Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Using Emotion for Persuasion > NetSparsh - Viral Content you Love & Share

Using Emotion for Persuasion

The other day, I received the last issue of a business magazine before my subscription runs out. Now, I like this magazine, but I'm swamped with reading matter so I won't renew.

Of course, I've received many reminders and offers about renewing; magazines try very hard to keep the subscribers they've got. So when the last issue came with a special promotional wrapper on the cover, I wasn't surprised.

But, what made this one interesting was a clever piece of copy that hit an emotional chord: inside the back cover of the special wrapper were the words, "You're about to be dropped from our list of active subscribers. Unless you act now."

Personally, I thought it was an effective piece of copy (even though I still won't renew). It made an emotional case for what is essentially a business-to-business offer.

Many people who write persuasive copy, whether in sales letters or internal memos, say the rest of us underestimate the power of emotion in getting the response we want from our messages.

There's a sort of rule of thumb that goes like this: Consumers buy on emotion and justify on reason. In other words, we, as buyers, think we're being rational in making a decision to purchase, or in choosing among different offers, but in reality we make the decision with our hearts and then justify that decision with our reasoning powers.

In the case of the magazine copy, I was about to be dropped -- Imagine! Me being dropped! -- from the list of active subscribers. I'm not sure what active subscribers are: do they also have passive subscribers? But, the meaning comes through. I'm about to get dropped from an exclusive club unless I act now.

Which is where the emotional factor kicks in. Who wants to be dropped? Isn't that like being in high school again and not wanting to be excluded from a popular group? Isn't there an eternal desire to belong?

With this appeal to my insecurities and ambitions, the copywriters have forced me to think about my decision not to renew. I can't just make a 'business as usual' decision; it must be a personal as well as business decision. And when a message gets 'personal,' it demands more involvement from the reader or listener. More involvement, in turn, means more attention to the message, making it more persuasive.

If you sell, this idea won't come as much of a surprise. But, if you try to influence behaviors in other ways, you may wish to add emotion to your communication toolbox. It's something you do by getting 'personal,' by tapping into the hopes, fears, or aspirations of those with whom you're communicating.

Of course, we must use emotion ethically and responsibly. If you plan to use it, step back and ask yourself how you would respond if someone else directed that kind of a message to you. That's always a simple but helpful litmus test.

About The Author

Robert F. Abbott writes and publishes Abbott's Communication Letter. Each week subscribers receive, at no charge, a new communication tip that helps them lead or manage more effectively. Click here for more information: http://site-fuel.com/?abbottr-emotion

abbottr@managersguide.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

WTOP

What the Supreme Court's online-sales-tax decision means for Md., Va.
WTOP
WASHINGTON — Maryland and Virginia leaders are reviewing Thursday's Supreme Court ruling that allows states to require that online retailers collect sales tax even if those companies do not have a physical presence in the state. While new tax charges ...
Supreme Court Widens Reach of Sales Taxes in E-CommerceNew York Times
What's that extra in my online cart? Soon, maybe a sales taxSacramento Bee
Supreme Court rules states can require online retailers to collect sales taxNBCNews.com
CNBC -CNNMoney -Reuters -Supreme Court
all 2,150 news articles »

CNNMoney

Kroger's online sales up 66%. Amazon and Walmart have a real ...
CNNMoney
The online grocery war isn't just a battle between Amazon and Walmart. Kroger's strong digital sales show the supermarket giant is serious about e-commerce ...
Kroger's New Approach to Stocking Shelves Is Boosting EarningsWall Street Journal

all 263 news articles »

Wall Street Journal

Spring Home Sale Season Shows Signs of a Bust
Wall Street Journal
A booming economy is providing little boost to the critical spring homebuying season, which is stuck in neutral due to a lack of inventory, high home prices and rising mortgage rates. Existing home sales have declined compared with a year earlier in ...
US existing home sales fall for second straight monthCNBC
Existing-home sales sink as tight supply smothers marketMarketWatch
US Existing-Home Sales Unexpectedly Fall on Inventory WoesBloomberg
Reuters -USA TODAY -Yahoo Finance
all 248 news articles »

The Olympian

Olympia's sales tax will go up July 1 to fund affordable housing
The Olympian
Shoppers in Olympia will see a higher sales tax rate starting July 1 after voters approved an increase to fund affordable housing. The 0.1 percent increase brings Olympia's sales tax rate to 8.9 percent, the same rate as in Lacey and Tumwater. Olympia ...


ABC News

Supreme Court says states can collect online sales tax, consumers likely to pay more
ABC News
In a case that could likely mean consumers paying more nationwide, the Supreme Court Thursday opened the door for states to collect sales taxes on purchases from online retailers even if that company doesn't have a physical presence in that state.


Quartz

The Steam Summer Sale just launched. Go buy some cheap video games
Quartz
The Steam Summer Sale for 2018 starts today (June 21), which is great news for people who love video games and hate having any extra money. Steam, the video game distribution platform created by Valve Corporation, provides daily discounts on select ...
Steam Summer Sale 2018: It's live, it's here, your wallet oozes fearCNET
Steam's Summer Sale offers discounts on 'Fallout,' 'Sonic' and moreEngadget
Steam Summer Sale Now LiveIGN
GameSpot -Business Insider -The Sun -Steam
all 151 news articles »

Louisiana House rejects sales tax proposal John Bel Edwards favored
NOLA.com
The House GOP leadership assisted with moving that vote forward in order to make a point that the 4.5 percent sales tax rate doesn't have the votes to pass. The Republican leadership wants a 4.4 percent sales tax rate adopted and thinks proving a 4.5 ...

and more »

CNNMoney

Smith & Wesson sales plunge
CNNMoney
American Outdoor Brands, the gun maker that owns the iconic Smith & Wesson line of firearms, reported plunging sales and blamed "social activists" for the decline. The company said Wednesday after the close that quarterly sales dropped 25% compared to ...
Gun sales plunge for Smith & WessonABC15 Arizona
Smith & Wesson owner sees weak gun sales in year aheadFox Business
'Trump slump': gunmaker American Outdoor Brands hit by sharp sales dropThe Guardian
CNN
all 157 news articles »

CNET

Amazon Prime Day 2018 will bring big sales on July 16, according to leak
CNET
Amazon Prime Day is a big day of sales for Amazon Prime members. NurPhoto/Getty. Amazon's day (and a half) of deals may be less than a month away. According to a new leak, Amazon Prime Day starts July 16. The date was shown in a reportedly leaked ...

and more »

TNW

Meet the 'reverse ICO,' where existing companies run a token sale
TNW
In 2017, Initial Coin Offerings (ICOs) netted a collective $5.6 billion, becoming one of the hottest tech trends of the year. Also referred to as token sale, ICO is a method for companies to raise funds by selling their own proprietary cryptocurrencies ...

and more »
Google News

Are You REALLY Listening?

Being a good listener requires more than just keeping quiet... Read More

Selling the Dr. Seuss Way

"I am Sam. Sam I am. Do you like green... Read More

A Little Something Special Goes a Long Way

Keeping the 80/20 rule in mind; that is that 80%... Read More

An Introduction to Store Fixtures

Everybody is familiar with the old retail chant, "Location, location,... Read More

Where to Find Mannequins for Sale

Any time a clothing store opens or expands, they must... Read More

Top 10 Ways to Sell your Product or Service While you Sleep - Part 2

Part one of this article is available at ... Read More

How To Get Face To Face Over The Phone

One disadvantage of selling by telephone is the lack of... Read More

Why Should I Buy From You?

Virtually every business you contact has this question in their... Read More

Writing Effective Sales Messages

A sales letter is a document designed to generate sales.... Read More

15 Ways To Get Really Motivated

First, recognize that motivation is an inside job. The word... Read More

Throw Out Your Selling Language - Unlock Your Natural Voice

I was sitting at my desk last week when my... Read More

Consumer Effort And The Purchase Decision

It is a basic tenet of behavioral psychology that people... Read More

How to Sell: Selling Tips of Master Moms

"If you don't think well of yourself, no one... Read More

Peddlers, Hucksters, & Empty Suits

Ever feel like you were "just a salesperson"? I think... Read More

Book Yourself Solid

THE 7 KEYS TO GETTING MORE CLIENTS THAN YOU CAN... Read More

Lazy Man?s Way To Get Customers

No matter how big or small your business is and... Read More

17 Tips for Bringing Your Event to Life

Your job as an event planner doesn't stop with the... Read More

Cold Calling Pressure Reduction

Who likes cold calling? Most salespeople don't like cold calling,... Read More

Ten Quick Etiquette Tips for Business Lunches

Knowing what to do when meeting a prospective client forlunch,... Read More

Sales Letters - How to Write Them

You could just send out your brochure to potential customers... Read More

The Benefits of Buying Used Store Fixtures

The difference between antique or vintage store fixtures and used... Read More

Can Barter Help Increase Cash Sales and Visability for Your Small Business?

Barter is becoming an increasingly popular method of commerce. The... Read More

Do Your Words Betray You?

What do the words that you use say about you?... Read More

Another Warm Lead

Saturday morning, I sat in my pajamas, sipping strong, black... Read More

Write Fundraising Letter Overlines That Donors Cant Resist (Includes Samples & Examples)

The headline that appears over the salutation in a fundraising... Read More