1. Copywriting

Are You Marketing With A Mask On?

Hey friend,

Let me ask you something a tiny bit controversial today:

  • What’s moving the big tides around the world?
  • What created the Arab Spring?
  • What’s animating the Occupy Wall Street protestors?
  • What created the 2008 financial meltdown?
  • What’s shaking the entire European economy right now?

Just one word… EMOTION.

So why conceal it behind a persona, industry conventions, or anything at all?!

Creative Commons License photo credit: KO_Photos

If you think raw emotion channeled to a purpose can move global currents… do you think it just MIGHT do the same in your market?

In other words:

If your emails instill deep emotion and curiosity, do you think that just might make a big difference to your open rates and clickthrough rates?

If your sales copy is dripping with emotion and channeling desire, do you think that just might keep them reading and look for the order button?

You bet it does!

19/365 libre office
Creative Commons License photo credit: shingleback

Like it or not, humans are emotional beings. Provided with the chance to react with emotion, they will do so, even involuntarily. When that happens, you have the option to channel that emotion into turning the desired action. So take off your mask and let it show!

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Comments to: Are You Marketing With A Mask On?
  • October 19, 2011

    I wish I was the kind of copywriter that could evoke whatever the heck they wanted to, Juho… It’s a gift.


    PS Adding your blog to my CommentLuv enabled blog list.

  • October 19, 2011

    That is so true. My best posts, those that have got the ,ost readers and comments, I mean, have been the heartfelt ones. You need to feel strongly and have passion about what you do. And if the passion is gone, it’s time to find something else to do!

  • October 22, 2011

    Too true Ana.. I guess it’s just easy to see those things when you have the ‘copy goggles’ on. 🙂

    Thanks for dropping by!

  • October 22, 2011

    So right Debbie, being transparent and real means you’ll have a followership in the long term…

  • October 27, 2011

    On a different note, if your mask is different you are most likely to get a lot of attention. Now that is what is called marketing right?

  • October 27, 2011

    That’s an interesting point of view Eddie. And certainly I can see a lot of people taking that approach. For better or for worse.

    I wouldn’t necessarily call it marketing though, even though Seth Godin wrote a book about all marketers being liars, and all that. It can definitely backfire also, I don’t think pretending to be something you’re not works very often. Be that as it may…

    To me, marketing is the act of communicating a genuine belief in the practical value of a product or a service, in a manner compelling to the prospect. No masks necessary…

  • November 1, 2011

    Very true. That’s why Internet marketers say the money is in niches associated with emotion e.g. health treatments, creating wealth, relationships, etc. It’s all about connecting on a personal level and learning the art of influencing emotion…

  • November 5, 2011

    Yeah…., that’s something that I have been thinking about doing, Since I know a few things about script writing I also know a few things about adding some ‘drama’ to writing, so I just re-written a recent post about using a Laptop Computer for Profit as not only a Laptop but also as

    ‘An excellent partner for Launching
    your Business to greater hights’.

    I do think that that might add a little more Excitement to it than
    just saying that a Laptop is a great Investement for your Business. 🙂

  • November 8, 2011

    I just sent out a fund raising email and I can’t get anyone to respond, even good friends. I don’t know how to make it more emotional. Hope something clicks in my copy writing soon. Life sorta depends on it.

  • November 8, 2011

    You got a point there Juho. Emotions appeal to people since every emotion is anchored to a specific need. However, I think marketing is also about wearing the right mask- one that your intended customers is actually looking for.

  • November 9, 2011

    Brian – I think your last sentence is a bit of a giveaway as to what might be wrong. Even a hint of desperation in sales copy, and it’s game over. I’ve written quite a bit of fundraising copy in my time and it’s no different. If you want a critique, check out https://juhotunkelo.com/copy-critique/

  • December 19, 2011

    Great share with us, I find marketing the most valuable thing about owning website right behind content.

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