A Secret Persuasion Weapon
Unlock the Power of Hope in Your Emails
Zig Ziglar, the master of sales and motivation, once posed a simple question: What do people really want?
Unraveling this mystery is at the core of my craft as an email copywriter. Heck, it’s at the core of my craft as a sales copywriter writing for any format. Here’s a twist for you…sometimes, the most direct question leads to the least direct answer.
So let’s ask the question - what does Hope have to do with it? People's inherent desire for hope, especially when facing an impasse, is a psychological undercurrent that drives human behavior.
Imagine a businessman, overwhelmed and feeling cornered by numerous challenges. He meets a consultant who doesn't immediately jump into problem-solving mode. Instead, this consultant listens, nods, and then builds a narrative that instills hope. The result? The businessman leaves not just with solutions, but with a renewed sense of possibility.
Now picture a woman with a mysterious illness. She's seen the best in the field. She’s been tested for tens of health issues, sometimes tested twice. While nothing definitive has been determined…yet. It’s the promise of hope from yet another specialist that draws her in and keeps her seeking a diagnosis and treatment.
Why? Because when faced with uncertainty, hope is a powerful magnetic lure.
As an email copywriter, my superpower isn't just in selling a product or service. It lies in the ability to sell hope. It's about tapping into that deep-seated desire for a brighter tomorrow that resides in every reader.
How You Can Weave Hope Into Your Emails
Empathize, Don't Just Sympathize - Start by acknowledging the reader's struggles or desires. Let them feel seen and understood.
Paint a Picture of Possibility - Use words to craft a vision of how your product or service can usher in positive change.
Back It Up with Substance - Hope is hollow without substance. Provide evidence, testimonials, or stories that reinforce the promise of a better outcome.
I know, I can hear you saying it…Show Me! LOL Hang on because I’ve got a concrete example for you.
Let's say you're selling a productivity app. You know you must list the features. It’s the first thing people look. And when you get to the benefits of each feature, the most important part of your copy, tell a story of someone overwhelmed by disorganization who discovers a new sense of control and achievement with your app. Because it's not just about being organized…it's about the hope of a stress-free, successful life.
Remember, wielding the power of hope in your copy is both a privilege and a responsibility. It's about guiding your reader to a place of betterment, not just making a sale. Use this insight and watch as your emails transform from mere messages into beacons of hope.
Got questions, insights, or stories to share about your journey in email copywriting? Hit reply or leave a comment. I'm all ears!
Looking for a second pair of eyes on your copy or need help crafting your next campaign? I’m happy to answer questions via email or you can get on my calendar for a virtual coffee chat - just click here: Coffee with Charlene
Until next time,
Charlene Burke
Let's Connect
P.S. "Hope is the thing with feathers that perches in the soul" – let your words be that thing.