I'm browsing an online bookstore. A special collector's edition of my favorite novel catches my eye. Not just any edition, either. It's a beautifully bound hardcover. With gold-leaf pages and a personalized note from the author. Oh my, I sigh. This would be so grand to have in my personal library. And I'd love to show it off to guests. I click "Add to Cart" without a second thought.
I was at a friend's house with a few others to play cards. One of my friends pulls out a really nice, premium-quality, leather-bound notebook. Not only is this notebook elegant, I knew exactly who designed it - a brand known for its exclusivity and sophistication. I know this because I've had my eye on the red leather version of this same notebook. A little envious, I could easily picture myself owning that notebook. It was also easy to imagine the admiring oohs and aaahs of my friends being directed at me. A few minutes later I excused myself from the table and went outside to get on my phone and buy that red leather notebook.
I was in a high-end electronics store. The quality of the latest models of TVs, laptops, and smartphones was evident in each aisle I walked through. I really didn't need anything new. And honestly, my current devices have served me just fine. But then I saw it - a gleaming, brand-new smartphone. With all the advanced features my current model doesn't have. Suddenly, I was filled with an undeniable desire to possess it, to upgrade my technology. Yes, I bought it.
Why did I tell you these stories?
To illustrate that emotions drive action.
Did I really need the book? No. But I wanted it. I wanted it to help me look good in front of other people. My pride compelled me to buy the book.
Did I really need the red leather notebook? No. But I wanted it. I was driven by the desire to boost my self-image and status aka driven by pride or ego.
Did I really need the new smartphone? No. But I wanted it. I was driven by the inherent consumeristic desire—greed.
Leverage emotions to compel your prospect to take action.
Use one of these 7 deadly sins to trigger that emotion.
Lust: Stoke the fire of desire in your prospect. Make them yearn for the benefits your product provides. Paint a picture of a lifestyle they aspire to.
Gluttony: Appeal to their self-interest. Show your prospect that you have their best interests at heart. Demonstrate this commitment with trust indicators, testimonials, and social proof.
Greed: In our possession-driven society, the allure of ownership is powerful. Frame your product's benefits as possessions. Emphasize the prestige they bring.
Sloth: Highlight how your product or service can make their life simpler and more manageable. Show them how they can save time and avoid hassle.
Wrath: Use your prospect's pain points in your copy to provoke feelings of frustration and agitation. Show them how your product can help alleviate these annoyances.
Envy: Showcase what they could be missing out on and stir feelings of envy. Highlight the special perks and exclusive benefits your current customers enjoy.
Pride: Appeal to your prospect's sense of pride. Make them feel special, unique, and part of an exclusive group. Show them how owning your product or utilizing your service can elevate their status and self-worth.
Now, don’t go crazy and try to use more than one of these seven emotional triggers. Trust me, one is plenty in an email and remember the Power of One from a previous email tip! And really, with just one of them you can craft persuasive email copy that motivates them to act.
Remember, we're not just selling products—we're eliciting emotions that prompt action.
Sin #1: Lust - Appeal to: Desire (get what you desire / be what they desire)
Sin #2: Gluttony - Appeal to: Self-interest (get everything!)
Sin #3: Greed - Appeal to: Possessiveness (the ultimate me-focused bullet – it can all be yours!)
Sin #4: Sloth - Appeal to: Laziness (this will help you be lazy / do less work)
Sin #5: Wrath - Appeal to: Anger and annoyance Wrath (be angry)
Sin #6: Envy - Appeal to: Jealousy (rise above your particular Joneses)
Sin #7: Pride - Appeal to: Confidence (be amazing)
YOUR TURN!
Pick a sin and demonstrate it in the comments.
Talk soon -
Charlene Burke
PS Want to know the kind of businesses I write email copy for and offer marketing consulting to? Just a sampling …
Tech Companies - SaaS
B2B - Construction, Excavating Company, Recruiting Firms
Ecommerce - Pet Product, Phone Service, Yoga Apparel, Marketplace, Heavy Equipment
Coaches - Author Coach, Relationship Coach, Mindset Coach, Sales Coach
Consultants - Credit Repair, Social Selling, Fractional CMO, Fractional CTO
Service providers - Salons, Spas, Yoga, Social Media Managers, Online Ad Management
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“If necessity is the mother of invention, then surely greed must be the father. Children of this odd couple are named: Laziness, Envy, Greed, Jr., Gluttony, Lust, Anger and Pride.”
~ John R. Dallas Jr.
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