Friday 13 February 2015

The unmatched power of emotional truths

To produce great copy, the writer must truly connect with the subject at hand – and then tap into a universal emotional truth.

Every copywriter knows what it’s like to slog away at a piece of copy for a product or service they just don’t believe in. It’s tough. Every benefit feels a little flat – every promise a touch empty.

That’s why it’s so important to establish a genuine emotional connection with what you’re selling. Find a way to channel your own emotional drivers, link it to a particular feeling from your own life and it’ll make for more authentic, passionate and powerful copy. There’s a reason for this. On a fundamental level we all feel the same things, no matter our personality, social status or culture.

The truth doesn’t age
That’s why Bicycle Thieves, a film written in 1940’s Italy about a guy looking for a bicycle is still relevant today. The film isn’t really about looking for a bike. It’s about a desire for order amongst chaos.