An emotive appeal uses descriptive copy and evocative imagery to paint a picture of the benefits your prospect will experience. An effective emotive page creates an aspirational picture that resonates with the prospect’s desires.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
If you read Influence by Robert Cialdini, what you realize is that many things are successfully sold by opposites. Everybody has one of these, so it must be good. Or: not many people have one of these, so it must be good. You can achieve the same emotional effect with opposite messages. There are two great ways to check into a hotel. One of them is... See more
Adam Grant • Are We Too Impatient to Be Intelligent?
(positive and negative messaging)
Donald Miller • Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business
the popularity-based message would be the right one in any situation where audience members had been exposed to frightening stimuli—perhaps in the middle of watching a violent film on TV—because threat-focused people want to join the crowd. But sending that message in an ad to an audience watching a romantic film on TV would be a mistake, because a
... See moreRobert Cialdini • Pre-Suasion: A Revolutionary Way to Influence and Persuade
copywriting concepts that motivate us to act: fear, greed, guilt, exclusivity, anger, salvation, or flattery.