“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
This is my favourite quote of all time. It comes from Maya Angelou, a woman of many talents (most notably, author and poet). I believe it really captures effective writing. It should appeal to your senses – excite, motivate, enlighten, calm.
I very much apply this concept when writing web content in a marketing context. Effective sales copy should empathise with the customer’s thoughts and emotions. It should make customers feel something. Take the marketers behind Jeep, for example. They don’t just talk about a car. They talk about the excitement that comes with buying a Jeep.
Recently, we’re proud to have helped launch Fiber, a brand new activewear brand for women. Fiber is all about making active women feel empowered in a bold, brash way. Forget the green smoothies – the Fiber girl works out so she can eat pizza like a boss!
Next time you’re writing sales copy, think about how you can tap into your customers’ feelings to make an impact. Or give us a call 🙂 We’ll help you out!
Till next time…
Best wishes, Natalie and the Avion team.
Content tips & tricks
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