Drive copy with flattery or guilt

Of the key copy drivers, two are extremely powerful. Flattery ranks highest on the list of emotions that cause people to act or change behavior. In an analysis of successful control mailings, it was discovered that flattery was used 42% of the time. It was the main copy driver in the sales letter. Guilt was used in a test mailing for a defibrilator. This emotional driver increased the response rate by a whopping 200%. Other emotions that can drive copy and produce response are fear, anger, greed, exclusivity and salvation.