As a copywriter and creative type in general, I’m a big fan of the Apple brand and its many polished products. But it hasn’t always been easy to be a member of the Apple faithful. In fact, my loyalty has been tested by two elements: fire and water.
Using Emotional Language in Copywriting
Words carry emotion. Words like hope, freedom, desire, sale and cheap inspire emotional reactions deep in the limbic system. Given the power of these emotion associations, it’s no surprise that copywriters use them to propel people to action. Yet, there are potential pitfalls. Let’s look at how different companies are using emotional language to see what’s working and what’s not.
