People often ask me what I mean when I say it’s important to appeal to the emotional needs of the folks who come to your Web site. Like, is it really about writing extravagantly, in a fashion that suggests the emotions of the copy’s author are stirred up and yours are about to be next? Should we be in search of flamboyant prose?
It’s then I realize people don’t really have a handle on what it means to appeal to emotion. I mean, if you’re looking to acquire an excavator, how meaningful or appropriate is effusive, flowery language? Think it will stir you up or send you running?