The other day I watched a video of a “bigwig copywriter” who presented at a highly attended mainstream business conference.
In his presentation, he covered what he considered key elements to writing copy that converts.
One of these elements was to leverage the emotions associated with the “seven deadly sins” in your copy.
The seven deadly sins are: Pride, Envy, Gluttony, Lust, Anger, Greed, and Sloth.
It’s well known that humans base purchasing decisions on emotions, and attempt to justify those purchases with logic.
But what does it mean for your business when you leverage emotions like those of the seven deadly sins?
What does that say about you as a business owner or a brand?
Negative emotions are powerful and at times appropriate.
Sometimes you need to point out the fear, pain, or loss your prospects face.
But, that’s different from leveraging sleazy copy to make sales.
Consider the kind of customer that type of copy motivates?
Is that kind of customer you want to attract to your business?
Perhaps a better way to leverage the emotional motivating power of a buyer is by pressing the buttons that relate to the opposite ends of the seven sins spectrum.
Instead of focusing on greed focus on generosity.
Instead of focusing on lust focus on freedom.
Instead of focusing on sloth focus on super achievement.
Not only are these going to inherently attract great clients to your business, but you can feel good about leveraging these emotions to help a customer make a buying decision that is in their best interest – while keeping your integrity intact.