A consumer will not buy a product. Consumers purchase solutions to problems they are having. They make a purchase in order to fill a need or a want. You can encourage a consumer to buy your products by making your sales copy trigger an emotional response. They are five major emotional appeals sales copy uses to persuade consumers.

The primary emotion is curiosity. You've probably seen many ads making outrageous claims. These ads attempt get attention by making consumers want to know if such statements are true. In general, the more shocking the claim, the more you can peak curiosity. The more curious you can make a consumer, the further they follow you down your sales funnel.

Internet marketing Adwords ads tend to work on curiosity. Have you seen the ads where the marketer claims to me making $90,000 a month? Have you been curious to find out if that's true or how he did it?

Another emotion is insecurity. Almost everyone has certain aspect about themselves that they are insecure about. In addition, certain demographics tend to share insecurities. For example, teenagers tend to be insecure about their popularity in school. Your sales copy can promise to address feelings of insecurity.

Good examples of insecurity in advertising are commercials for insurance for senior citizens. These commercials appeal to the health concerns of the elderly, and promise security with their policies.

Fear is the third emotion you can use. Consumers have many fears, death, financial debt, loss of someone close to them, aging and more. Your sales copy can appeal to these fears, and them promise alleviate them with your product.

Pharmaceutical commercials for high blood pressure or heart disease tend to rely on fear. These commercials use statistical figures to provoke fears of disease and death.

Vanity is the next emotion. People tend to want to improve themselves. Your sales copy can promise to make them look better, feel stronger or be healthier. Fitness equipment uses vanity in their advertising. How many home gym machines promise all three of the above?

Greed is another powerful emotional trigger. Almost everyone could use more money. Internet marketing ads make use of greed, promising more traffic, more sales and bigger returns.

Your goal as a copywriter is to use these emotional triggers and tie them to your product or service. Explain to a prospect how your product will benefit them. Persuade them that your product will make their life easier or safer. Promise to make them happier and healthier. Appeal to their wants and desires.