Copywriter Motivators--What Makes People Pay Attention? Part 2...FEAR
/OK...FEAR...it gets people to watch movies...it also gets readers to pay attention. Losing something important. Not getting something. A copywriter must use fear with great care as it can be extremely powerful. You have to be able to back it up. It's like my favorite headline, the Warning headline...
WARNING: NEW TAX LAWS COULD DESTROY YOUR RETIREMENT NEST EGG...
However, I read a lot of tepid Warning headlines...
WARNING: YOU MAY NEED NEW TIRES
Fear of losing your retirement nest egg trumps losing the opportunity to buy new tires.
How about this though?
WARNING: BALD TIRES LEADING TO CAR CRASHES WITH INFANT FATALITIES
OK...now I've got parents involved.
The copy must back up the headline or the reader departs. The body copy must keep up the pressure...which can be difficult. I use fear for products with a clear link to fear. Medical items. Financial instruments. Cures for Bubonic Plague.
The risk with the fear motivator is overuse or insulting the prospect with a false or convoluted premise...
WARNING: PLAY ROLLING LAKES GOLF CLUB AND YOU'LL SINK A LOT OF PUTTS...
Rolling Lakes may have great greens but...
Not sinking a lot of putts is not very frightening.
With fear, it's also important to get in and get out...state you have the solution quickly then detail the remedy, the salve.
I often add the other motivators, if applicable, to fear...greed, guilt, exclusivity...but only when it makes sense.
WARNING: GOOGLE IS "GOOGLE SLAPPING" HYPERVENTILATING LANDING PAGES AND BECAUSE YOU HIRED AN ELANCE COPYWRITER FOR $50 TO WRITE THE MULTI-EXCLAMATION MARK COPY THAT GOT YOU IN TROUBLE WITH THE 'BIG G' THIS WILL RUIN YOUR HARD-EARNED ORGANIC SEARCH RANKINGS AND REDUCE YOUR REVENUE BY UP TO 75%
But I can help you regain your Google ranking and improve conversion...
Next installment...GREED...still good?
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On another note...I like to write in a local coffee shop but this has disadvantages...like having to listen to a cell phone conversation...I was next to a person today who was "buzz word" proficient...chain of command...green...creative class...renewable energy..."I'll bird dog that." It's VITAL in direct response copy to avoid this buzz word piffle.
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I'm a direct response copywriter based in Charlotte North Carolina USA. My website is here.
WARNING: NEW TAX LAWS COULD DESTROY YOUR RETIREMENT NEST EGG...
However, I read a lot of tepid Warning headlines...
WARNING: YOU MAY NEED NEW TIRES
Fear of losing your retirement nest egg trumps losing the opportunity to buy new tires.
How about this though?
WARNING: BALD TIRES LEADING TO CAR CRASHES WITH INFANT FATALITIES
OK...now I've got parents involved.
The copy must back up the headline or the reader departs. The body copy must keep up the pressure...which can be difficult. I use fear for products with a clear link to fear. Medical items. Financial instruments. Cures for Bubonic Plague.
The risk with the fear motivator is overuse or insulting the prospect with a false or convoluted premise...
WARNING: PLAY ROLLING LAKES GOLF CLUB AND YOU'LL SINK A LOT OF PUTTS...
Rolling Lakes may have great greens but...
Not sinking a lot of putts is not very frightening.
With fear, it's also important to get in and get out...state you have the solution quickly then detail the remedy, the salve.
I often add the other motivators, if applicable, to fear...greed, guilt, exclusivity...but only when it makes sense.
WARNING: GOOGLE IS "GOOGLE SLAPPING" HYPERVENTILATING LANDING PAGES AND BECAUSE YOU HIRED AN ELANCE COPYWRITER FOR $50 TO WRITE THE MULTI-EXCLAMATION MARK COPY THAT GOT YOU IN TROUBLE WITH THE 'BIG G' THIS WILL RUIN YOUR HARD-EARNED ORGANIC SEARCH RANKINGS AND REDUCE YOUR REVENUE BY UP TO 75%
But I can help you regain your Google ranking and improve conversion...
Next installment...GREED...still good?
*
On another note...I like to write in a local coffee shop but this has disadvantages...like having to listen to a cell phone conversation...I was next to a person today who was "buzz word" proficient...chain of command...green...creative class...renewable energy..."I'll bird dog that." It's VITAL in direct response copy to avoid this buzz word piffle.
*
I'm a direct response copywriter based in Charlotte North Carolina USA. My website is here.
