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Why emotional words are essential in selling copy

Why emotional words are essential in selling copy

– and why so-called intellectuals who dabble in marketing – can be a pain in the ass…
I always enjoy receiving newsletters from Andy Owen of Andy Owen Copy and Creative.   I heard him speak at a seminar in London a few years back.   He says it as it is and there’s always lots to learn and improve on.  This is his latest newsletter.  He talks about using ‘everyday words’ and further on in the article he lists  the ten most frequently-used words in Schwab’s 100 good headlines – which is interesting!  I hope all my clients know to write all about YOU/the reader…. I go on about it often enough!  Nice to see endorsement, nonetheless…..
“You – 31 Your – 14 How – 12 New – 10 Money – 6  Who – 8 Now – 4 Why – 4 Want – 4 People – 4             (Not many intellectual words in that lot, is there?)
“I use the oldest words in the English language. People think I’m an ignorant bastard who doesn’t know the ten-dollar words.
I know the ten-dollar words. And they don’t work in copy…”
Ernest Hemingway
Read that and digest it. Read it again. And again. And believe it. Because it’s true.  Hemingway was one of the greatest writers ever.
His work has touched so many people – and will continue to do so, for as long as this world of ours keeps on turning.
One of the secrets of his success, was he was ‘real’. A man of the people…
The way he wrote, connected readily with people. Rich and poor. Of all races and creeds. People of all types and profiles. And, of all ages.
This was down to his genius – and the words he used. Copywriters today could learn so much from him.
If you are writing copy to generate a response and a positive reaction, then here are three essential copy commandments that I’m sure Ernest
would have endorsed, had he been around today.
1. Never use a ‘clever’ word when a simple one will do.
2. Use everyday words that connect to the reader and sound as if
you are talking naturally to them.
3. Keep any so-called intellectuals as far away from your copy as
possible.”
Read Andy’s article here