Herschell Gordon Lewis hits the nail on the head. He says, "In direct marketing, when emotion and intellect come into conflict, emotion always wins. Replace intellectual words with emotional words and you'll sell more because you'll trigger an emotional response."
He uses the following as examples:
Intellectual Word: accelerate Emotional Words: speed up
Intellectual Word: additionally Emotional Words: there's more
Intellectual Word: aid Emotional Word: help
Intellectual Word: avid Emotional Word: eager
Intellectual Word: challenge Emotional Word: dare
Intellectual Word: concerned Emotional Word: worried
Intellectual Word: hope Emotional Word: desire
Intellectual Word: famished Emotional Word: hungry
Intellectual Word: fearful Emotional Word: afraid
Intellectual Word: futile Emotional Word: hopeless
Intellectual Word: learn Emotional Words: find out
Whether you are creating a direct mail package, e-mail, magazine or newspaper ad, try writing utilizing more emotional words. They will make a big difference in response.
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