{"id":55666,"date":"2018-05-02T06:42:26","date_gmt":"2018-05-02T14:42:26","guid":{"rendered":"https:\/\/adespresso.com\/?p=55666"},"modified":"2020-10-01T10:22:22","modified_gmt":"2020-10-01T18:22:22","slug":"copywriting-tool-wheel-of-copy","status":"publish","type":"post","link":"https:\/\/adespresso.com\/blog\/copywriting-tool-wheel-of-copy\/","title":{"rendered":"The Ultimate Copywriting Tool: The Wheel of Copy"},"content":{"rendered":"

Copywriting is an essential skill for anyone with an online presence these days. <\/span><\/p>\n

Ironically for some, writing one clear sentence that gets their message \u201cjust right\u201d can be as difficult as writing a book. <\/span><\/p>\n

Successful copy combines a variety of information and emotions in a way that inspires action.<\/span><\/p>\n

\"\"<\/a><\/p>\n

Today I want to share a tool I developed that should make copywriting much easier for you. <\/span><\/p>\n

It\u2019s called the Wheel Of Copy. <\/span><\/p>\n

This tool works like a visual thesaurus for copywriting power words and emotions that drive action. <\/span><\/p>\n

I\u2019ll share some of my favorite strategies for how to use it as well.<\/span><\/p>\n

<\/p>\n

I\u2019ve got bad news\u2026 You\u2019ve only got so much \u201csmartness\u201d in a day. Thought, analysis, and making decisions takes energy. Let\u2019s imagine your \u201csmartness\u201d as a cup of coffee you drink from throughout the day – every time you make a decision, you take a sip. <\/span><\/p>\n

\u201cWhat should I work on today?\u201d<\/span><\/i> – Take a sip<\/span><\/p>\n

\u201cShould I use Trello or Asana for my project management?\u201d <\/span><\/i>– Take a sip<\/span><\/p>\n

\u201cDoes this fanny pack match my wolf howling at the moon t-shirt?\u201d<\/span><\/i> – Take a sip<\/span><\/p>\n

\u201cWould this coaching program help me get the results I really want?\u201d<\/span><\/i> – You don\u2019t know\u2026 You\u2019re out of coffee. Pass.<\/span><\/p>\n

Everybody loves coffee, and you should not be stealing people\u2019s sips away with irrelevant and low-value messages. Your brain does not like to use this energy – if it is faced with information or a decision that takes too much to process, it wants to think about something else that\u2019s a little bit easier. <\/span><\/p>\n

We all like to imagine we\u2019re logical creatures. But at the end of the day, when faced with a decision, most of us go through the motions of being \u201crational,\u201d and at the last minute make a decision based on how we feel.<\/span><\/p>\n

Emotions help us organize, categorize, and prioritize the information we receive. If you can connect the right benefits with the right emotions, you can create copy that connects you with your readers on a much deeper level.<\/span><\/p>\n

Copywriting Basics – Features, Advantages, and Benefits<\/span><\/h2>\n

Traditional copywriting wisdom focuses on three things to communicate: features, advantages, and benefits (or FAB). <\/span><\/p>\n

They\u2019re the foundation of a compelling message and provide an easy framework to create from. <\/span><\/p>\n

You can break down these three elements in all good copywriting. Let\u2019s take a look at how AdEspresso does this on their homepage:<\/span><\/p>\n

\"\"<\/p>\n

\u201cOptimize your Facebook Ads as Easily as Making your Morning Coffee\u201d<\/span><\/h4>\n

Feature – \u201cOptimize your Facebook Ads\u201d<\/span>
\n<\/span>Advantage – \u201cas Easily\u201d<\/span>
\n<\/span>Benefit – \u201cas Making your Morning Coffee\u201d<\/span><\/p>\n

But there\u2019s also another ingredient at play that\u2019s more subtle than the FAB basics: emotion. This writing creates a sense of ease, relaxation, and tranquility – things rarely associated with Facebook ads. <\/span><\/p>\n

Emotions add extra context, meaning, and flexibility to your copywriting. It\u2019s not just about conveying benefits – you need to connect those benefits to something deeper.<\/strong><\/p>\n

What is the Wheel of Copy and Why You Need it<\/span><\/h2>\n

Copywriting emotions can be seen like a spectrum.<\/span><\/p>\n

Like the spectrum of color goes from red to violet, or from hot to cold, emotions lie on a spectrum from pleasure to pain. <\/span><\/p>\n

Remember, though, that all of these emotions should not be used equally. Some will be the foundation of your copywriting, while others you\u2019ll lightly sprinkle into your message like a fine spice.<\/span><\/p>\n

I know how difficult can be knowing exactly which emotion is the most suitable to reach your goal,\u00a0 and which are the most powerful words to use to trigger that emotion.<\/p>\n

The Wheel of Copy is the perfect tool for creating copy that converts.<\/strong><\/p>\n

You can use it as your own, secret visual thesaurus, to find engaging emotional copywriting words every time you write a copy.<\/strong><\/p>\n

Depending on your goal, you will be able to pick the right \u201cemotion\u201d laid out in a spectrum across the wheel, and then immediately see the most powerful and useful copywriting words for each emotion.<\/p>\n

This will make it easy for anyone to come up with lots of ideas for headlines, email subjects, Facebook ads, and landing page copy.<\/p>\n

And don’t forget A\/B testing! You can experiment with many different emotions and split test your copies until you find that perfect alchemy you need to move the reader to a response.<\/p>\n

At the center of the wheel, you’ll find \u201ccore\u201d copywriting words that are useful no matter what emotion you\u2019re targeting.<\/p>\n

\"\"<\/p>\n

Above, there’s a sneak peak of the Wheel of Copy, but to appreciate its real power you should download your own copy and start using it right away. It’s very easy, you just need to click the link below:<\/p>\n \n \n \n

\n \n \n Download the Wheel of Copy and write compelling copy faster and easier than ever\n\n <\/span>\n Download Now!<\/strong>\n <\/a>\n <\/div> \n \n\n \n\n \n\n \n\n \n \n

The Emotional Copywriting Spectrum in Action<\/span><\/h2>\n

So now you have your copy of the Wheel (don’t you?) and, as you can see, there are 7 basic emotions that you will use to craft a powerful message and inspire action in your readers. <\/span><\/p>\n

    \n
  1. Caring<\/span><\/a><\/li>\n
  2. Newness<\/a><\/li>\n
  3. Exclusivity<\/a><\/li>\n
  4. Greed<\/a><\/li>\n
  5. Reassure<\/a><\/li>\n
  6. Urgency<\/span><\/a><\/li>\n
  7. Pain<\/span><\/a>\u00a0<\/span><\/li>\n<\/ol>\n

    For each of these 7 basic emotions, I\u2019ll share an example (some are taken from AdEspresso<\/span>\u00a0Ad Gallery<\/a>) so you can see the power of emotional copywriting in action and get inspired to create your own masterpiece.<\/span><\/p>\n

    <\/a>#1 – Caring<\/strong><\/h3>\n

    \"\"Caring is the warm, fuzzy feeling you get when you think about your family, life purpose, and helping others.<\/span><\/p>\n

    This emotion is best used when your product or service will benefit more than just the reader, but perhaps their family, team, or even the world at large. <\/span><\/p>\n

    Caring works well for products that people purchase not for themselves, but for their pets, kids, loved ones, etc. <\/strong><\/p>\n

    It appeals to their love for something outside of themselves and the pleasure they get from supporting them. <\/span><\/p>\n

    A great example of this is from <\/span>RxCBD.co<\/span><\/a>.\u00a0\u00a0<\/span><\/p>\n

    They provide hemp dog treats that provide natural and powerful pain and anxiety relief for pets. <\/span><\/p>\n

    They recognize that people who purchase their products usually have a pet that is sick or injured in one way or another. They appeal to this strong urge to care for their pets and provide them with much-needed relief.<\/span><\/p>\n

    \"\"<\/p>\n

    <\/a>#2 – Newness<\/strong><\/h3>\n

    \"\"Newness is an exciting emotion that inspires thoughts of opportunity, fresh starts, and innovation.<\/span><\/p>\n

    Discussing newness is powerful when your audience feels overwhelmed with how they currently solve their problem,<\/strong> or perhaps underwhelmed by how poorly their current approach is working to solve their problem.<\/span><\/p>\n

    People often associate \u201cnew\u201d with \u201cbetter\u201d and \u201crefreshing.\u201d <\/span><\/p>\n

    Take a look at how\u00a0Intercom<\/a>\u00a0uses \u201cnewness\u201d on their site to show how they have innovated on solving a nasty problem many businesses face and how delightful the \u201cnew way of doing this\u201d is. <\/span><\/p>\n

    Though they don\u2019t directly say this in their copy, their use of <\/span>visual storytelling<\/span><\/a> gets the message across loud and clear.<\/span><\/p>\n

    \"\"<\/p>\n

    <\/a>#3 –\u00a0Exclusivity<\/strong><\/span><\/h3>\n

    \"\"Exclusivity makes us feel important and smart. <\/span><\/p>\n

    Having access to something that not everyone gets creates a sense of power and control.<\/span><\/p>\n

    Use exclusivity to get your audience imagining they have access to a \u201csecret weapon\u201d in your product that will help them get the edge over their competition or finally get the treatment and service they deserve.<\/span><\/p>\n

    Exclusivity is a powerful emotion when targeting high-end clients or with membership sites.<\/strong><\/p>\n

    Take a look at this copy from <\/span>Archangel Masters<\/span><\/a>. This copy is almost the first text you see on the page (after a brief one-line description of what it is). They go immediately for exclusivity with a hint of \u201ccaring,\u201d stating that the group is only for very high-caliber people who want to make a big impact on the world.<\/span><\/p>\n

    \"\"<\/p>\n

    <\/a>#4 –\u00a0<\/strong>Greed<\/strong><\/span><\/h3>\n

    \"\"Everyone loves a little extra money in their pocket. <\/span><\/p>\n

    This can mean anything from \u201cmaking more\u201d to \u201ccosting less,\u201d depending on your approach. <\/span><\/p>\n

    Greed has a negative connotation to it, but it can also be associated with ambition, or with conserving resources other than money as well.<\/span><\/p>\n

    Use greed to connect the benefits of your copy with having extra money\/time\/energy to spend so they can invest it in more of what they want.<\/strong><\/p>\n

    A good example of this is this ad from Athletic Greens<\/a>, which poses a question: <\/span>Are you staying productive?<\/span><\/i><\/p>\n

    \"\"<\/p>\n

    These few lines touch on greed in many ways:<\/span><\/p>\n

      \n
    1. At the highest level, it\u2019s talking about your productivity and energy. Is your energy slipping away?<\/span><\/li>\n
    2. That question has bigger implications. If you\u2019re not as productive, are you missing out on money, growth, and opportunity as a result? <\/span><\/li>\n<\/ol>\n

      This question creates a mix of fear and opportunity in the reader. They\u2019re fearful their youthful zest may be slipping away, but there\u2019s also an opportunity to get it back!<\/span><\/p>\n

      <\/a>#5 – Reassure<\/strong><\/h3>\n

      \"\"Any sale, from one dollar to a million, requires trust. <\/span><\/p>\n

      Your audience needs to trust you (and themselves) to get the results you\u2019re promising in your benefits.<\/span><\/p>\n

      Use reassurance to counter common objections that people may have towards\u00a0purchasing a product or working with you.<\/strong><\/p>\n

      Reassurance pairs well with testimonials and social proof. <\/span><\/p>\n

      A good example of this is a testimonial from Eben Pagan on the <\/span>Lift Media<\/span><\/a> homepage.<\/span><\/p>\n

      \"\"<\/p>\n

      This testimonial reassures in several ways:<\/span><\/p>\n

        \n
      1. Eben states how long he\u2019s been working with Lift Media (Phil) and demonstrates that this is a very long-standing and secure relationship.<\/span><\/li>\n
      2. He mentions \u201call of our 7-figure launches,\u201d showing the caliber of work that Lift Media is being trusted with.<\/span><\/li>\n
      3. Finally, Eben himself as a known marketing thought leader provides additional reassurance. If Eben trusts him\u2026 so can you.<\/span><\/li>\n<\/ol>\n

        <\/a>#6 – Urgency<\/strong><\/h3>\n

        \"\"Urgency is a powerful emotion that drives action. <\/span><\/p>\n

        Good urgency can break habits and open people to trying new things.<\/span><\/p>\n

        Use urgency to get the readers who are currently \u201csitting on the fence\u201d to take action now.<\/strong><\/p>\n

        Take a look at how <\/span>Social Media With Soul<\/span><\/a> creates a sense of urgency in just three words: <\/span>\u201cTwo spots left!\u201d<\/span><\/i><\/p>\n

        <\/i>This points out that the course is in high demand and in limited supply. This is a great way to fill the last few openings in a community, webinar or workshop you\u2019re hosting.<\/span><\/p>\n

        \"\"<\/p>\n

        A word of warning, though: urgency is a powerful emotion that drives action, but you want to make sure you\u2019re always creating true urgency. If your sense of urgency comes across as a deceptive tactic, you\u2019ll lose the trust of your audience forever.<\/strong><\/p>\n

        <\/a>#7 – Pain<\/strong><\/h3>\n

        \"\"As humans, we\u2019re much more \u201closs-averse\u201d than we are open to gain. We desperately want to protect what we have and avoid pain.<\/span><\/p>\n

        Use pain to remind your audience what\u2019s at stake and to remind them the pain and dissatisfactions of their current problem.<\/strong><\/p>\n

        Take a look at this promotional video for the <\/span>Stage Execution Workshop<\/span><\/a> by Advance Your Reach. <\/span><\/p>\n

        The first half of the video drills down on the pain many entrepreneurs feel growing their business – short on time, too much to do, being spread too thin. <\/span><\/p>\n

        Even before the narrator starts speaking, words flash across the screen of the many tasks and systems every business needs to master and balance to succeed.<\/span><\/p>\n