Forums: Discussions for entrepreneurs and small business.

I don`t know if appealing to negative vs. positive emotions makes a difference.  As far as I`ve seen from successful sites, and plenty of webcopy books, it seems not to make much of a difference.  I do think the more I read it, the more I feel, like the cookiemonster mentioned, it is unfocused.  I`m working on it!! :)

Right on!! Keep working!! Rome wasn`t built in a day.

I strongly advise against negative copy. It`s a really bad idea unless you`re marketing something for which it is completely justified. For example, many chemotherapy drugs contain the following information in their *marketing* materials:

"A single dose of this drug may cause death."

Fair enough. It`s chemotherapy.

But on a business services web site? There`s no justification. Why would you want to associate your web site with negative imagery? Why would you want to market something for "success" and talk about failure?? That isn`t common sense. If you want to market success, talk about success.

As I said, appealing to fear and anxiety is a HUGE money-maker! It`s an issue of style, and your own personal philosophy. However, if you`re going to appeal to negative emotions, then Hold That Concept in your mind as you write. Or hold the positive emotions concept. Not Both!

The problem is to understand that your personal emotional state while you`re writing, will inform your actual writing process. You`ve heard about how if you answer the phone with a smile, customers can "hear the smile" in your voice?

Same with writing. If you`re clear about your emotional undertone, your writing will be far more coherant. There`s a whole thing about "emotional logic," otherwise known (sometimes) as motivation. This isn`t the place for it, so I`m just giving you the really really short version.

Yes, I agree with that.  I guess to me I see that what triggers people to make a purchse are either "oh i don`t want to end up like that" or "oh that sounds like a grand idea."  If I have fear of something, I will want to take precautions by purchasing the necessary products/services that will help me overcome this problem.  Same with if I feel good about a product/service.  But I think that appealing to the positive side is often a bit trickier, too.  Anyways, I am keeping your advice in mind as I build this new copy.  Thanks guys!