Using emotional words to establish a connection with your web visitors

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We all know people buy your product because they have a problem they need to solve.

By writing the problems that your audience face, not only you attract their attention, but you’ll be able to establish a connection with them.

However, it’s not as easy as you think.

This is because there are three levels of problems that exist in people’s live.

External, Internal and Philosophical.

They are the driving factor of every human decision. Take a look at these examples:

  • Troy bought the latest fitness program because they want to feel confident during the prom night
  • Sir Andrew purchased the latest Rolls Royce Phantom because he loves the stares and smiles that he gets every time he pulls up the gas station.
  • Linda go to the marketing conference because she’s confused and scared that she might run out of business if she keeps the way things are

Do you see anything?

Most people buy because they have an internal problem they need to solve.

External Problem Internal Problem Philosophical
The problems that you can see on the outside
No customers, Poor Performance, low sales, expanding waist, low wages, Ugly
What the external problem is making them feel
Anxious, Low Confidence, Fear, Incompetence, Doesn’t fit in, Not respected
Why is it universally wrong to feel that (internal)
Good vs Evil Concept,Love triumphs all, Discovering one truest potential, Social acceptance

Where most business owners fall short is that they write their collaterals addressing customer’s external problem.

People don’t buy Porsche because they are fast and made in Germany. But they buy because of the prestige/feeling they get pulling in to the valet area with their Porsche!

Still doesn’t make a sense?

Just look at this brilliant example from

Pay close attention to the words used in this section.

Struggle, Complicated, Flop, Makes your brain hurt – these are the problems that people want to solve.


So start using the emotional words and start tapping into their internal frustration.

And watch people start enquiring for your service!

P/S: If you have a website and are unsure whether you are doing it right, we are offering a FREE Site Audit so you know how to make the most of your website. Click here now!

Fitri Joroji

Fitri Joroji

"It doesn't take long for us to realise that the guys holding the microphone aren't necessarily are the guys that are really capable of delivering good products and services. My mission at Website Artisan is to help the good guys like you get hold of the microphone and really make a dent in the world"

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