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Emotionally Persuasive Search Return Listings

There are several factors that persuade surfers to take action on the Internet, whether it be filling out a form, making a purchase or just executing a click. Sometimes it is the logic of the appeal we make and sometimes it is the perception of the business' credibility. The most powerful appeals are ones whose argument is so emotional that we are driven to an action by its sheer sentiment and passion. 
At the core of any search return listings' ability to induce a click is the connection the title and the description seeks to make with the searcher. Consider offline ad campaigns that you remember. What was it about them that appealed to you as the audience? 
In most situations, emotions remain the most powerful persuasive factor. Where logical arguments may fail, emotions often have a magical and powerful lure to motivate people to respond and act. Not surprisingly, then, understanding which emotions to tap into is one of the most important focuses of persuasive advertising. 

One way to determine the most effective emotional appeal is to analyze readers according to their needs. For example, if security needs are most important to your targeted customer, your message should be phrased quite differently than if your reader were most concerned with a social need or belonging to a group. All memorable and successful advertisement campaigns have readily identifiable "need" tragets: AT&T's "Reach Out and Touch Someone" theme focuses on the emotional appeal of "belonging," while Alka Seltzer's "Will it be there when you need it?" campaign focuses one's need for dependability. The U.S. Army slogan "Be All You Can Be" is an appeal to self-actualization needs. GM's "Isn't it time you owned a Cadillac?" campaign focuses on esteem needs, and Campbell Soup's "Soup Is Good Food" appeals to physiological needs. 

Similarly, you must first identify which needs you would want to appeal to with your customers and target your headlines and descriptions accordingly. The headlines and descriptions for your search return listing will either convince or dissuade a click, so you must use the limited number of words very wisely. Think about your business and the audience you're trying to target and write accordingly. For example, a return listing for commemorative coins celebrating the United Nations victory in the Persian Gulf is likely to include words and phrases that trigger patriotic feelings: "Remember the brave men and women of Desert Storm." 

In some cases, emotional appeals are chosen to arouse negative feelings like fear or anxiety. An exterminating service, for instance, may stress the extent to which carpenter ants can damage a house or emphasize the fact that homeowners should invest in prevention rather than repairs. A life-insurance return listing may appeal to a parent's fear of dying and leaving young children insufficient funds to satisfy their basic needs. Many last-resort collection letters include messages intended to draw attention to the debtor's fears of legal action. 

7Search.com encourages you to get creative with your search return listings and spice them up with some emotional appeals. Log into your account now and test some less popular keywords with your new creative titles and descriptions!


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