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.

What’s the hottest emotion used by the weekly newspapers like the Globe and National Enquirer?

If you said betrayal, you’re right!

Almost always, circumstances that produce betrayal surround the issue of deception.

When someone has been intentionally deceived about something, whether it’s their boyfriend cheating, a politician lying about an event, or a auto repair shop not telling you the truth, the person on the other end is likely to experience betrayal.

People feel betrayed when their trust has been violated. To use this very potent emotion, you want to focus the attention on the specific instances where trust and vulnerability was taken advantage of and abused.

Personalize it. Demonstrate what the deception means for your buyer and his life. Then offer your solution as the way out.

Once you expose the deception of your competition, you are in the perfect position to come alongside your buyer as a trusted adviser, giving them the truth. You want your buyer to say, “Finally! Someone understands me!”

Because when they get to that point, the purchase itself is almost a foregone conclusion.