How To Write Emotional Sales Copy to Get Results

Does your sales copy get results with compelling headlines and strong sales copy or is it just boring fluff?

Writing emotional sales copy is crucial to trigger the emotional response that will compel your audience to move to the next step in your sales funnel process.

emotional sales copy that gets more sales

When you push the emotional hot buttons of your target market, you can increase your online marketing success.

It’s a matter of finding the right combination of phrases, colors, images and words that will best connect with people.

4 Primary Emotions in Sales Copy that get Results

People have four primary emotions, according to new research. Although they combine in a number of ways to create yet other emotions, focusing on these four can help you create emotional triggers in your sales copy:

  • Fear
  • Anger
  • Happiness
  • Sadness

Triggering Fear in Copywriting

Fear and surprise are used to encourage action. Have you ever seen insurance companies promote fear in not having insurance when tragedy strikes? We see these type of ads frequently to get people to purchase insurance.

For your sales copy, use the first section of content to talk about a common fear that your target audience may experience. Bring up the problems of your customers before pitching the products that will address those issues.

Triggering Anger in Emotional Sales Copy

Anger is often used to get people to take action. It’s similar to fear. You see it all the time in ads for charitable organizations that help in abusive situations. They create anger to encourage people to contribute to the solution.

In your sales copy, you can write about your customers problems that create anger. For example, phrases like “isn’t it annoying when this happens” or “don’t you hate it when” will help you connect with your audience and then you can present your product as the solution.

Triggering Happiness in Copywriting

Happiness is another important emotion to trigger in your sales copy. The happiness emotion will help people share your content, generating word of mouth marketing.

Have you really looked at television commercials. Many of them are great example of happiness being used as a primary motivator.

So, how can you make people happy with your content? You offer relief to their concerns. As discussed above, you first raise concerns that trigger fear or anger, and then you discuss how your product can change that.

By offering customers a solution to the problems that you talked about, you can trigger happiness emotions.

Triggering Sadness in Emotional Sales Copy

Sadness is similar to happiness in that it impacts the same region of the brain. You can easily connect with your audience by triggering sadness as they will feel that emotional connection.

You may think it’s difficult to write copy that includes sadness but it’s really easy. Do you have a story about how where you started with your business and where you are now? Is it inspiring in some way? We hear these stories all the time. For example, someone that went from living in their car to a million dollar business.

Delivering an inspirational, motivational, or uplifting example of how you’ve transformed your life helps build the same bond that you get by triggering sadness.


Although there is a wide array of emotion, focusing on the basics can help you boost your sales in a big way!

Take a look at other sales copy and you’ll notice at least two of these emotions being used on most product landing pages. Using emotions in marketing is crucial to your success. You may have even used it in sales copy without realizing it.

For even more powerful marketing tips for copy-writing, click here to learn more.

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