Copy Writing & Conceptual Advertising

Copy As Emotion
Lecture # 6
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Emotion in Advertising
It can create a long lasting impact on Target Audience

Emotion Emotion Emotion

Principle 1 Principle 2 Principle 3
• Every word • Every good • You sell on
has an emotion ad is an emotion, but
associated with emotional you justify a
it and tells a outpouring of purchase with
story. words, logic.
feelings and
impressions.

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Emotion in Advertising
Let’s take the last point first of “Emotion Principle 3”

Why do you think people buy the Mercedes-Benz automobile?

Is it because of the rack and pinion steering or the antilock
braking system or the safety features?

Other cars have the same features, so why spend a fortune to

buy one when, for a fraction of the cost of a Mercedes, you can
get an American or Japanese car or even a Volvo that has
many of the exact same features?

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https://www.youtube.com/watch?v=e6NLHBRTDzo
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Role of Music in creating Emotion
Tarang Latest TVC (https://www.youtube.com/watch?v=blgyYIuSMJQ)
Pepsi Latest TVC (https://www.youtube.com/watch?v=famNyTLAxgI )

Take a song and say the words without the

music and it may sound rather funny.

Look at the emotion of a message conveyed in the form of a song. The music is
like the vibration or that special harmony that you work at creating in an
advertising message. If the music appeals to the audience and their soul, they
are really set up to receive the sales message—or in the case of a song, the
words, which incidentally also have an attached emotion.

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Logic Often Doesn’t Work
But still important to show how much you care about your customers
• In writing copy for an advertisement, often you get your reader in an emotional frame of mind as a
result of the environment you have created, and logic becomes less important.

For example,
The phrase near the end of ads, “If
you aren’t absolutely satisfied, return your product
within 30 days for a prompt and courteous refund.” Who ever heard of a refund being
courteous? It doesn’t matter.

• The emotion or the feel of that phrase really says that we are a very respectful and
understanding company that will return your money very promptly.

• With very few words, it conveyed the feeling of being a concerned company that acts promptly. And
even though the phrase makes no logical sense. Often, a phrase or sentence or even a premise
does not have to be correct logically. As long as it conveys the message emotionally, it not only does
the job, but does it more effectively than the logical message.

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Bringing Emotion into the Copy of Digital Calculator
The new display showed both alphabetical and numeric characters.
• There were several reasons they failed, but one of the main reasons was the way they pitched the
product—on a logical level.
• They tried to explain what the term alphanumeric meant in a display and how much memory the unit
had.
• The ad was filled with facts and logic, and because it was such a new breakthrough product you would
think it would sell just based on logic. It didn’t.

• First tested the ad in the catalog and came up with the headline “Pocket Yellow Pages” with the
subheadline being “Let your fingers do the data entry with America’s first computerized pocket
telephone directory.”

• Now listen to the emotional version of the copy.

• You’re stuck. You’re at a phone booth trying to find a phone number, and people are waiting.
You feel the pressure. To the startled eyes of those around you, you pull out your calculator,
press a few buttons, and presto—the phone number appears on the display of your calculator.
Adream? Absolutely not.

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The Emotional Approach
Terffic Success with emotional approach

• But look at the emotional approach used. There is nothing about the product’s technical advantages,
nothing about the powerful memory of the unit.

• It is important to understand the nature of the product and the person buying this product. Each
product has an inherent nature, and understanding that inherent nature will help you sell it.

• Later on in the ad it was justified the purchase with the facts and the technology but not too deeply.

• The real motivation for people to buy this product was the emotional appeal of the sales
message.

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What Comes after the First Draft Is What Counts

• And as you write copy, keep this in mind. It makes absolutely no difference what your first draft looks
like.

• If you can get all your feelings and emotions about the subject out on paper and work from there, you
will have mastered a very important technique. The final point on the emotion of copy relates to words
themselves.

• If you realize that each word has an emotion attached to it—almost like a short story unto itself—then
you will also have a very good understanding of what emotion means in the copywriting process.

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Words Have Strong Emotions Attached
REAL FEEL OF WORDS
• what do words like consumer and rip-off make you feel?

• The word farmer may not only remind you of what a farmer does for a living but also bring to mind
words like honesty, integrity, earthy, hardworking.

• Think of all the feelings the word farmer conjures up, not only from your experience but from what you
feel emotionally.

• What thoughts come to mind with the word lawyer? When you analyze these words and see how you
can use them to create a message that has emotional impact, then you have mastered an important
lesson in writing copy.

• Here’s some copy I wrote that points out the emotional differences in copy. Which sounds better?
Example 1: The old woman in the motel.
Example 2: The little old lady in the cottage.

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Words Have Strong Emotions Attached

• Don’t feel that you have to have a total command of the emotional impact of words to be a great
copywriter.

• It takes testing and common sense more than anything else. And knowing the emotional feel of words
is like your general knowledge—it comes with time.

• It is enough for now that you realize the importance of the emotional values in every word. As time
goes on, you will feel this influence play a bigger and bigger role in your successful copywriting.

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One of the most important and valuable
Formula of Copywriting

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Never sell a product or service. Always sell a concept
If you can understand and learn this single point, you will have mastered a major lesson in writing good advertising copy.

• What do I mean by “concept”? There are many words that mean the same thing.

• for example, the hot buzzword in advertising might be positioning.

• A product is positioned or placed in such a way as to appeal to the consumer.

• Other terms commonly used are Big Idea, or USP (unique selling proposition), maybe even
gimmick. Whatever it’s called, it means basically the same thing. You sell the sizzle and
not the steak—the concept and not the product.

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 Never sell a product or service. Always sell a concept
• The only exception to this rule is when the product is so unique or new that the product
itself becomes the concept. Take the digital watch for example.
• But as the digital watches became plentiful and everybody understood what they did and
how they worked, each ad had to differentiate the features of the watch through a unique
concept.
• For example, the world’s thinnest digital watch or
• one with a built-in alarm or
• one with the most expensive band, or
• the one with the finest quality, or
• even one that required a laser beam in its manufacturing process—all were different
concepts.
• Concepts started selling watches; the product was no longer the concept.

Another example was a smoke detector. Instead of selling it as a smoke detector, the headline screamed,
“Nose”—a product that just sat on your ceiling and sniffed the air. It sold quite well.

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This Weekend……Only Party Hard !!!

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