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21 Excellent Examples of Emotional Advertising Copy (+97 Words and Phrases to Try)


When you hear the term “emotional advertising,” you most likely think of cry-and-buy ads like Subaru’s tear gas or SPCA + Sarah McLaughlin ads.

google image search results "emotional advertising"

for example.

Now these ads are powerful, yes, but You don’t have to make your customers cry to create an effective emotional ad. In some cases, you also don’t have to own music and videos, or even images.In fact, there are many businesses like yours Emotional Marketing through their ad copy. That’s what we’re going to dive into today. So read on for 13 Emotional Ad Copy Tips, 21 Ad Examples That Showcase Them, and 85+ words and phrases inspired by them to use in your copy.

choose your mood

Click to jump to any emotional ad copy style.

Negative sentiment ad copy example

When used properly, negative emotions are often more motivating than positive emotions. Here are some ads.

Doubt Planter 🙁

Sometimes the tiniest seed of doubt is all it takes to inspire action.at this Facebook ad example Below, Mailchimp writes: “Freelancers know they need to work hard to be successful — just don’t work too hard. Why?” Then it shares some statistics about overworked freelancers generating less income. In ad creative, it also raises the question: “Have you gone too far?”

Emotional Ad Copy Example - Questions

Great shot. Maybe the reality you know is not quite what you imagined. Yes Are you overdoing it? It’s best to download the report to find out.

Words and Phrases That Sow Doubt

  • but have you real
  • Can you be sure?
  • The last time you checked your…
  • do you know Your ___ Yes?
  • You can’t always rely on your gut

The one who speaks the truth 😧

There is no doubt or mystery here. 360Learning firmly tells you that traditional e-learning “no longer cuts it” and is “doomed to fail”, leading to “the biggest learning crisis in recent memory”. If I was looking for a learning management software, I wouldn’t put my money into something that was doomed to fail according to science. I thought I’d do something about learning.

Emotional Ad Copy Example - 360 Learning Facebook Ads

words that can be used to express the hard truth

  • no more cutting
  • Setup failed
  • doomed
  • on the fast lane to failure
  • fall short
  • the fact is
  • We don’t want to tell you about it, but
  • We have good news and bad news…
  • The only thing is…

Angry agitator 😤

In some cases you can resolve Pain points In your ad, your customers may not be fully aware of it. For example, this ad begins with “You shouldn’t spend most of your day waiting at the pharmacy.”

Now, people who have never used a different pharmacy than their current pharmacy, or maybe even older adults who have the patience to wait, may not realize there are better options out there.this Facebook ad copy Introduce pain points and encourage a confident pursuit of what you deserve.

Here is another example. SoFi (one of my favorites conversation tone Brand) has a video of a woman getting caught in the rain outside with the words: “A broker letting you go out in the cold? Warm up for an investment relationship with SoFi and pay $0 commission.” Then facebook ad headline Say “break up with bad brokers”.
Emotional ad copy example - sofi facebook ad
Finally, this google ad copy Read from a law firm “Don’t let the insurance company. Push you around. Take back control. Discuss your rights today.”

Words that provoke outrage in your ad:

  • you deserve better
  • Stay away from greed__
  • stop
  • you should not
  • ____ Game is over
  • Don’t let ____ weigh on you
  • you are not a doormat
  • you are worth more than ____

Playful warning 😜

These ads try to make you laugh, but don’t really laugh…

Steve Harvey Emoji

In this ad we see a picture of a cat with wide eyes, Advertising proposal It says “that feeling when you forget to download Capital One Shopping and overpay online.” Then we see more urgency below, “you’ll want to check it out soon.”

Emotional ad copy example - Facebook ad by capital one with a panicking cat

Words and Phrases to Warn

Now this strategy can be used for any emotion, but if you want to express regret/panic, these Trigger words and phrases It works:

  • oh shoot
  • if
  • I could have spared myself
  • After the fact, Zhuge Liang
  • can it be
  • palm
  • review
  • Don’t miss your chance
  • missed opportunity
  • Better to be safe than sorry
  • It seemed like a good decision at the time.
  • But is it?

Subtle Threat 😐

These ad examples below are for Talkspace’s Employee Stress Check report. There are no clear threats – only statistics. At least 25% of employees regularly underperform due to stress. Over 40% of employees may consider changing jobs to deal with stress. You will then be informed that you can learn more from the report. The report was then subtitled “The Tipping Point Between Retention and Departure.”

Emotional ad copy example - talkspace linkedin ad

See what they do there? Managers and HR employees…we’re not saying your employees are about to quit…but a lot of them will…so, just say it.

Words and Phrases to Eliminate Subtle Threats

  • on the edge of
  • Distance…only X (minutes, clicks, experiences)
  • when you least expect it
  • no way
  • low-key mysterious
  • inadvertently
  • fail to realize
  • careless negligence
  • distort

Public Threat 🤭

You can also use straightforward declarations like CallRail. In this display ad example, it says “You’re wasting money on marketing.”Then call to action Say “Find out where, for free.”

Emotional ad copy example - callrail display ad

well done.

public threats

Tell your audience they are…

  • waste money
  • waste time
  • Throw away precious ____
  • break in
  • offend
  • overrun
  • overlook

Positive Emotional Ad Copy Examples

now you don’t want yours Emotional words and phrases It always evokes negative emotions. Here are some positive examples and strategies to balance things out.

Hero 🙏

this Facebook ad creative It draws you in first by capturing the feeling of fear and failure. Here’s a mother completely messy in her living room, covered with text that says “My house used to be clean, then school was off…”

Then the main text is “That feeling when you realize the house is going to be destroyed until August…but hey, don’t be nervous! The maids can help control the mess with regular cleaning, or go deep after school starts in the fall Cleaning to reset the house.”

Emotional Ad Example - Maid Facebook Ad

Thanks to this cleaning service, we went from stressful to relaxing in just a few seconds.

words of comfort

  • but before you panic
  • do not worry
  • We protect you
  • do not worry
  • Do not be afraid
  • good news
  • ____ Difficulty…until now
  • struggle is [real, strikethrough] Exceed
  • From predicament to victory
  • don’t sweat

consolation 👍

If there’s one thing everyone wants, it’s control, and what better way to convey that than by playing with words. This ad from a local moving company reads, “You’re in the driver’s seat on the Red Rover. You load the equipment, drive the truck, and we store it!”
Emotional Ad Copy Example - Google Ads
Plus, in less than 10 words, I know exactly what to expect from this service.This is Concise copy for sale.

Words That Help Your Customers Feel In Control

  • You decide
  • you set the rhythm
  • control
  • Take back
  • you are in control
  • hey we got it
  • data support
  • head to head

spark of curiosity 🤔

It’s not revolutionary, but it’s a tried and true Copywriting skillsThis ad from GRIN inspires curiosity and exclusivity, “We’ve rounded up the inside scoop on 14 leading e-commerce brands. Uncover the secrets for yourself.” Like “Insider,” “Discover,” “Sneak Peek,” and “Secret” “Words like that make me think there must be something in there that I don’t know. Even though I know everything, now I have to download the guide to confirm this.

words that inspire curiosity

  • Want to learn more?
  • see proof
  • Let us change your mind
  • try not to____
  • Find
  • take a look
  • Here’s something for everyone
  • you would wish you had known earlier
  • hacks/tricks

Visionary 🙌

Evoking a sense of potential or possibility is a great way to address customer pain points. Instead of saying “We help you do X,” the ad focuses on the client, “Imagine being able to compare your surgical data to other US surgeons. Our integrated mobile app puts this data at your fingertips. .”

Here is another one:

Emotional ad copy example - if

words for possibility and contemplation

  • if you can
  • what if we told you
  • draw this
  • Have you ever thought about
  • Exceed
  • Can
  • push the boundaries
  • pioneer
  • rethink/reimagine

go-getter 🏃🏾

The “Stop X-ing Start Y-ing” method is a surefire way to exude confidence (besides including a photo of your power pose on a rock). You are ordering your readers to take the action that is in their best interest. “Stop dreaming of owning your own travel agency franchise and start living,” the ad reads.

Words That Inspire Confident Action in Your Ads

  • Enough waiting… already done X
  • what are you waiting for?
  • won’t do it myself
  • you’ve waited too long
  • It doesn’t have to be a dream
  • When will it be more? If not you, who?
  • It’s now
  • it’s your time
  • pull the trigger
  • your move

pursuer 😚

This ad has a similar feel, but instead of telling your customers to go out and buy something, it’s more respectful of what’s already there — or something you know they know think get there. It reads: “You are an innovator at heart. Your curiosity sparks ideas. Every day at HPE is a new opportunity to shine.”

Emotional Ad Copy Example - Inspirational Ad from HP

words to attract customers

To try this technique, consider how individuals your target audience want to be described. However, if you need some starting points:

  • hardworking people
  • talented
  • truly
  • Unique
  • Passionate
  • Firm

mine list of core values Can also help you here.

idealist 😊

The ad below reads: “With Shopify Capital, you can get equity-free financing in just a few clicks – as you scale, your business will flow.” Then in the notified creative there is a Screenshot of the text “You are eligible for funding”. In another ad for the product, the excuses were “there’s an easier way to sell online and in person” and phrases like “skip the pressure and convert.”

Emotional ad copy example - POS linkedin ad for shopify

See what’s going on here? Click away…no equity…flow…eligible…easier way…skip the stress.While the Maids method above uses a pain-stir-solution Copywriting formula, which just immerses you in the relief of the solution. We invite you to experience all these green lights, so to speak—not to mention the green theme in ad creative).

words and phrases that imitate the ideal

  • easy
  • seamless
  • effortlessly
  • in minutes

It’s a wrap! Which emotional copywriting technique are you going to try? Maybe lure your customers with affirmations? Or drop subtle threats with eye-opening stats? Here is the list to review:

  1. Doubtful Planter
  2. truth teller
  3. angry provocateur
  4. naughty threat
  5. subtle threat
  6. open threat
  7. hero
  8. peace of mind
  9. spark of curiosity
  10. visionary
  11. go-getter
  12. suitor
  13. idealist



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