How The Hell Do You Write With Emotion?

Sometimes I sound like a broken record but listening to Blank Space on repeat is the only way I can sing Taylor Swift with 100% accuracy at karaoke night.

What I'm about to say you've probably heard, but trust me when I say you need to hear it again:

People buy based off emotion. Then, they use logic to justify the purchase after their initial emotional yes.

So, the question isn't how do I get people to buy? Because der, emotional copy.

The question becomes so, how the hell do I write emotional copy?!

The answer:

Show. Don’t tell.

Show your people their truth.

Which example below makes you feel something?

Exhibit A:

I am a documentary style photographer who loves unconventional, messy real life shots, because that’s real life.

Exhibit B:

The kids spilt the milk again. The clean clothes are piled high on the couch. And still, the sweet sound of laughter fills the air. You lean back on the kitchen counter with your cold coffee, finally able to drink it after playing with the two. These are the moments you’re going to miss the most. But I won’t let you.

Exhibit B is emotional writing.

We've picked the truth of the client - their morning routine - and we've described their story in short heart-punching sentences.

That's all you need to do.

Remember: Storytelling is great, but you can write emotionally without it having to be an entire story. Just a snapshot. A sentence. An image that you paint with your words.

Simply painting a snapshot of what their Monday morning looks like is enough.

When you can master showing people instead of telling them, you’ll see emotion popping off the page. Your people will start reaching out to you and paying you. Because people buy based on emotion.