We all know Web site copywriting is different from copywriting for print media, though similarities exist as well. For instance, copywriters have known that fear is one of the most potent emotions you can tap when creating an advertising message — even when dealing with B2B customers. To make this powerful method work, follow these suggestions:
- Make the appeal immediate and specific. Vague concerns don’t pull the response as well as specific nightmares, such as fear of servers crashing, losing money in the market or of getting stuck in a dead-end job.
- Offer the hint of a solution in subject lines or headlines. Example: “The 180K risk 90% of companies have but don’t know about.”
- Contrast the salvation you promise with the fear prospects face daily. Show prospects how your company will free them from worry and give them hope.
Source: Copywriter’s Roundtable.
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