This is a short post and should only take about a minute to read. But it can help you tremendously with writing your copy if you strategically implement it.

Including the right emotion in your copy is a highly effective way to connect with your prospective buyer. We respond each day to emotional triggers without being aware of it. And tapping these emotions isn’t just for the B2C crowd. Those who work within B2B companies also have a variety of emotions that influence their buying decisions.

Take anger, for instance. It’s very powerful and often an under-used emotion in copywriting. But remember, there’s a difference between actionable, useful anger and useless anger that doesn’t help you a make a sale. The key concept is directing the anger.

To use anger effectively, you need a target. You’ll want to identify for your prospect somebody or something that justifies their anger. But don’t stop there. We need to go further so the prospect wants to take action.

You want to set the stage to position your product or service as the solution—you’ll help him soothe his anger, offer a “that’ll teach ‘em” option and start feel as though he’s got the upper hand.

To get into this emotion and leverage it, recognize that things that are unjust, unfair or unrequited (like desire), usually produces anger.

Start pushing those buttons. Show how the target has ruined your prospect’s life. Your prospect will soon feel angry over getting “scammed” and seething over the injustice of it all.

Then swoop in with your product or service as “the hero” that will deliver justice and do it with integrity, showing that your business isn’t like the “other guys” who don’t tell the truth.

Make your prospect feel that anger, then take him out of it by proving that you’re not like the rest of them. He can then ignore “the enemy” and come to you for a real solution.