Liv Steigrad of Tender L Creative is a fellow copywriter who brings psychological insight to her wordsmithing.
I am a not-so-secret fan of hers, so I invited her onto So Crisp to get emotional about copywriting – in a good way!
Ever wished you had an alter-ego? Liv and I discuss the power of names, and then we get into the psychology of copy, client avatars, and taking risks. There’s a bit of queer marketing and baby-having in the mix as well!
The Crisp Takeaways
* Yum *
1. Writing for memory ties into both your words and how they’re organised on the page. The truth is, most of the time, people aren’t paying much attention. There are so many things constantly demanding our attention that our we just don’t retain that much information. But there are tricks you can use. One of my favourites is to try to write musically. Write with rhythm, with rhyme, with repetition. Alliteration – but only if you can make it seem incidental.
2. Next up, writing for emotion: You’ve probably heard the phrase ‘features tell, benefits sell’ before.
With the features and benefits, the reasons this works all link back to emotion. Firstly, describing the benefit/result/their experience prompts the reader to envisage it. Bam. They’re visualising themselves having it. That’s an important step in selling. Now ideally, envisaging this thing will also inspire some emotion. Relief, happiness or pride…That’s what you’re going for. There is actually a particular level of emotional arousal which was found to be ideal for helping people retain information. Strong, but not too strong. So that way, even if they don’t buy the thing right then – it’ll stick around in their minds for longer.
3. And now for that three-word phrase – which you’ll notice I’ve left until last, so hopefully everybody listening remembers it. Ready?
Emotion trumps logic.
People buy things on emotion. The logic comes in afterwards when we justify it to ourselves. Every single word has some kind of emotional nuance attached to it. That’s why names are so important. That’s why business and product names are so important.
There’s the meaning of the word, and there’s the emotion attached. When you work with both, that’s when you get really powerful copy.
You may have noticed, this is not a regular nuts-and-bolts podcast about copy. You can get those elsewhere. We’re looking for Crisp new ways to discuss wordy elements so if you have a suggestion, drop me a line!
Love what we’re doing? So do we. You can help
Share this poddy
Give us a billion star review on all the iTunesey places
If you’ve enjoyed this podcast it’s probably only partly due to the dulcet tones of my voice. A truckload of credit has to go to Elle Roberts, OBM and all-round smart woman, as she splices and dices, organises and Asanas, launches and consults, tweaks and twiddles so much of what happens for So Crisp to go from chattery to podcast supreme. If you’re thinking of launching a podcast, you need Elle on your team. Find her here.
So fresh. So good. So Crisp.
Subscribe to be the first ears to consume fresh deliciousness.
Shannon liberates big-dreaming, big-hearted, big-to-do-list women from all the STUFF that shows up when you start and grow a business. She does this by through her ground breaking Thrive Factor Experience - an archetypal profiling framework, designed specifically for...
Swapna helps rebels on purpose develop a firebrand mindset and go rogue with their marketing so they can confidently own their value, claim their voice and get (well) paid for their genius. In this episode we talk about how and why to be a Rebel with a Purpose (and...
Clare Wood, a business coach and numbers guru shares her thoughts on the Mumpreneur label and why it's a term that she is really proud of. But first, she shares her favourite word and why the meaning of the word has changed and evolved as her she moves through her...
© Copyright 2016 - 2019
Jay Crisp Crow + Crisp Copy
If you steal my words I'll
send my teenagers to your house
...with their kitten
Jay Crisp Crow acknowledges the Traditional Owners of country throughout Australia and recognises their continuing connection to land, waters, and community.
This business pays its respects to them and their cultures; and to elders past, present, and emerging.
Want mouthwatering words that open hearts (and bank accounts)?