Effective copy writing does not attempt to actually create a demand but instead focuses more on what it is readers may already want. The duties of a copy writer are to 'connect' with the current mindset of their readers and use that to help influence their audience to take a specified action. Many think the intent of sales copy is to 'create' the mindset and then steer people into making certain decisions. The fact is the writing process used for creating promotional materials targets already existing wants, needs or urges. Trying to 'create' the mindset of the reader would be way too difficult, however using their existing one helps to 'leverage' the decisions they may make. Its all about connecting with people through the use of certain emotional triggers and tapping into a demand that already exist.

Here are 3 of the most powerful emotional triggers a copy writer may use in order to get their readers to take certain action.

HOPES

The 'foundation' of the human spirit is based upon hope. A hope for a better tomorrow, greater success, good health and so on is what our spirits hand onto and what gives us the motivation to push forward even during difficult times. This particular 'trigger' is a very effective and popular approach used quite often in sales copy. People looking for improvement in their lives, careers or even health are always looking for the 'vehicle' that will deliver this improvement.

FEARS

A very primal emotion, fear can actually even encourage the making of irrational decisions. Being in the 'grip' of this emotion compels people to take whatever measures they can to rid themselves of it. This sometimes tends to affect peoples judgment and makes them susceptible to any solutions and/or suggestions presented to them to alleviate their fear. This emotion is another 'popular trigger' used and with great results in persuading readers to take a specified action.

Since a copy writer knows how to be persuasive in the first place, when addressing the fears of people with a 'convincing' solution it is relatively easy to get them to take action! It the equivalent of getting people to jump AFTER they have already been pushed. Folks in this state are already prepared to take action and all the writer needs to do is suggest the action for them to take.

DESIRES

Wanting better then you may already have is what this emotion is based upon and is a very common one for people to have. In fact this way of 'thinking' is actually encouraged from the standpoint that all our lives we are taught to strive for improvement. With the 'reach for the stars' mentality already present, sales copy merely presents solutions as to how people can indeed fulfill these desires. People in this state of mind are usually open to any suggestions as to how they can satisfy their wants.

The most effective copy writing you may see capitalizes off the existing mindsets of people. By targeting certain emotional triggers in the sales copy the copy writer is then able to influence people to make certain decisions. The 3 'triggers' reviewed above are some of the most powerful used and commonly focused upon during the writing process of most sales composition. The intent of any good sales copy is not to create a demand, but rather to take advantage of an existing one for use as leverage when trying to influence others!