again and again.
  3. In social media, check-ins and badges using mobile apps are like games, and they get your name in front of the friends of your fans.
  4. Encourage people to play a game that requires completing surveys and gives information about themselves for use in nurture marketing programs.
  5. Let your prospects and customers track their game scores, but as a direct marketer using sophisticated marketing automation software, you can turn the tables and score your customers to determine who is most likely to come back and buy again.

Finally, if you’re stumped with generating ideas, get your staff together and play games to get the ideas swirling. Ideation meetings that include games often bring out unexpected creative ideas.

Bottom line, use the principles of gamification to reinvent and re-energize your direct marketing approach. By becoming familiar with gamification techniques now, you or your staff may identify the next big sales game changer.