How can you write copy that appeals to emotions in video marketing?

Video marketing is a powerful way to connect with your audience and persuade them to take action. But how can you write copy that appeals to emotions in video marketing? In this article, you'll learn some tips and techniques to craft engaging and emotional video scripts that can boost your conversions and brand loyalty.

1 Understand your audience

Before you write anything, you need to know who you're writing for. What are their pain points, goals, desires, and fears? How can you relate to them and show empathy? What tone and language do they respond to? You can use tools like surveys, interviews, personas, and customer feedback to gather insights about your audience and create a profile that guides your copywriting.

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Derek Laliberte

Anti-Social Social Media//Not Written by AI//Chief Disruptur
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Put some thought into it. Too often, we feel compelled to put out as much video content as possible for various reasons, but with video, the potential opportunity is so great that the content deserves some thought. Martin once said, "Imma let it marinate," and I believe anyone putting out video content should do the same. Then, when you're ready, you can find literally anyone to hold a camera for you. It doesn't always have to be Gary Vee.

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2 Choose an emotional hook

Once you have a clear picture of your audience, you need to decide what emotion you want to evoke in them. Do you want to make them laugh, cry, angry, curious, or inspired? Depending on your goal, you can choose an emotional hook that grabs their attention and makes them feel something. For example, you can use a story, a question, a fact, a quote, or a challenge as an emotional hook. Make sure your hook is relevant to your topic and your audience.

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Nida Mohsin

VP - Growth Marketing at Clearout | IIMK Alumni | Ex-Salesmanago | Ex-Simplify360 | Revenue Generator 📈 | SaaS & MarTech Expert 🚀
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One helpful practice I've found is conducting empathy exercises to truly understand the audience's emotional triggers. It allows for more authentic and resonant emotional appeals in video scripts. However, I disagree with exclusively relying on emotions; a balance of emotions and rationality can be effective. For instance, I've seen video marketing that combines emotional storytelling with facts and statistics to create a compelling narrative. This approach not only triggers emotions but also provides viewers with logical reasons to take action, making it a well-rounded and persuasive strategy.

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3 Use sensory words and imagery

One of the best ways to appeal to emotions in video marketing is to use sensory words and imagery that create vivid mental pictures and stimulate the senses. Sensory words and imagery can help you show rather than tell, and make your copy more descriptive and immersive. For example, instead of saying "our product is fast", you can say "our product zips through tasks in a flash". Or instead of saying "our service is reliable", you can say "our service is like a rock you can lean on".

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4 Include benefits and testimonials

Another way to appeal to emotions in video marketing is to include benefits and testimonials that show how your product or service can solve your audience's problems and improve their lives. Benefits and testimonials can help you build trust and credibility, and trigger positive emotions like happiness, satisfaction, and relief. For example, you can use phrases like "imagine how you'll feel when...", "you'll love how...", or "don't take our word for it, listen to what our customers say..." to highlight benefits and testimonials.

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5 Add a clear and compelling call to action

Finally, you need to add a clear and compelling call to action that tells your audience what you want them to do next and why they should do it. A call to action can help you create a sense of urgency and excitement, and motivate your audience to take action. For example, you can use words like "now", "today", or "limited time" to create urgency, and words like "free", "bonus", or "guarantee" to create excitement. Make sure your call to action is simple, specific, and visible.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sania Khan

Marketing & Creative Professional | Ex Outfitters Stores
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In this era keeping things short and sweet/crisp is the go to strategy. Nobody reads a long message or watch a long video until it's directly related to them (even then sometimes 😝) so we cannot expect the consumers to do the same when it comes to our creative content. Customer is smart and they'll know when you're trying to "sell" your product so my strategy is simple: "Know Thy Customer and strategise your campaign around it" Cause you want them to come to you not the other way around and for that you have to find their wants and convert them in to their "needs". Keep it mindful, keep it relatable, keep it relevant and keep it short. You've got this 👍🏽

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How can you write copy that appeals to emotions in video marketing?

1

2

3

4

5

6

1 Understand your audience

2 Choose an emotional hook

3 Use sensory words and imagery

4 Include benefits and testimonials

5 Add a clear and compelling call to action

6 Here’s what else to consider

Marketing

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How can you write copy that appeals to emotions in video marketing?

1

2

3

4

5

6

1 Understand your audience

2 Choose an emotional hook

3 Use sensory words and imagery

4 Include benefits and testimonials

5 Add a clear and compelling call to action

6 Here’s what else to consider

Marketing

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