The 3 Dark Human Emotions And How You Can Turn Them Into Sales

In my preview post, I talked about the 9 types of buyers and how you, as a marketer, can handle the secret question that’s running through their minds…

Even without seeing each prospect’s body language and hearing their tone of voice.

Today is yet another post to knock out the emotions and objections that are hindering you from getting a sale. Join me as I uncover each sentiment and how you can turn them into a sale in several ways throughout your copy.

3 Top Emotions That Triggers Objection And How To Smoothly Handle Them

  1. Fear

Fear is an unpleasant feeling caused by the belief that something or someone is going to cause you pain or threat. The common thoughts that are probably running your audience’s mind can be:

“I’m afraid this won’t work.”

“What if it’s not for me.”

“What will my family say if I fail again?”

The Solution

As a copywriter, our job is to turn deal-breaker emotions into certainty. When it comes to fear, you can knock it out by

  • Talking about how much fun your offer is going to be. Elaborate your whole plan for them and that you are there to guide them every step of the way.
  • Showing that your offer is safe, thus the solution that it offers is secured. Remember to impose this on your copy because this could be your key.
  • Clearing up all the misunderstandings. You can successfully do this by NOT leaving anything to your reader’s imagination. Give them instructions for everything. 

Remember: Fear of the unknown is more terrifying than the fear of the known quantity.

  1. Anger

Anger is an emotion that occurs when we antagonize something or someone that deliberately does us wrong. Your angry readers are probably clinging to these thoughts:

“I’ve been burned before.”

“Everyone’s a crook these days.”

“I hate high-pressure sales!”

The Solution

Help your market turn their irritation into a buying decision by talking about these points in your copy:

  • Talk about respect – tell your audience that you respect them and every decision that they may come up with.
  • Give out control. Assure them that you are just there to guide them and that every step that they are taking is up to them.
  • Make them feel welcome. Assure them that they are free to make their own decisions. Of course, it will be nice if they take action and avail the bonuses available for them if they act now…but ultimately no pressure.

  1. Shame

Last but not least is a painful emotion called shame. This is caused by having done something improper or wrong in the past. You ashamed readers would most likely think of these things:

“I’d feel terrible about myself if this doesn’t work out.”

“I hate it when I let someone down.”

“What if I don’t fit in?”

The Solution

Address this painful feeling to level up your game by imposing this within your copy:

  • Love and appreciation. Tell your audience that you appreciate their presence and remind them that they are loved.
  • Talk about how other people will eventually see their success. You can inject before and after stories within your copy to emphasize the transformation that could happen if they avail of your offer.
  • Appeal to their sense of belongingness. Tell your readers that they’ll fit right in together with the like-minded individuals inside your tribe. Make your audience visualize that they are not alone.


Your target market will most likely make decisions based on negative emotions like fear, anger, or shame. Address these three feelings before they become a “deal-breaker” for your target audience. Giving them the assurance, appreciation, and respect that they deserve will surely help you skyrocket your business.

How do you handle negative emotions within your copy? 

Share it with us in the comments section, and don’t forget to share this post with your fellow marketers or copywriters.

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