3 Slightly Embarrassing Emotions that Drive Effective Copywriting

Speaking to your prospects’ emotional brains isn’t manipulative — it’s just good communication.

Copywriters have known it for many decades, and brain researchers have started to find the evidence to support it: Humans make decisions with our emotions first, then justify those decisions with logic.

Today I talk about three charged (or even potentially embarrassing) emotional drivers that inform the decision to buy — and how to handle them delicately.

In this 20-minute episode, I talk about:

  • Adding a “first class” experience to your business without being crass
  • How to help your audience feel safe and secure as they move forward with you
  • Speaking to identity and group values in a politically volatile era

The Show Notes