4 Examples of Emotional Triggers in Copywriting

Emotional triggers are stimuli that evoke strong emotional responses in people. In copywriting, emotional triggers are used to create responses such as purchasing, subscribing for newsletters, sharing contents, and many more. Many experts agreed that emotions drive decisions. Copywriting aims to increase profits from products or services and also shape connection with customers. Psychological tricks in copywriting are using emotional triggers words from some common emotions; curiosity, excitement, trust or loyalty, and some negative emotions.

1. Curiosity

Creating curiosity among customers can increase clicks or viewers, depending on the content. Try making a sentence or using words that can make people want more information from your brand.

QuickQuote as an example, “Don't you think you need life insurance? These statistics might change your mind.” ‘Change your mind’ is the copywriting they used to increase curiosity.

2. Excitement

Excitement can convey energy, happiness, and anticipation. Some words to use are thrilling, adventure, exploding, heart-pound, and many more.

DollarShave Club uses this copywriting “Get Ready to look, feel, and smell your best.” on its website. This copywriting style doesn’t just sell, but allows customers to feel excited to experience your brand.

3. Loyalty

Establishing trust is crucial to maintain loyalty of customers. In copywriting, loyalty can be shaped from choosing certain strong adjectives for slogan, call to action or anything. Some words as examples are credible, authentic, and expert.

• Verizon Wireless: We never stop working for you.

• Whole Food Markets: …unshakeable commitment to sustainable agriculture.

4. Anger, Sadness, or Disappointment

These negative emotions could be a strategy for a positive purpose in business. Anger, sadness, and disappointment usually comes from a problem, this fits the ‘problem-agitate-solution’ copywriting formula. Therefore, anger copywriting always provides solutions for customers.

• Are you fed up with complicated email marketing software that makes promises it can’t keep?

Triggering certain emotions from copywriting is a strategy to influence people's behavior. Copywriting strategies can be formed by understanding the target audience, choosing the right triggering words, and generating the words into storytelling. Finally, adding some emotional trigger word in copywriting can affect the way audiences respond.