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@portentint
Emotional Content
Presented by: Ian Lurie@portentint
@portentint
Me
CEO, Portent (Seattle) Idealistic marketing cynic Captain Asphalt Award Winner @portentint
@portentint
You know about headlines, power words, stop words, colors and emotions, and all the other stuff.
@portentint
Time to level up with copy that evokes a response
@portentint
These are things to try. Not things you must do.
@portentint
Mix and match.
@portentint
Does this work?
@portentint
How’s a
Yeah, I’m smug
20% conversion rate improvement?
@portentint
How’s a
Yeah, I’m smug
2x funnel completion rate?
@portentint
how ya like me now!!!???
@portentint
Appeal to basic emotional states
i’m funny
@portentint
And their subtexts
Bleep
i’m embarrassed
@portentint
Anger Those idiots frakked it up
@portentint
Betrayal!Deception!
!
@portentint
Surprise What the frak is that?!!!
@portentint
A secret !A story that doesn’t end the way it started
@portentint
Disgust That is frakking nasty
@portentint
At behavior!At taste!At smell!
At a situation
@portentint
Happiness That is the greatest frakking thing ever!!!
@portentint
Humor!Sentimental!
Pride!Success!
Joy
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Fear I’m going to frak this up
@portentint
Loss!Failure!
Mistakes!Guilt !
Catastrophe
@portentint
Sadness All around me are
familiar frakking faces
@portentint
Loss!Guilt !
Nostalgia
@portentint
Evoke a strong response
ok, maybe not that strong
@portentint
Narrate, don’t dictate stories really do work
@portentint
Technique 1 From mystery to CTA
When I was in law school, working in a bicycle shop, I became a marketer
Start with a hook
I saw the boulder coming up at !me and I knew I was screwed
Start with a hook
There was a thud, a loud crack !and I saw stars
Walk the reader forward
Then I realized I was still conscious
Name the benefit
And unhurt
Name the benefit
My helmet saved me
Explain why
Wear your helmet
Make the CTA
@portentint
Technique 2 Benefit to CTA
I save 12 hours per month
Benefit
Use Zapier, and you can too
CTA
@portentint
Technique 3 Start with mystery
It was the most important flat I ever fixed
Huh?
I was pedaling through Portugal
Hmmm…
A woman had a flat tire
Oh, I see where this is going
I fixed it in a few minutes
Nice!
We’ve been married for 18 years
Awwww
Take Frank’s Bike Mechanic Certification
WTF?!!!!
@portentint
Evoke emotion Don’t emote
@portentint
We are delighted to offer you our new, sleek bicycle helmet, the HH1
How nice for you
@portentint
The new, sleek HH1.
Ooooh
@portentint
Use active voice
@portentint
Foothair was invented by Bilbo Baggins
@portentint
Bilbo Baggins invented foothair.
Hemingwayapp
@portentint
Use adjectives for information
not punctuation
@portentint
An exciting offer
Bad
@portentint
A limited-time offer
Good
@portentint
…a fantastic inner tube...
Bad
@portentint
…a thorn-proof inner tube...
Good
@portentint
…a sleek sports car...
Good
@portentint
…a sleek file cabinet...
Really?
@portentint
Try present tense to help me ‘see’ the result
You’re sitting in your office
OK
A seagull sits outside your !window croaking
Uh…
“Give me a status update”
WTF?!!!!
“Why aren’t we ranking #1?”!“It’s just Wikipedia”
WTF?!!!!
“RFP! RFP!”!“It’s not you, it’s us”
WTF?!!!!
Then you jerk awake in a cold sweat
WTF?!!!!
You’re sitting in your office
Again?!
Basking in the glow of a happy client
Oh!
You just showed them their amazing ROI
Oh!
By using Smurf Tracking Software
Er…
@portentint
Tell me what it’s like to reap the rewards of your product
@portentint
Keep your noggin safe & cool
@portentint
Get up and running in minutes!!Enjoy a fast Internet connection anywhere in your house
@portentint
Get up and running in minutes!!Enjoy a fast Internet connection anywhere in your house
@portentint
Scare me fear of loss is a powerful motivator
@portentint
In 10 hours, this deal is gone
@portentint
Don’t miss out
@portentint
Your whole family. Dead.
Over the top
@portentint
What happened to Fido shouldn’t happen to any dog. The shame of flea mange.
OK
@portentint
Make me special
@portentint
Get 10% off!
Don’t discount
@portentint
Get 10% more!
Bonus
@portentint
As a member, you’ll receive…
Make me part of the club
@portentint
Tell me I’m awesome I love it
@portentint
Your new app is amazing. Time to launch.
@portentint
Don’t overuse clickabait It gets old fast
@portentint
56 Ways I’ve Seen This Type of Headline Before
@portentint
use our middleware
@portentint
Piss me off if you want me to take action
@portentint
I’ve got a secret other marketers !don’t want me to tell you
What?!!! Those bastards!!!
@portentint
Did you have to pay for that colonoscopy?!Your insurance company should have
Ewwwww
@portentint
Reassure me with a promise
@portentint
If it doesn’t work, tough shitskies.
Not OK
@portentint
All sales final. No refunds.
If you must
@portentint
Sometimes, things just don’t work as planned. If that happens, contact us for support and, if necessary, a refund.
If you must
@portentint
“All sales final. No refunds.”
If you must
@portentint
When you’re done, you’ll feel stronger
OK
@portentint
Try this. You’ll sell more stuff.
OK
@portentint
Visuals
@portentint
Design Don’t decorate
Use more babies!Women like babies and other feminine icons
@portentint
@portentint
Visuals describe They don’t separate, break up or decorate
@portentint
Careful with those stock photos
@portentint
Careful with those stock photos
this car is great!
I know! I feel fit. and attractive.
@portentint
Careful with those stock photos
@portentint
You might…
@portentint
End up…
@portentint
Regretting them
@portentint
Loosen up your layout is constipated
@portentint
@portentint
@portentint
@portentint
Colors mean many things
@portentint
I am sophisticated
@portentint
What does that meeeaaaannnnnn…
@portentint
Excitement
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Imminent catastrophe
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Go. Harmony. Nature.
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Vomit
@portentint
There are no best practices
when it comes to emotional response
@portentint
Test to verify not to plan
@portentint
Pick an emotion and evoke it
@portentint
Commence Heckling Ian Lurie @portentint www.portent.com
http://portent.co/blah-blahs
