Have you ever read a book that made you cry or laugh out loud? Although you are reading words on a page, they can bring about strong emotions in you as they paint pictures in your imagination.
Words are a powerful tool that stirs emotions and can directly increase conversions. We can feel the impact of words from the heart palpitations we get from a newspaper headline, a song on the radio, a book, or the words of a bully. Words can truly change lives.
So while we discuss imagery, color psychology and layout in messaging, it is also critical to discuss the words we use. But words on their own are not what makes them memorable. What makes words stay with us are the feelings they bring about in us. So in order to understand what words to use, we need to understand what emotions we need to convey. In conversion optimization, this means we need to understand the emotional triggers that motivate our target audience and for that we need emotional targeting…
Speaking with Emotion: How to Increase Conversions with Words
