6 Simple Techniques On Writing For Emotional Impact Which Will Help You Gain The Confidence of Your Customer | Marketing Hindsight


writing for emotional impact

Writing for emotional impact means marketing with emphasis on primarily using reactive emotional words. Before getting into the nitty-gritty of the simple techniques you can use, let’s talk about emotions when writing for online reading.

There are three types of writing one is boring you to tears, the other interesting, but still not capturing your attention and the last one being wow, give me more!

To discover how to get the wow reading happening you will need to connect emotions to what you are trying to convey in your writing.

For instance, right now I’m tempted to say that my emotion is tired…but tiredness is not quite an emotion. To connect this emotionally, it would be better to paraphrase this phrase to read I’m a little frustrated that I’m tired, but on the other hand, I’m also elated to get this article finished.

As you can tell the emotions, I chose to work with falls into one of the six primary emotion which is anger, fear, surprise, disgust, happiness, and sadness. Frustrated could fall under angry, and elated could be considered happy.

As most of you know, emotions are perceived as colors. Such as, “I see red when I’m angry or blue brings me a sense of peace.”

When you use feeling descriptive words, you are already bringing in a color which describes the feeling one is having at the moment. Better yet is to guide their feelings by using words from the wheel of emotions to lead your reader into reading your content to react in the way you need or desire.

Below is a diagram of Robert Plutchik’s wheel of emotions, which illustrates quite well the emotional spectrum.

wheel of emotions

The reason emotional marketing work so well is because people feel things. It’s in our very nature to feel scared after watching a scary movie or experience heartbreak after watching a gut-wrenching movie. 

Now that I’ve explained a little bit about emotions, you might get more of an idea of why it’s crucial to include emotions in content marketing. 

Marketing through emotions also helps to make a great first impression. You want to know more about making first impressions; my last blog post was exactly about this subject.

Most of us make decisions based on what our heart says rather than go with what our brain is telling us. Have you ever noticed someone fall in love with an individual who is so emotionally toxic for them? Their brain knows this, yet their heart decides otherwise.

The benefit of emotional marketing is, not only will you sell products, but your readers may be so emotionally charged by what you have to say, they may even share what you’ve written with others who are in the same boat as them.

Show Rather Than Tell

Unknowingly your readers come to your website to experience an emotion. The best way for a writer to provoke emotion is by writing in real time. Let your readers be a part of the scene. This is a more exciting and engaging way to convey what you are trying to get across.

If you are readers yourself, you know a narrative can get pretty dull, it tends to drag the story on and on, without providing any real moving context of what is happening in the actual story.

Rather than telling your readers what the benefits of your product are, why not let them experience it with you by using descriptive words.

How can readers experience the benefits of a product?

For example, let’s say you are selling a pair of gloves. Rather than tell your readers these gloves will keep your hands warm, it would be better for it to read these gloves fit snugly around your hands while keeping the bone-chilling cold away from your fingers.

By phrasing it the second way, you are letting your readers imagine/visualize how it would feel to have these particular gloves.

Feel Your Readers Pain

Today you landed on my website because you are frustrated beyond measures that no one seems to be interested in your products. These are products that you are very proud of; they excite you because of the fantastic benefit you get from using them.

In your state of joy, the excitement of sharing these products with your readers, you step out of your comfort zone to promote them. It saddens you that no one seems interested in buying them.

It’s not that no one is interested in your products, but you do need to feel your readers pain. Emotionally.

You could have the most amazing products listed there, but if you do not tie an emotion of why your customer should buy the product. How will it benefit them? What will this product fix in their life? 

Do you know why people read fantasy science-fiction?

They read fantasy science-fiction because they want to escape to a different world. As you know, science-fiction uses a lot of imagination. The pain of the science-fiction readers could be living in a world where nothing exciting ever happens. But once they get into a fantasy world, they live through their characters of the book.

When an author writes fantasy science-fiction, the pain point is living in a boring world, but the author’s intention to answer this pain point is to move them to something more exciting.

Let Your Topic Lead The Way

You know how a character leads the way in a book, so should you let your topic lead the way. Don’t make your writing forced or it will cause you much grief of having to write it.

When you’re letting your topic lead the way you prevent boredom from setting in. Sometimes I start writing what I feel the topic should convey, but my goodness the tiredness I get from having to do forced writing gets annoying.

At this time I have to shut the computer down, just looking at the computer makes me want to throw up my hands in the air and want to walk away. 

Just as characters are a star of the book or movie, so should your topic be. Your topic should be able to speak for itself; if it doesn’t, it means you need to refocus on what your topic is all about. 

Let’s say you’re selling a pair of shoes. Your topic here is the shoes, how would you let the shoes speak for themselves? I don’t mean to have the shoes literally speaking, more about how would you make the shoes the star of your content?

One way would be to imagine your shoes can express themselves. You will have to use your imagination to hear what the shoes are saying.

For examples, let’s say you went out shopping for indoor slippers. You see a pair of slippers which have caught your eye, so out of all the slippers, these are the ones that stand. Basically, in your eyes, they are the clear winner or the star.

Now focus on what would these slippers have had to say for you to buy them?

Next time you go out shopping try this technique with yourself.

Inspire the Impossible in Your Client

Give your readers a vision of what can happen once they purchase the product. Make this vision a compelling reason; your readers should feel personally engaged and inspired to buy it right away.

Don’t beat around the bush about your product, communicate with clarity the benefits and the primary purpose of what will happen if their vision is achieved.

Let your readers know what kind of celebration to expect once they purchase your product. Give them the exact right amount of support that you stand behind them in their online decision.

Trigger your reader’s happy state of conquering the impossible.

Create a Sense of Urgency

To create a sense of urgency for the reader is to capture their attention to what they can lose out on if they don’t make a decision right away. 

Most readers online come to a website because something attracted them to it, most likely it was something that they need right away. Hone in on this; you’re already writing about the topic so you might as well place urgency on what can happen if the readers were to have a follow through with it.

Engage with your readers with a passion for how you feel about what you are talking about. This will help you to develop a connection with them from being a part of the same team.

When you are writing online stay away from creating a state of panic, stress or loss of control. Rather than focus on the negatives of not having what they want, focus on the positives of what they will have when they get what they want.

One thing you want to focus on is reducing distractions; you can do this by keeping your internal/external links to a minimum. This distracts the customers from reading continuously hence the sense of urgency falls to the back. You want to keep this sense of urgency going throughout the whole article without distractions.

As you know once readers click away from your content, it’s tough to get them back.

These are simple tips I use for writing for emotional impact. They seem to get my message across with emotion as well as understanding.

Let me know in comments below if you have other ways of writing for emotional impact.

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34 thoughts on “5 Simple Techniques On Writing For Emotional Impact Which Will Help You Gain The Confidence of Your Customer

  1. This article is very well written. The techniques you mentioned are really impressive. To be honest, I have never really thought about using a specific technique. I just try my best to write for the reader as It’s so easy to lose the attention of your audience.

    I think writing for emotional impact is an effective way to get people to read an article and actually feel apart of it. This will more likely get you the desired results. Thanks for sharing this.


    1. Glad you enjoyed the techniques. You are right when you say get the readers to feel like they are a part of your article. The more included they feel, the more emotions are being moved. Thanks for your comment.

  2. Hi,

    Nice article. Question are there words that can be use, what I mean is there a list of words that I should keep in mind?

    Are there words that trigger emotions? So how to you write “in real time” not sure I understand the concept. I like your article I just I am not getting the concept of it. Can you give me some samples of descriptive words. You know I think I got it, read your article a second time, because I agree with you. You have a very good concept here. Using the emotions, can get my readers and visitors to purchase the product that I truly enjoy and know it can also benefit them.

    I enjoy your article and bookmark the website to go over some of the other articles you have, thank you.

    Very best 


    1. The words on the wheel of emotions, if you can ladder off in more words, even better. Glad you were able to understand what my written message was. If you feel you need further clarity please let me know. Hope you find some meaningful words in my other articles as well. Thanks for your comment.

  3. Hey, I really like the diagram! 🙂

    All in all I found the article really, really powerful. I’m really into writing, it’s one of my favorite things to do. So much so, that I’m considering to become a full time free-lance writer. In that sense this was priceless.

    I’ve never really considered too much the evoking of emotions during my writing, but clearly it has the potential of making all the difference. Furthermore, I’m very sure that having more focus in regards to that would also make my articles so much more interesting and enjoyable for my readers.

    Thank you for all the insights, I really appreciate it! Looking forward to more of your articles!

    Cheers and have a Great One!


    1. Yes the diagram is fun, as well helps to create descriptive words depending upon the mood you are going for in your writing. Evoking emotion is like waking someone up on the inside to interact with your writing. Thanks for your comment.

  4. I read through your 5 simple techniques on writing for Emotional Impact Which will Help You Gain The Confidence of Your Customer but I can count to 5 only and it is (1) Show Rather Than Tell (2) Feel Your Readers Pain (3) Let Your Topic Lead The Way (4) Inspire the Impossible in Your Client (5) Create a Sense of Urgency and that is. 

    For me only 5 techniques that is enough and I will apply for these techniques to improve my content.  Beside this, many readers don’t like to read but they prefer to watch the 2 or 3 minutes’s video instead.

    Thank you 


    1. I agree with you there are some who don’t like to read, and enjoy videos. Glad that you enjoyed this article and will be able to apply the simple techniques. Thanks for your comment.

  5. I started with your blog on 5 simple techniques on writing for emotional impact.  It does sound like an interesting blog, I can tell you are writing from experience and passion. 

    I really like your about me page, people reading it will feel more comfortable with reading your other articles.

    Keep up the good work.  You have a different/unique twist to your pitch which is very catchy.

  6. Your most pertinent question that stood out for me was:

    “What will this product fix in their lives?”

    Herein lies the essence of what you’re saying about content marketing.  This is a whole new concept to me as I’m a great trainer and I keep it simple and concise to the point of simple understanding so people can comprehend the concept and apply it.  Here, I have to change my thinking again and come from a different angle and continually be asking, “What will this product or article fix in their lives?”

    I’m glad I came across your post to learn something as valuable as this which will bring in dividends in time to come.

    Thank you for expounding on this so elaborately.


  7. Very comprehensive. The writing is a flair. it can be the best marketing even for non competitive products or similar. I totally agree with you when saying that emotional words make the difference. In every sale the seller should include the emotional description, in order to be more confident. A body language will be an added value.

    1. Yes the descriptive words are great, but just enough to tantalize the reader. They need to make the purchase to get the full experience.  Thanks for your comment.

  8. HI Jag, enjoyed your post.  It is interesting to me that you focused on emotion in marketing  – we run some fitness centres and use emotion with our clients all of the time during our sales and marketing proccesses.  We do it via thier pain points – i.e what made you contact us?  what is it that you don’t like about yourself?  What is one thing you would like to focus on?  This gives us the opeing to allow them to almost tell us how our product can help them.

    For example – what is it about winter you don;t like?  cold hands?   – what would fix that for you?  I have not however seen that Robert Plutchik’s wheel of emotions before.  That is so good and i can see how you could really utilise that to assist with marketing.  Would it be a matter of seeing which emtions your product could fix or attempting to determne which emtions your typical clients would be displaying?

    1. Yes at one time I was fitness trainer as well, you are right it was all about emotions. What they are looking as well what would the goal look like. The wheel of emotions would make a better play on what the clients are displaying and how the product could fix it. Thanks for your comment.

  9. Hello Jag,

    Very interesting article about the importance of writing transmitting feeling and emotion for our readers.I usually write a lot about how to solve problems in our body.

    Many times we talk about the benefits of a certain product, it would be better for them to experience happiness in its use.

    We must feel the anguish, the pain that our readers feel, give them a definitive cure to all their physical problems.

    Thank you very much for sharing!


    1. Transmitting feelings is a great way to connect with your readers online. We all want to know how something will benefit us before we buy. Feeling pain points of the reader is where you can gain their attention. Thanks for your comment.

  10. Oh, I love your 5 simple techniques on writing for emotional impact.  Feel your readers pain and show them what your product does and how it can help them, rather then just telling them all about it.  Your customer wants to see it in action so they understand what they are getting and how it works.

    1. Thanks, glad you found benefit out of the tips. You are so right about the action. Get behind your written word is what will drive your site to success. Thanks for your comment.

  11. This is a very interesting article. Sometimes when I start writing, after the second paragraph all I want is to close the laptop. Is like my mind doesn’t want to connect with the writing and sometimes is frustrating because I want to finish writing the article. Thank you for the information, it is all I wanted to read today so I can push myself to focus on what I have to do.

  12. Hi Jag :-)It’s so important to have your readers and customers have confidence and trust in you.And you don’t get a second chance to make a first impression so it’s best to get it right the first time.As you pointed out, there are better ways of expressing yourself sometimes so you should put yourself in the cusotomer’s shoes.You want to feel and to think what they are thinking. I always do this when I am writing.When I write a review post about a product, I always add call to action buttons to creat that sense of urgency otherwise people won’t now what to do.Excellent tips Jag!

    1. You are so right about impressions. They are the livelihood of a website going on to making its mark in the marketing industry. Taking into consideration of our readers feeling has a lot to do with that. Thanks for your comment.

  13. I have learnt today some of the glaring mistakes i have been making when i write my blog, i am very passionate about the subject i write about and have wondered why i am not getting the kind of responses i am hoping for, i see now that i am writing without tapping into the emotions of my readers and using the narrative method which can be rather boring. I will definitely be coming back to your website for more lessons,

    1. With passion comes great writing. Focus on what emotions drive your passion and you will be able to easily incorporate that into your writing. Thanks for your comment.

  14. Great post. Writing.Those techniques are so important when writing content basing on emotions of customers who will read it.Sometimes when i visit a website and find the content which attracta my emotions i always have tendency to visit again that website. 

    It is very important to attracts readers and build trust in them through different techniques you mentioned in this post.

    I get something useful in this post i will use it in my future writings.

    1. Yes, I do the same. If a websites moves to make a decision on delve into my own thinking. I definitely will visit the site again. Thanks for your comment.

  15. As online entrepreneurs we learn everyday and one important factor we always need to work on is connecting with our customers. A lot of us forget about this and just pitch sales videos or contents without actually connecting with the people we are communicating it.

    Communicating with emotions is very important as this would make your customers feel you are actually talking to them and not just trying to sell them something. This is a very important post you made and a lot of people would benefit from it. I know I did. Thanks for sharing

    1. You are right connecting with customers is the number one thing we should all focus on. Communication through written content needs to worded without seeming contrived or rushed. Thank you for your comment.

  16. Being new to the affiliate wwothe, this articles has depth and hits home.  A writers ability to add emotion is imperative to their success. Better response from customers with emotions instead of “Just Buy”.

    I understand very well about when a reader leaves it is harf to get them back. I have gone many aces and was reading something, followed a link and went far far away lol. If you are writing an article about clothes for skiing, how would you do tthat without 100 links?

    1. It’s quite important to add emotion as I think it speaks volumes, as well your readers imaginative side gets involved which then can lead to success for both you and your reader. Thanks for the comment.

  17. Hey there! Thanks for taking the time to write this writing guide. I think it is an important part of building a successful business. When someone feels like they can relate, connect and trust you they will give you their business. I also like how you give examples for what you are talking about to help people understand how to formulate sentence and word structure/order.

    Thanks for sharing. I also learned a lot from this post!


    1. Glad you enjoyed this guide. It is important for people to relate to what the message is or otherwise we risk losing them to someone else. Thank you for your comment.

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