By Lisa Packer

You absolutely must trigger an emotional reaction with your copy, if you intend to get response - whether you are looking for a lead or a sale. It does not matter whom you are marketing to, either: Business - to - business sales are still decided by human beings, just like consumer sales. All human beings buy on emotion.

With that in mind, here are seven ways to trigger emotions in your copy:

1. Tell a story. A good story captures attention, and draws the reader in. Right away, his emotions are stirred, and he cares about the outcome. Meanwhile, a lesson or sales message can be conveyed without resistance. That message will be remembered much longer, as good stories are hard to forget.

2. Paint a picture. Be vivid in your descriptions. Let the prospect see himself enjoying life after your product or service has solved his problem.

3. Stimulate all five senses. By merely describing the sight, smell, feel, sound, and taste of something, you make it real to your prospect. You mentally transport him to where you are - or transport your product to him. He will be aware, engaged - and emotionally involved with what you are telling him.

4. Promise benefits. Show him what you are going to do for him. Tell him how his life will be better, how time will be saved - and what he will do with that time - by using your product. Let him know, "What's In It for Me."

5. Use power words. Give your copy punch and excitement by using action words and vivid descriptors. Avoid all forms of the verb "to be." Show your product or service in action, and it will impact his heart.

6. Use a friendly tone of voice. Speak directly to your prospect, and sound like you are talking to a friend. Read your copy aloud and see if it passes the "barstool test." If it sounds like you are talking to the person on the barstool beside you, this is good. If any line or sentence makes you stumble, rewrite it.

7. Be honest. Banish all hype and half-truths. Emotion is conveyed subtly, and so is dishonesty. The same prospect "radar" that will pick up your passion and sincerity will also sound the alarm if you are lying. Your prospect will catch on, and you will lose him.

Use these tips to trigger honest emotion in your prospects. If you combine them with an offer that truly brings value to his life, you and your prospect will both be winners.

Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer, author of "The Power Of Emotion: 6 Triggers That Turn Prospects Into Customers," specializes in copy that does just that. Get a FREE copy and explode your response rates at http://www.lisapacker.com today!