Power Words to Drive Action

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The Power of Emotional Copywriting

Insights from Demand Curve

Harnessing the right words can transform your marketing efforts. By using powerful words in a strategic order, you can evoke the precise emotions that drive your audience to act.

1. The Dual-Emotion Ad

Consider an ad that reads top-down to stir anger and anxiety: screwed, it’s too late, we don’t trust anyone, we don’t have a choice. Read it bottom-up, and it inspires hope and encouragement: choice, livable, imagine healthy future.

This clever manipulation of emotions showcases how a single piece of copy can elicit different feelings based on the order of words. The tagline, “Buy Less, Demand More,” adds a powerful, thought-provoking punch.

2. Power Words in Action

Power words are persuasive, descriptive terms that trigger strong emotional responses. They can make us feel scared, encouraged, aroused, angry, greedy, safe, amused, or curious. Emotions like these are what drive people to take action.

3. Emotional Impact on Virality

The research found that certain emotions are more likely to make content go viral:

• Awe-inspiring content is 30% more likely to be shared.
• Anger increases sharing likelihood by 34%.
• Anxiety boosts sharing by 21%.
• Amusement raises sharing by 29%.
• Conversely, sadness decreases the likelihood of sharing by 16%.
• Positive emotions, in general, lead to a 13% increase in sharing.

Data from thousands of New York Times articles supports these findings, emphasizing the viral power of high-arousal emotions.

4. Applying Emotional Triggers

When crafting your copy, ensure it evokes high-arousal emotions like awe, fear, amusement, anxiety, arousal, anger, greed, safety, or curiosity. If your content only evokes mild emotions like contentment, sadness, or boredom, it’s time for a rewrite.

The Takeaway

To drive action, focus on the emotional impact of your words. Strategically use powerful words to evoke strong emotions, and watch how your audience responds. Emotions justify logic, but they are the true drivers of actions.

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Insights from Rundown AI

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