After reading David Garfinkel's book, Breakthrough Copywriting, I participated in a writing challenge using his emotional techniques to create dummy ads. Some were challenging, some were so easy it was downright scary! What's your reaction to Garfinkel's eleven techniques?

Anger to Envy

Make a statement that gets the audience angry (but not with you!), highlight a positive aspect of the situation to trigger your audience’s FOMO, then offer your product as the solution.

Empathy through Shared Memory

Remind the reader of a negative experience, tell them you understand what they’re going through, then present your product as a way to eliminate that pain.

Doubt to Confidence

Put your audiences’ doubts about your product or service into a testimonial. The testimonial shifts from doubt to confidence that it actually works.

Appeal to People’s Sense of Larceny

Make the audience aware their problem is going to be costly to solve, possibly to the point of being unachievable, then present access to your affordable solution.

Emotional Math

Preemptively counter a reader’s objection with a benefit before they even realize that they had one!

Sour Grapes to Vintage Wine

For a reader naturally skeptical of a big offer (because they’re intimidated by thinking big), position your offer as the baby step to the big goal.

Factual Format for Emotionally Provocative Language

Use a journalistic format so the audience reads your ad copy with the same credibility and belief they would if they were reading the news.

The Drip Irrigation Method to Change Belief to Disbelief

Stand alongside your audience with an indisputably true fact that is contrary to the position you want them to have, then slowly mete out your argument to get them to believe what you want.

Emotional Downfall to Emotional Uplift

Dive headfirst into objections, skepticism, or hostility. By explicitly addressing and breaking them down, they are no longer perceived as problems.

Shared Outrage

This is where you and the audience are royally pissed...together! Being angry at the same time creates an emotional alliance between you and the reader.

From Desperation to Salvation

Describes a situation where the audience desperately needs a solution to their problem, and offer your product to save the day!

I'm interested to hear your thoughts!