Strong SEO Copywriting will attract customers to your website, sure. This involves researching and including relevant keywords in your site.  Some people think that’s where the story ends.

But if you want people to take the next action step and buy from you, the writing must be strong enough and use emotional appeals. Mr Sturk at Mequoda Daily calls these trigger words:

“Trigger words are words that motivate people to act on something. There are a variety of trigger words, but the strongest tend to make an emotional connection with the reader.” – Mequoda Daily post

Customer Benefits

Using customer benefits is one trick of many successful copywriters to create these emotional appeals. A lot of people have the wrong idea about what is a benefit. I can give you a real example from financial services – a topic that can be dull as dishwater or a real motivator. Headline:

“If Growing And Protecting Your Wealth For Future Generations Is Important To You – Contact The Family Wealth Generation And Wealth Protection Specialists, Bronson Financial Services…”

The ‘trigger words’ in this headline are ‘growing and protecting your wealth for future generations’… this is what gets the reader thinking yes, that’s exactly what I want… however, there is no direct emotional appeal like fear, anger or love. But as this headline clearly relates very well to target market needs and what they provide, I believe it does its job very well.

Some people might be afraid of using a headline in their home page, but on the complete home page we put in eight headlines/subheadings, each relating to different selling points.

Sheep huddle together and all look the same. Be confident enough to stand out – and connect to your audience.