Writing Copy That Evokes Emotion

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

Most B2B SaaS companies miss the mark when it comes to messaging and positioning. They try to pack in EVERYTHING, including buzzwords, every feature, every new industry trend and end up with some convoluted SaaS-speak nonsense that most of the buyers don't understand—and certainly don't act on. The biggest mistake? Competitive copycats echo buzzwords no human has ever said aloud. And "final" copy ships without hearing a single customer heartbeat. Companies forget that every line is a promise of a better workday. When the promise feels real, your buyers remember. Here's my 6-step plan, built on research, refined by emotion: 1. Immerse yourself in your customers' day. Note every frustration and workaround. 2. Interview for emotion. "What stressed you out? What would have made you proud by week's end? What keeps you up at night?" Record their exact phrases. 3.. Map the gap. Tear down five competitors to spot the pains they ignore; the problems they're not solving. Plot where your buyers are feeling underserved. 4. Write the narrative from the lens of empathy. Keep it simple: A one-sentence value prop plus three proof pillars. Tie each of these to a concrete benefit (e.g., time back, confidence up, career impact stronger). Keep it simple. Read it aloud. Read it to someone outside of your industry. Do they grasp it quickly? Or do you have to explain it? If you do, this is a big 🚩🚩 and you need to go back to editing. 5. Draft your MVP and test, test, test. Drop lines from your narrative into ads, nurture emails, and BDR scripts. Track not just the clicks, but the RESPONSE. Did your message resonate? Did the prospects repeat your promise back in their own words? 6. Take your test winners and create a one-page playbook with example stories and customer quotes so that every single teammate can deliver it verbatim—and believe it. ⚠️ Pitfalls to avoid: - Buzzwords that sound impressive but echo no real pain - Internal acronyms or lingo that your buyers have never heard - Value props so long your reps need cue cards - Claims with no data or customer voice behind them - Skipping sales and CS feedback—the people closest to the emotional stakes Great messaging is a mirror reflecting your hopes and headaches. Start with their words, show the better life your product unlocks, and they'll feel—and respond—to the truth.

We talk about emotion a lot in marketing. But how do you sow the seeds of emotion effectively? When I say "emotion," I don't mean moving people to tears or promoting the emotional benefits of your product necessarily. I mean doing things that make people FEEL something while they experience your message and/or brand so they listen, engage, remember, and trust. Emotion is a cheat code. The more you can evoke it, the better you will fare. → Emotion makes your message more interesting and alluring We developed emotions so we can respond to environmental threats and opportunities and not die. Which means emotions naturally arouse attention. → Emotion makes your message more memorable. Emotional events activate our amygdala (emotional processing) and hippocampus (episodic memory) at almost the exact same time, which results in our amygdala enhancing attention and perception, which helps our hippocampus store memories more effectively. → Emotion plays a critical role in the decision-making process Want to win competitive deals? Make buyers feel emotionally closer to you. Emotion can help persuade, influence, and engender trust. So how do you sow the seeds of emotion in your content? Two ways: 1. Address rational topics in an emotional way 2. Address emotional topics in a rational way First, you can address highly rational topics in an emotional way. Stick your rational message in an emotional vessel that incorporates humor, nostalgia, story, passion, surprise, or empathy (or all of the above). Make an otherwise rational argument funny, or nostalgic, or surprising. Second, you can address emotional topics in a rational way. Literally, just talk about the topics your buyers feel emotionally close to in your industry. Voice your opinion on a rational topic that evokes fear, doubt, hope, excitement, or frustration in your buyers. My esteemed colleague, Obaid Durrani, is the master of emotion. He can sprinkle emotion on his rational, logical messages about marketing, or he can go straight to the heart of the argument in his industry. Either way, everything he publishes evokes emotion, which makes people listen, remember, and trust. And I works. We've run this two-pronged approach to evoking emotions at three different companies together. Viral posts, memorable associations, us vs. them decisions... emotions underpinned them all. Emotion doesn't need to be hard. It just needs to fall into one of two categories.

Stop Bombarding People with Data: Here’s Why Emotion Wins Every Time 90% of customer and donor decisions are based on emotion, not logic. While you’re perfecting that slide deck with 47 charts and graphs, people are out there making decisions with their hearts, not their spreadsheets. Most businesses and nonprofits lean too heavily on data. They assume facts, stats, and logic will do the heavy lifting. Data informs, emotion transforms. A study by Harvard professor Gerald Zaltman revealed that emotions drive up to 95% of purchase decisions. Nonprofits: Donors give because they feel connected to your mission. Businesses: Customers buy products that make them feel seen, valued, or inspired not because you’ve got a feature list a mile long. If you want someone to support you, you’ve got to make them feel. What to do about it: 1. Audit your communications: Go through one email, ad, or campaign. Is it all stats and logic? If so, it’s time for a rewrite. 2. Tell a story: Replace those dry facts with a narrative that connects emotionally. For example: Nonprofits: Instead of “80% of kids in X region lack clean water,” share, “Maria, an 8-year-old, walks 3 miles every day for clean water. Here’s how we’re changing that.” Businesses: Replace “Our product is 20% faster than competitors” with, “Meet Alex. She’s saved 3 hours every week since using our tool and now spends those hours with her family.” Stories light up the human brain. They trigger oxytocin (the empathy hormone), making people more likely to trust you, support you, or buy from you. Take 5 minutes today: Revisit one piece of communication. Strip out the excess logic. Inject a powerful, emotional story. With purpose and impact, Mario