Understanding how your customer feels is crucial to establishing rapport, trust and, ultimately, the sale.

When you pair curiosity in general with the desire to find out something that will directly benefit us you have a very powerful cocktail indeed.

What’s the reality for your product. What’s the real problem it solves? You could do a lot worse than focus your copy on that.

‘Why should I?’ That is what the person you are trying to persuade is thinking. They don’t necessarily know you. They don’t necessarily trust you. (They almost certainly don’t trust you.)

Happiness. Sadness. Fear. Anger. Disgust. Surprise. These are the six primary emotions.

Are your customers’ brains wired differently to every other human’s? Because unless they are, their brains are just the same as smokers’, boozers’, gamblers’ and philanderers’ brains. They all have the limbic system. And that means that emotions play a dominant role in their decision-making.

emotional language engages the listener’s emotions because it is emotionally engaging.

Why not integrate your testimonials into your copy a bit more subtly by introducing the customer as a character in your story, and treat the testimonial more as dialogue?

the A/B test conducted by The Economist revealed, once again, that the longer copy (our four-page test letter) outpulled the shorter control (two pages).