When your copy stimulates awe, your customer should experience a physiological reaction like goosebumps or chills. A physical reaction comes from stimulation of the mind. And the positive emotion of awe is more likely to move a person to action. Direct marketers and copywriters have the opportunity to create these physical sensations with awe-inspiring copy.
The link between positive moods and the physiological reaction we get with goosebumps is proven. So if you give your prospects goosebumps, surely you can sell more.
Research at the University of California, Berkeley between emotions such as compassion, joy, and love, versus the levels of interleukin-6 (IL-6)—a secretion which causes inflammation in the body—finds that those who regularly have positive emotions have less IL-6. Researchers noticed the strongest reaction with one particular emotion:
You may not think of creating awe and wonderment when writing copy, but you should. Dacher Keltner, a psychology professor and the senior author of the study, gave examples of awe by saying “Some people feel awe listening to music, others watching a sunset or attending a political rally or seeing kids play.”
So what is this emotion called “awe?” Look at a dictionary and you’ll be told it’s “an overwhelming feeling of reverence, admiration, and fear, produced by that which is grand, sublime, or extremely powerful.” It can also result in a subconscious release of adrenaline.
An adrenaline rush causes the contraction of skin muscles and other body reactions. Adrenaline is often released when you feel cold or afraid, but also if you are under stress and feel strong emotions, such as anger or excitement. Other signs of adrenaline release include tears, sweaty palms, trembling hands, an increase in blood pressure, a racing heart or the feeling of ‘butterflies’ in the stomach.
If you create a strong new memory in your message that reminds your audience of a significant event, with the adrenalin rush they may feel goosebumps or chills. Past awe emotions can resurface with the right triggers.
Most importantly, how do you spark awe in your direct marketing campaigns?
- Stimulate emotions that recall a strong past positive memory
- Use powerful visuals that accompany copy that paint a picture
- Stir memory that resonates so strongly that it “feels” right
For your next marketing campaign, deliver that sense of awe so your customer feels goosebumps and chills. And there’s a chance you may feel them, too, as you look at your response rate.