Emotional Trigger Words: How to Evoke Emotional States that Compel Readers to Take Action

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One of the key elements of a great copywriting is its ability to convert lookers into clickers by tapping into a reader’s emotions using words, images, stories, calls to action, and layout.

When someone sees your ad or lands on your webpage, your copy, in conjunction with great design and complementary images, will determine if they BUY or click away without implementing your call to action.

This whitepaper gives you some ideas for word choices that evoke difference emotional states. Decide how you would like your readers to feel when reading your copy an incorporate trigger words to help evoke that emotional state.

Ask yourself the following questions:

• How will they feel after they have purchased, received, and used your product or service?

• What emotion do they ALREADY feel that you can magnify with the right words in your ad?

Now write your ad incorporating some trigger words, being sure to keep your writing tone conversational. Do not “keyword stuff,” which is the practice of jamming as many trigger words as you can into your copy, in the hopes of getting search engine placement.

Your copy must flow, paint a story, and compel. Let’s get started!

Barbara Drazga
www.DrazgaConsulting.com