Invoking ANXIETY is another powerful copywriting element

[SARubin]

As a copywriter our main jobs is to connect with our readers.

People are anxious about a lot of things these days, and they're looking for solutions. So one of the first things we need to do with our copy is identify their anxiety... Bring it to the surface... And let people know that we understand what they're going through.

Then we can guide them towards a solution... Our solution.


Here's a few common signals from someone who's feeling anxious...

Nervous energy causing fidgety hands or other restless body parts

Rubbing or constantly touching jewelry or another personal object (or body part)

Glancing around the room towards a clock, or the exit

Chewing their fingernails or biting their lips

A general feeling of impatience or nervousness

Withdrawing or shutting down to avoid conflict

Avoiding eye contact


And here's a few more words you can add to your copy that express anxiety...

Helpless
Incompetent
Insignificant
Overwhelmed
Afraid
Apprehensive
Awkward
Defensive
Fearful
Scared
Intimidated
Panicky
Paralyzed

If you're selling a product that relieves fear, weave some of these feelings into your copy to show your reader you understand their anxiety. Then pace and lead them to your solution.

It's one more powerful way to trigger a higher response from your copywriting.