Good copywriting makes a compelling case for your brand. A case supported by original insights and statistics, and maybe by proprietary research or social proof. But, while a solid factual foundation is important, in your zeal to inform, are you doing the equivalent of bringing a scientific calculator to a first date instead of a bunch of flowers?
In other words, is it time to guide your audience’s feelings as much as their thoughts?
In a too-often monochromatic landscape, emotional colour is more important than ever.
Brands write to inform. They write to persuade. They write to engage. Good copy makes brands into storytellers, building associations and relationships that feel emotionally grounded rather than transactional.
Ninety-five per cent of consumer choices are made subconsciously. They are rooted not necessarily in logic, or even self-interest, but emotion. People relate to brands because of the emotional responses they trigger. Not necessarily because of objective data.
If you’ve noticed that your written content isn’t getting the same engagement that it used to, it’s worth revisiting your recent output to see if it has the right emotional resonance.
A young agricultural worker gets radicalised by an elderly neighbour. With the help of a local smuggler, they destroy a critical military base. That’s the plot of the first Star Wars film. One of the most beloved stories of our time.
Not terribly compelling, is it?
Emotion is the heart of storytelling. Aside from the spectacle that the film presented, what brought audiences back to the cinema time and again back in 1977 was the sense of adventure, escapism, rebellion and hope. When your target audience engages with your brand, you want to impart information to them.
You also want them to feel something, e.g., to feel safe, to feel inspired, to feel one step closer to their best selves. Exactly what you want them to feel depends entirely on your brand and your audience. However, the most successful businesses understand the importance of integrating emotional triggers into their brand storytelling.
A strong emotive hook can be an excellent way to make your content stand out. Especially in the current landscape. LLMs now contribute as much written content to the internet as human writers. The net result? Written content is becoming more bland. Personality, style and emotion have become linguistic rough edges to be sanded down.
Copy that’s less engaging is less likely to convert. Especially as brand voices become increasingly indistinguishable.
Copy that provokes, arouses, excites and assures is much more likely to meaningfully engage audiences.
Not really. AI copywriting platforms can identify relationships between words and link them to emotional states. But while they can simulate emotion in language passably, they don’t truly understand emotions or their relation to language.
Until now.
Synthetic Deterministic Cognitive Intelligence (SDCI™) is a revolutionary new form of AI that routes every output through a psychological model of the reader. It doesn’t just predict which word should come after the last. It knows what the words mean. Moreover, it also understands the psychology of the reader.
This makes it fundamentally different to the LLMs responsible for most automated content.
What makes it revolutionary for marketers is that it understands the psychological influence mechanisms that make the difference between a conversion and a closed window.
This is why we’ve embraced SDCI as an agency. It’s not to replace human creativity, but to supplement it with the things humans can’t do. Like leveraging data from your entire online presence and using it to create a unique “brand brain” that informs every paragraph of our output.
And that’s just the tip of the iceberg. You can take a closer look at how you can seize the SDCI™ advantage here.
Need help getting your content’s heart re-started? Call us now on 0845 862 4646, email info@writearm.co.uk or book a meeting here.
