Writing web copy that motivates people to act like zombies to brains? “What’s James been smokin’ now?” is probably what you’re thinking, right? 
Kind of a disgusting title for an article, I know; but what does motivate zombies to eat brains anyhow?
It’s because they are infected with a virus that makes them want them so bad, that they simply can not help themselves!
Now, when it comes to writing web copy, what can you do that will motivate people to act like zombies to brains?
Simple…
You appeal to what motivates them to buy.
What is this mysterious “virus?”
It’s called… emotions!
When writing web copy always keep the following in mind:
“Is this what motivates them?”
It makes no difference if you are writing web copy for a squeeze page, long-form sales letter, or even a measly 500 word blog post. After all is said and done, will your reader act on what was written?
“People don’t buy for logical reasons. They buy for emotional reasons.” - Zig Ziglar click to tweet this
Injecting emotion into your web copy acts like a virus that will motivate your reader to act.
We buy for emotional reasons, then we justify our actions based on logic. However, the initial purchase is triggered by our emotions.
We buy because we want to:
- Feel better
- Look better
- Gain respect
As well as a slew of other needs and desires.
Thus, it only stands to reason that you tap into these needs and desires when you are writing web copy. Here’s how:
5 Tips for Writing Web Copy That Motivates People to Act
Web Copy Tip #1: Insert Emotion Into The Problem
What is your prospect’s problem, the one your product solves? Create a list of problems your prospect has and determine how you can weave emotion into the dilemma.
For example, “Fed-up by the lack of subscribers signing up at your blog?” or “Overcome by technology and looking for a simple way to increase sales?”
Fed-up and overcome are words that tap into people’s emotion (makes your zombies hungry!)
Web Copy Tip #2: Inject Emotion Into Your Solution
For instance, “How would it make you feel to add 5,000 new subscribers to your list in the next 90 days?” or “How easier would life be if you got your hands on one simple tool that increased sales by 10%?”
Web Copy Tip #3: Weave Emotional Words In The Body Of Your Copy
For instance:
- Timid
- Overjoyed
- Helpless
- Victorious
- Youthful
- Attractive
- Love
- Fulfilled
- Secrets
- Pioneer
- Immediate
- Thrilling
- Blessed
“You’ll be thrilled to discover how simple it is to look young and attractive again!”
Do you see how easy it is for you to tap into the minds of your reader by simply injecting emotions into your web copy?
Feel how much more powerful your web copy writing will be at motivating people to act, almost as if on command!
Web Copy Tip #4: Rational vs. Emotional Words
There’s a useful tool online you can use for this, visit Thesaurus
Simply copy and paste your web copy into the text-box, then click “Check Thesaurus”. A pop-up box will open that shows highlighted words within your text, then a list below that of words to choose from. Pick the words that increase emotion to your web copy.
Web Copy Tip #5: Insert Emotional Words In Strategic Areas
Headline, opening paragraph, sub-heads, main body text and your call to action should all include words that tap into people’s feelings.
A sense of urgency, big promises along with other headline and call to action techniques all utilize the power of emotional words.
For example, when you say “Get it now before the last copy is gone,” you are utilizing the fear emotion. People will be afraid they’re not going to get access to a copy of the book and will click through to make a purchase now, which is what you want.
When you’re writing web copy, remember that we buy for emotional reasons. Consider the following:
- What is your reader’s dreams or desires?
- What feelings do they want to experience?
- What emotions do you want them to feel?
- How can you use emotion to motivate people to act?
Take into account the emotions you have when you are making a purchase, then put yourself into your customer’s shoes. Writing web copy that motivates people to act speaks to their feelings to make it happen.
- James
