Creating the Balance Between Facts and Feelings

Creating the Balance Between Facts and Feelings

As a Singapore copywriter, you may very well know that your audience is the kind that goes through everything with scrutiny. They examine your every pitch and find weight and credibility in your claims. They can be difficult to sway since they have been raised to think and discern before making choices.

You should not be surprised, but at the same time, you need to realise that you can only make a sale once you have convinced them with your pitch. However, there are ways in which you can turn your readers into willing customers –even if they can be very tough to crack. To do so, you may want to look at balancing facts and feelings.

Why feelings are important

A lot of Singapore copywriters would agree that every sales copy should come with a story. By telling a tale, you set your audience’s emotions on fire, and these would make them see scenarios based on what they are feeling. Such instances are very important, especially when you are selling a product or service, as people rely on their emotions, not on their brains when making decisions.

Hence, when composing an effective sales copy, you should know what emotions you want your readers to feel and make sure that they are present in your story.

Where the facts come in

Emotions drive people to make decisions. However, when deciding to spend on something, such as a product or service, people also look for the opinion of others. This is the main reason they turn to facts.

Your sales copy should not only be filled with emotions. They must also be peppered with facts and data that not only support your pitch but more importantly validate your audience’s emotions.

By supporting your claims with a scientific study, or showing survey results that prove that your product is effective, the more believable your sales pitch becomes. Your readers are not only engaged and become willing to spend, but they also invest their trust and approval on your product.

Balancing feelings and facts

The next question is, how do you strike a balance between facts and feelings?

Every sales copy has trigger points, and these are sections where most emotions can be pulled out. These include the headline and introduction, which need a lot of shock value, in the body where you start to offer your product, and in your closing spiel.

Meanwhile, data and facts come in handy as follow-ups to the trigger sections, as they serve to maintain the flow and momentum of emotions. Facts also support other sections such as benefits and testimonials, since they help make these parts look and sound credible.

Data can also be used as factoids that are placed sporadically across the sales copy. Doing so allows you to remind your readers that your offer is legit as they go through it from top to bottom.

Why the balance matters

Copywriters make it a point to create a balance between facts and feelings mainly due to one thing: they understand that their audience is willing and able to convert into customers, but don’t like the idea of being sold.

Categories: Business, Featured

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