The legendary copywriter Joseph Sugarman is attributed to saying:
“You sell on emotion, but you justify a purchase with logic.”
In other words, it’s not just the features of a product or service that sell. It’s the emotional connection it creates with the consumer.
Psychologist and Nobel Laureate Daniel Kahneman has backed that up with science. In ‘Thinking, Fast and Slow,’ he explains that our decisions aren’t purely logical, they’re emotional.
We like to think we’re rational. But most of the time, we buy with our hearts and justify with our heads.
That’s why emotion matters in copywriting. Whether you’re selling solar panels or sleep apps, it’s the emotional hook that makes people stop, feel something, and act.
Science that backs it up
Let’s dive into Kahneman’s theory for a sec.
In Thinking, Fast and Slow, he explains how our brains have two systems:
- System 1 is fast, emotional, and intuitive.
- System 2 is slower, more logical and deliberate.
When someone reads your copy, it’s System 1 that fires first, and that’s where emotion does the heavy lifting. System 2 might kick in later, but by then, the heart’s already decided. The head just rationalises the choice.
In line with this, Harvard professor Gerald Zaltman found that 95% of our purchase decisions happen in the subconscious. In other words, emotion leads; logic follows.
Still need proof?
- The IPA analysed hundreds of ad campaigns and found emotionally driven ads were nearly twice as profitable as rational ones (31% vs 16%).
- Nielsen research showed that ads that evoke feeling drive a 23% lift in sales.
- Emotion improves memory. Your audience might forget your product specs, but they’ll remember how your message made them feel.
- And for virality? Jonah Berger’s research found that content sparking strong emotions—such as joy, awe, or anger—is more likely to be shared.
So, emotion doesn’t just sell. It sticks, spreads and converts.
How to evoke emotion in your copy
Okay, so we know that emotion drives decisions, even above rational decisions. It’s a powerful motivator. Now, let’s look at how you can apply it in your copy.
Here are a few effective ways to do it:
Tell a story
Us human beings love stories.
It’s why we binge-watch TV shows (I love a good true crime show or Viking series!), read novels, and even scroll through endless social media updates (guilty!). Our brains are hardwired for storytelling. That’s because a compelling narrative taps into our emotions.
When you create content and copy that tells a story, you’re not just presenting facts. You’re putting your reader in the middle of a journey. They start to care about the outcome, whether it’s the happy ending of a product solving a problem or the thrill of success.
Example:
Say you run a pet rescue organisation. If I won the lottery, I’d definitely do this.
Instead of simply saying, ‘We help rescue abandoned animals. Donate now,’ you can tap into the emotions of animal lovers with something like this:
‘Charlie was left in a cardboard box, cold and alone, on the side of the road. Your donation can give him the chance to feel safe, loved and find a forever home where he belongs.’
This approach goes beyond just asking for help. It highlights the emotional journey of the animal and the life-changing impact your readers can have. It’s not just about rescuing a pet; it’s about giving them a second chance at happiness. The RSPCA is great at this.
As a big animal lover, it gets me. Actually, sometimes I have to turn off animal rescue ads because they make me too sad!
Use powerful, vivid language
Words matter. And certain words can make your readers feel something.
Instead of just saying your product is ‘great,’ use words that paint a vivid picture and evoke stronger emotional responses.
Instead of: ‘Our coffee is delicious,’ try:
“Our coffee is the kind of rich, bold flavour that gives you that warm, comforting feeling with every sip. The kind that makes even the busiest mornings feel a little bit more relaxed.”
Here, we’re not just talking about flavour; we’re talking about a cosy, rejuvenating experience that connects with your reader’s emotions and daily routine.
Speak to their pain points
One of the most powerful ways to trigger emotion, and one I use a lot, is to acknowledge your audience’s struggles.
When you show that you understand their pain, they’re more likely to resonate with your message and feel that your product can help.
Example:
Instead of saying, ‘We offer managed IT solutions for businesses of all sizes,’ try something like:
‘When Sarah took over as operations manager, her company’s IT was in chaos—constant outages, endless tickets, stressed-out staff. One call to us changed that. Today, her team runs smoothly, and she finally has time to focus on growing the business, not fighting fires.’
This copy speaks to a common frustration. It offers a solution that taps into a sense of relief and trust.
Create urgency with FOMO (fear of missing out)
We all know the feeling. When you realise an opportunity is slipping away, you want it more. That’s FOMO, and it’s a powerful emotional trigger in copywriting.
Use phrases like:
- ‘Don’t miss out!’
- ‘Last chance to save!’
- ‘Only a few left—act fast!’
Fashion brands like The Iconic do it all the time. By reminding your audience that they might lose out on something they desire, you’re creating an emotional urgency that pushes them to take action now.
Example:
‘Limited edition release: Our bestselling candles are back in stock—but only for a short time. Once they’re gone, they’re gone! Don’t miss out.’
This appeals to the reader’s desire to act now before it’s too late.
Show empathy, don’t sell
When you show your readers that you get them, you build trust. Instead of focusing on what you’re selling, focus on the problems you’re solving and how you genuinely care about your customers’ well-being.
Example:
If you’re selling a mattress, don’t just talk about the features. Instead, try:
‘We know how tough it can be to get a good night’s sleep, especially after a long, exhausting day. That’s why we’ve designed a mattress that hugs your body just right, so you can rest, recharge and wake up feeling your best.’
By using emotional words and positioning yourself as a brand that understands your customer’s pain and offering a solution, you’re building a deeper connection. They feel connected.
Emotional copywriting really resonates
When you tap into emotion, you’re not just selling a product. You’re building a relationship. You’re creating an experience that resonates with your customers on a deeper level.
How many ads can you remember from years ago? Chances are, it’s not the ones that just listed features or explained how a product works. It’s the ones that made you feel something: joy, nostalgia, relief, excitement. Those are the ads that stick.
A few I remember from my 80s/90s childhood back in the UK:
- Nescafe – Gold Blend Couple
- Yellow Pages – JR Hartley
- Andrex – Puppy Ad
- Fairy Liquid – Hands that Do Dishes
- Tango – You Know When You’ve Been Tango’d
- Peugeot 405 – Take My Breath Away
- Barclays – Big Life Changes
And that’s exactly why emotional copywriting works.
The bottom line: emotion sells
At the end of the day, emotional copywriting and evocative language aren’t about manipulating your audience. It’s about speaking to their true needs and desires. It’s about making them feel understood and creating a connection that goes beyond a simple transaction.
When you tap into emotions like happiness, excitement, fear, or even frustration, you spark a response. Your audience feels something. They act. They buy. And that’s the goal, right?
Want help writing copy that speaks to the heart on an emotional level and drives results? Drop me a message or give me a call. I help small businesses and big brands.