Pro Copy Tips » Psychology

11 powerful emotions to supercharge fundraising letters

Dean Rieck — Mon, 13 Dec 2010 12:00:03 +0000

To some extent, all commercial copywriting is based on emotion.

Whether you’re writing marketing copy for a car, a mutual fund, or a can of cheese spread, emotions play a part in the decision-making process.

However, nothing relies on emotion quite so much as a fundraising letter. How people “feel” about the cause will determine how they respond to your appeals.

While we humans are capable of an infinite variety of emotions, there are a few basic ones that work well in fundraising appeal letters. Here are 11 of them:

Altruism — Whether people are truly altruistic or have self-serving motives for giving is often debated. The best approach is to assume altruistic motives and appeal to other motives subtly. Assume the best of people and you usually get it.

Anger — Some highly emotional issues can cause feelings of outrage. This is a powerful motivator, but a tricky one. If you decide to be angry in your letter, maintain your anger throughout. Don’t drop out of character and slip into fuzzy wuzzy language on page 2. Your appeal should be along the lines of “This is outrageous and we have to stop it!”

Beliefs — Whether religious, political, or social, strongly-held beliefs drive the actions of many people. Find out what prospects and regular donors believe in and make sure your message is consistent with those beliefs.

Compassion — You can generate sympathy by painting a word picture of someone who needs help. Share details about that person’s life and ordeals. But be careful. If the problem is distasteful and you present it too graphically, you might make your reader turn away. There’s a fine line between sympathy and revulsion.

Ego-gratification — Gratifying one’s ego is not the same as being egotistic. It’s a sense of well being, a feeling that inner perceptions and outer realities are in sync. Since most people like to think highly of themselves, it’s best that you speak to them in an appropriately flattering tone. People want to live up to the perceptions of others.

Fear — Fear usually takes the form of self-preservation, donating to cancer research to save your own life in the years ahead, for example. This is a powerful motivator. It’s dangerous, though, because you can easily offend by suggesting self-serving motives.

Guilt — Discomfort and guilt are your emotional allies in any fundraising appeal. To spark a prospect’s desire to give, you must create a certain level of discomfort about the problem you are presenting. And the thought of not helping should cause a feeling of guilt within your reader. You can also cause guilt by giving away something, such as address labels or cards. It’s hard to use these items without reciprocating the gesture with a few dollars.

Idealism — If you have a cause with a big idea, you can frame your message around the “I want to change the world” appeal. Of course, many causes can be positioned as world-changing. The trick is to keep it believable. Even the most idealistic donors are very practical with their checkbooks.

Immortality — As children, we feel we’re going to live forever. As adults, we know we won’t, but we feel an overwhelming urge to try. Engraved plaques in a concert hall, published names in a newspaper, additions to hospitals, and other such tangible records of accomplishment are all symbols that allow a certain kind of immortality.

Joy — It’s too easy to focus on the more negative and selfish motivations for giving. However, for many people, giving creates a powerful sense of joy — the joy of sharing, of belonging, of being needed. Find the “Joy Factor” in your cause and write an appeal based on it. Many times, you’ll find it’s a winner.

Recognition — Everyone needs a pat on the back now and then. A simple “thank you” is good enough for some. For others, a certificate or some form of public notice is more appropriate. Some people give solely to be congratulated. So, congratulate them.

You might quibble about whether some of these are “emotions,” but trust me, they are. The human thinking process is largely emotional, so even a belief or a sense of idealism is strongly rooted in emotion, not logic.

When you’re writing a fundraising letter, you must find the right emotion for your appeal to generate the response you need for generous financial support.

I love writing fundraising letters. Do you? What emotions do you use most often?

The hidden motivators that make people buy stuff

Dean Rieck — Mon, 19 Apr 2010 13:00:51 +0000

If you’re writing an ad to sell a new floor mop, the very first question you should ask yourself is “Why would someone want to buy a new floor mop?”

It seems like an easy question with an obvious answer: to get the floor clean. Right? Well, maybe. But it’s usually not that simple.

Sure, maybe I have a dirty floor. But why do I care if my floor is clean? Why is my old mop not good enough? Could it be that my neighbor’s floor looks nicer than mine and what I really want is to fit in? Keep up with my neighbor? Avoid embarrassment?

There are two levels in every buying decision. The first level is logical: I need a new mop because my old one isn’t doing the job as well. The second level is emotional: I’m embarrassed by the stubborn spots on my floor (or whatever my individual reason might be).

This second level is where you find the “hidden motivators” that control the buying decision. People assume they make rational buying decisions, but really their decisions are almost exclusively driven by emotions. After people make an emotional decision, they rationalize it with logic.

You must understand the hidden motivators that trigger a buying decision if you want to write effective copy for a new mop or any other product or service.

Here are a few of these hidden motivators. This isn’t a complete taxonomy, just a sampling to get you thinking about the underlying emotions behind every purchase.

People want what they don’t have and more of what they do have.

In America especially, people are trained to expect more and more from their personal lives. People seek to gain:

Time — for themselves, their family, their interests
Comfort — ease, luxury, self-indulgence, and convenience
Money — to save, to spend, to give to others
Popularity — to be liked by friends, family, and significant others
Praise — for intelligence, knowledge, appearance, and other superior qualities
Pride of accomplishment — doing things well, overcoming obstacles and competition
Self-confidence — to feel worthy, at-ease, physically or mentally superior
Security — in the home, in old age, financial independence, provisions for age or adversity
Leisure — for travel, hobbies, rest, play, self-development
Fun — feeling like a kid again, doing something for no good reason, goofing off
Prestige — feeling of importance, a member of a select group, having power
Enjoyment — food, drink, entertainment, other physical contacts
Health — strength, vigor, endurance, longer life
Better appearance — beauty, style, physical build, cleanliness
Exclusivity — being in on something special
Envy — having something others desire
Ego Gratification — to support or enhance self-image
Business advancement — feeling successful, getting a better job, being one’s own boss
Social advancement — keeping up with neighbors, moving in desirable social circles

People want to avoid loss.

Just as people seek to gain what they don’t have, they also seek to avoid losing something once they have it. The potential loss of any item on the previous list is a strong motivator.

People want to avoid unpleasantness.

While people are driven to seek out pleasant things, there is an even stronger drive to avoid unpleasant things. This is not to say that negative appeals are always best, just that they work on a more basic level. When a negative appeal is appropriate, it can be potent. People want to avoid:

Embarrassment
Offense to others
Domination by others
Loss of reputation
Pain
Criticism
Risk
Work
Effort
Discomfort
Worry
Doubt
Guilt
Boredom

People want to be seen in a favorable way.

People like to think of themselves in a favorable light. Plus, they are sensitive about what others think of them. People want to be seen as:

Smart or savvy
First or best at something
Unique, one-of-a-kind
Creative, either generally or in a special area
Good parents
Efficient
Recognized authorities
Up-to-date, well-educated, or “with it”
Gregarious and sociable
Influential, able to get things done
Independent and individual
Popular, well-liked
Part of a group, “one of the boys”

There is no way to know exactly what emotion will trigger a buying decision for a particular person. In most cases, there are several hidden motivators working at once. But with a little thought and common sense, and maybe some customer research, you can probably identify a handful of hidden motivators at play for any given situation.

The important thing to remember is that people almost never buy a mop just to get dirt off the floor.

Program your brain for writing success in 7 easy steps

Dean Rieck — Mon, 22 Feb 2010 14:00:07 +0000

Did you ever wonder how some people can just sit down and joyously write for hours, while others struggle to crank out even a few paragraphs?

I’m not talking about writer’s block. I’m talking about what some people would call willpower, the willpower to write regularly, stick to writing schedules, and succeed.

But what is willpower? We tend to define “willpower” as energetic determination or inner strength. It’s as if we’re saying, some people can overcome their hurdles while others are just too weak. It’s a comment about character.

But hold on a minute. I think that’s unfair and inaccurate. In my opinion, some people are simply programmed for writing success while others lack that programming. So it’s really about learned behavior.

Those who can flip a switch in their brain and start writing aren’t overcoming anything or exercising great power of will, they simply enjoy writing. And that enjoyment comes from programming in their brain that gives them pleasure and satisfaction.

This makes a big difference in how you think about writing, because while it’s hard to change character, it’s much easier to change learned behavior. We’re simply talking about breaking old habits and forming new ones. Right?

So let’s drop the judgmental attitude, and concentrate on creating some positive habits that can lead to greater pleasure from writing and greater writing success in your life and career.

How? I thought you’d never ask. I just happen to have 7 suggestions.

1. Set a goal. It’s not enough to say, “I’m going to write more.” You need something more specific. Say to yourself, “I’m going to write 5 pages a day.” Or if you have larger ambitions, such as writing a book, create a schedule for writing and completing each chapter. Be realistic. Set a goal that is reasonable and attainable.

2. Make a contract. A contract? Yes, a contract. Say it out loud and mean it. If you have to, write it down and sign it. Better yet, announce your contract to people you care about. Making a public commitment creates a sense of obligation and gives you extra motivation. Your friends will ask you how you’re coming along and, if you care about what they think, you’ll want to report success.

3. Shape your behavior. Professional dog trainers use a technique called “shaping.” If you want a dog to roll over, you can’t make that happen all at once, so you give it a treat for every action that comes close to the desired result. A treat for lowering the head. A treat for laying down. And so on. You keep up the treats as the dog slowly comes closer and closer to rolling over.

Okay, you’re not a dog, but the same idea can work. That’s how you learned to act and feel the way you do today. You weren’t born the way you are. Little by little, your behavior was shaped, probably by random events, so that you either loved to write, hated to write, or like most people, fell somewhere in between.

So begin to give yourself small treats for each tiny change that brings you closer to being the sort of writer you want to be. A treat for sitting down at your desk at the same time every day. A treat for writing one page. A treat for completing a project. The positive reinforcement can slowly shape your writing attitude and behavior. Choose any small reward you want and build on each little success.

4. Create new writing cues. If you’ve ever tried to diet, you know how environmental cues affect you. Turn on the TV and suddenly you’re hungry. Why? Because you’ve eaten while watching TV so many times, one becomes a cue for the other.

The same thing happens with writing. For example, set up a place to write and do nothing else in that area. Over time, all you’ll have to do is sit down and your brain will tell you to start writing. Even better, create cues with something particularly pleasant, such as your favorite song, an exercise you like, a cup of your favorite coffee blend, anything.

5. Do happy talk. You know that little voice in your head? (I know it’s not just me who hears it.) What that little voice says can have a huge effect on your behavior. Banish the stinkin’ thinkin’ and start complimenting yourself and bucking yourself up. Focus on what you do well while you write and ignore your shortcomings.

After all, you don’t have to be perfect to be a good writer. In school, my teachers marked all my errors in red pen and graded me based on what I did wrong. Later, the little voice in my head started doing the same thing. “Look at those weak verbs.” “Awkward transition.” “You spelled that word wrong, dummy.” It made writing agony because it was all about avoiding mistakes.

But over time, I silenced the critical voice and only listened to the positive voice. Now, while I still make mistakes, I revel in what I do right, in a well-crafted sentence or a point well-made. It makes writing something I enjoy rather than dread.

6. Record your progress. If you’re really serious about programming your brain, start a writer’s journal or a simple log to keep track of what you write. Don’t write down criticisms. Record only what you do well, every success, and each goal achieved. Record at least one positive thing about everything you write. As you review your notes, you can’t help but feel energized and encouraged.

7. Reward yourself. When you reach a major goal, give yourself a significant reward. Buy that pair of shoes you’ve been longing for. Splurge on a big screen TV. Take a vacation to your favorite beach or city. If it’s a really big deal, throw a party, invite your friends, and let them toast your success. Take the time to bask in your victory and enjoy the moment. These are landmarks in your life that can forever change your attitudes and learned behaviors about writing.

Just remember, you weren’t born with the attitudes and behaviors you have. You learned them. Your mind was slowly programmed to approach writing in a certain way. Some people won the lottery and got great programming naturally. But if you’re like most people, you didn’t get this natural programming and will have to re-program yourself.

So scrap the old mental software and program yourself for writing success. Do a little each day. If I can do it, so can you.

A copywriter’s guide to consumer psychology

Dean Rieck — Mon, 11 Jan 2010 13:00:23 +0000

Copywriting is less about writing than it is about psychology.

You can be a great writer, but if you know little about how people think, you won’t succeed as a copywriter. On the other hand, you can be only a fair writer, and if you have a deep understanding of the human mind, you could do very well as a copywriter.

People can be pretty hard to figure out sometimes. Even though I’m a lifelong student of human behavior, I still can’t figure out why the young bagger at the grocery puts two dozen cans in a single bag but just one bunch of celery in another.

So providing guidance on something as complicated as consumer psychology is a little tricky. But there are a few things I’ve learned over the years that shape the way I write copy when my job is to motivate, persuade, and sell.

Here are 8 of them:

People make decisions emotionally. They decide quickly, based on a feeling, need, or emotion. Usually, therefore, intangible benefits are the key to persuasion. Even for offer-driven promotions and business-to-business marketing, there is an emotional core to every decision. Always ask yourself, “What is the emotional hot button here?”

People justify decisions with reason. Example: A woman sees a dress in a catalog and instantly wants it. But she hesitates because it’s so expensive. However, the copy provides details on the quality of the fabric, the close stitching, and how buying the dress is an investment. This justification allows her to act on her emotional impulse.

The lesson? Give people reasons to help them justify a purchase.

Another example: I know a guy who bought a huge backhoe because he needed to dig one hole in his back yard. He went on for an hour reciting his reasons for owning this mammoth machine instead of just renting it. Pure justification.

People put off making decisions. Psychology and sales experience reveal two interesting facts: 1) The longer a decision is postponed, the more likely a decision will never be made. 2) The sooner you can provoke a decision, the more likely it is to be in your favor.

This is why you should simplify the decision-making process in every promotion and force a quick response whenever possible. Specific deadlines are particularly powerful.

People are egocentric. Not “egotistic,” but “egocentric.” That means centered on the ego or self. Anytime you ask someone to do something, you must answer that person’s unstated question, “What’s in it for me?”

On a deeper level, the question might be, “How does this give me feelings of personal worth?” We all see the world and everything in it in terms of how it relates to us personally. That’s why features must be translated into benefits.

People are unpredictable. Even those of us who ponder consumer psychology can never predict with any certainty how people will act in a real-world situation. The equation is just too complex. You can formulate hypotheses about why people do what they do. You can ask people what they think and like. But in the end, you never know how people will respond to your copy until they read it.

As a copywriter, you must be willing to put preconceived notions aside and trust the results of testing. You might think you know the right answer, but customers will always tell you what works and what doesn’t through their actions. Listen to them.

People seek fulfillment. Love. Wealth. Glory. Comfort. Safety. People are naturally dissatisfied and spend their lives searching for intangibles. At its simplest, copywriting is a matter of showing people how a particular product or service fulfills one or more of their needs.

But remember that motivations always have deeper motivations. You seek wealth for security. You seek security because you fear change. You fear change because … well, you get the idea.

People usually follow the crowd. We look to others for guidance, especially when we are uncertain about something. We tacitly ask, “What do others think about this? What do others feel? What do others do?” Then we act accordingly.

A related concept is what is called the “Bandwagon Effect.” When lots of people do something, that thing becomes more than acceptable and, in fact, becomes desirable. This is one reason why testimonials and case histories are so influential.

People fear loss. In general, the fear of loss is more powerful than the hope of gain. And this fear includes (1) losing something you have and (2) losing the chance to have something you want. By properly manipulating the instinct to avoid loss, you can trigger a favorable response to your offer. But don’t turn every appeal into fear. Fear is powerful, but tricky. A positive approach is usually easier to pull off.

There’s a lot more to consumer psychology than this. But these 8 ideas can take you a long way.

If you want to truly master copywriting, there is no better field of study than human psychology.

Are you satisficing? How people REALLY make decisions

Dean Rieck — Fri, 30 Oct 2009 05:00:51 +0000

Every copywriter knows how people makes buying decisions.

Someone reads your copy. You pile on benefits and sales arguments. Fact by fact, people carefully evaluate the pros and cons of buying. If you present your information in just the right way, you will convince people to want and buy whatever widget you’re selling.

Right?

Boy do I have a surprise for you. Because that’s not at all how people make buying decisions. In fact, that’s not how people make any kind of decision.

Let me introduce you to “satisficing.”

This word is a portmanteau, a combination of two words: “satisfying” and “sufficing.”

Carnegie Mellon professor Herbert Simon coined this word in 1957 in his book Models of man: Social and rational. Here’s how Wikipedia describes the concept:

… a decision-making strategy that attempts to meet criteria for adequacy, rather than to identify an optimal solution. A satisficing strategy may often be (near) optimal if the costs of the decision-making process itself, such as the cost of obtaining complete information, are considered in the outcome calculus.

That’s pretty academic, but it basically means that people don’t use a systematic process to find the best solution. They simply seek the first solution that is good enough.

Wikipedia gives an excellent example:

A task is to sew a patch onto a pair of jeans. The best needle to do the threading is a 4 inch long needle with a 3 millimeter eye. This needle is hidden in a haystack along with 1000 other needles varying in size from 1 inch to 6 inches. Satisficing claims that the first needle that can sew on the patch is the one that should be used. Spending time searching for that one specific needle in the haystack is a waste of energy and resources.

The human brain isn’t concerned about finding THE solution, only A solution. The first that meets the needs of a given situation is the one selected.

How does this apply to copywriting? It flies in the face of the idea that people make decisions logically and that your goal as a copywriter is to “convince” people to buy something, to change their mind from not wanting it to wanting it.

We tend to think that people are reasonable and rational. So we assume that when people are faced with making a decision, they will gather all the facts, consider all possible solutions, then logically choose the best. But studies show this is rarely how people make decisions in real-world situations.

Whatever decisions people make are made instantaneously and based on an immediate emotional reaction, a want or need. The only mental work people do is rationalizing why the purchase should or should not be made.

The implications for writing copy should be obvious. You must grab attention and interest almost instantly, not through clever copy and artful design but through clear, relevant words and visuals that align with existing wants and needs.

Then you must provide enough information to allow the person to conclude that their want or need is justified, that there is little or no risk, and that a purchase is wise.

In other words, you don’t “convince” people to buy something. You present something they already want and remove all the perceived barriers to buying. For most products and services, people won’t survey all possible options. They will go with the first option that seems reasonable.

Your job as a copywriter is to satisfy people by showing the product is sufficient and will suffice. Thus satisficing.

Make sense? This is one of those things that may take time to sink in, but once you get it, your approach to copywriting will forever change.