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Quick heads up: this one’s 7ish minutes. But it’ll change how you think about copy.

Too close to your own business to figure out why your messaging isn’t hitting the mark? A copy audit or strategy session can show you exactly where the gaps are, and how to fix them.

Why good copy isn’t what you think it is

Most marketers know how powerful emotion can be. I often talk about the idea of evoking vs exploiting it. But there’s one thing no one talks about, and it may be the most important angle… the role emotional intelligence plays.

As defined in the Oxford dictionary: the capacity to be aware of, control, and express one's emotions, and to handle interpersonal relationships judicially and empathetically.

Emotional intelligence in copy isn’t about forcing a reaction. It’s about recognizing what someone’s feeling, understanding why they’re feeling it, and responding in a way that builds trust instead of breaking it.

People don't just choose products or services because they make logical sense. They choose based on how those choices make them feel about themselves.

Most marketing advice stops at "make people feel something." Emotional intelligence goes a layer deeper. It’s about understanding what they’re feeling and why it matters.

If you ignore that emotional context, seemingly well-written copy can miss the moment (or worse, push people away).

💡Think about it like this:

Imagine your friend just got dumped.
One person rushes in with, "You’re better off without them!"
Another simply says, "I'm here for you."

Both people mean well. But only one is practicing emotional intelligence.

Sometimes the best thing you can do isn’t to cheer someone up or fix the problem. It’s to sit with them in it. And show them they’re not alone.

Sometimes the little moments, the ones brands often overlook, show whether they actually get it.

Last week, I was trying to check in for my flight. Instead of the confirmation page I expected, I landed on a 404 error.

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Normally, I might have smiled. But frustrated, stressed, and in a time crunch? The cutesy pun didn’t lighten the mood. (Honestly? It made me want to throw my phone.)

It’s a small thing, but it speaks to a bigger truth:

Every touchpoint you create sends a message. Whether you realize it or not, you're setting the emotional tone for your brand.

And when the tone doesn't match the moment? You don’t just lose a little goodwill. You lose trust.

Trust reduces perceived risk, speeds up decision-making, and increases loyalty and referrals. Without trust, you have to work 10x harder to convince, convert, and keep people.

Because "delight" alone isn't enough. Emotional intelligence is about meeting people where they actually are, not where you hope they'll be.

And something most people don’t realize?

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Copy isn’t just about what you say. It’s about the emotional experience you create.

Behind every simple phrase that feels "natural" or "effortless" is strategy—careful decisions about tone, timing, emotional resonance, and audience readiness.

Good copy isn’t magic. It’s strategy you can’t see.

And speaking of strategy you can’t see... let's talk about AI.
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Can AI help? Sure. But it can’t replace this.

AI can spit out ideas. It can suggest emotional themes. It can even draft a few options to get you started.

It can simulate emotion... but it can't feel it.
It can mimic tone (sometimes)... but it can't read the room.
It can offer words, but it can't wield emotional intelligence.

Emotional intelligence is what tells you when to say less instead of more. When to offer reassurance instead of pushing urgency. When to pause instead of pitching.

AI can hand you words. But only you can choose the ones that build real trust.

And that’s what sets emotionally intelligent brands apart... especially now.

AI can help you talk at people. Emotional intelligence helps you talk to them. Big difference. And that’s where real connection begins.

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Understanding your audience: it’s deeper than demographics

It’s easy to think you know your audience because you know the basics. Their industry. Their age range. Their title. Their favorite podcasts.

But emotional intelligence demands more than a profile.

It’s not enough to know where they live or what they buy. You need to understand what they’re hoping for, and what they're quietly struggling with. You need to know what they're protecting, what they're chasing, and what keeps them up at night.

Emotionally intelligent copy doesn't just recognize who someone is. It recognizes what matters to them, and meets them there.

This is where most brands stop short. But if you really want to connect? Ask yourself these questions.

When I’m thinking about emotional context, I like to ask:

• What identity are they trying to protect or prove?
• What are they secretly afraid will happen if they don't solve this?
• What dream are they almost afraid to admit they want?
• Where do they feel stuck between two conflicting desires?
• What story are they telling themselves about why they haven't succeeded yet?
• What reassurance do they wish someone would give them, but probably won’t ask for?

These are the emotional undercurrents great copy taps into and why messaging that looks simple is often anything but.

It’s something I see all the time during strategy sessions. What looks like a "copy problem" is often a missing emotional connection between the brand and the audience.

Because when messaging looks effortless, it’s not because it was easy to write. It’s because someone understood the emotional realities underneath. And designed the experience accordingly.

It’s easy to write for who your audience is on paper. It’s much harder, and much more powerful, to write for what they’re feeling beneath the surface.

When you tap into these hidden drivers, you're not just making a better pitch. You’re making a safer choice feel obvious.

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The line between evoking and exploiting

Most marketers know how to evoke emotion. Fewer know how to do it responsibly.

If a little emotion gets attention, shouldn’t more emotion drive even more action?
Cue the fear tactics.
Cue the scarcity ploys.
Cue the shame-heavy sales pages.

But here’s the thing:

There’s a big difference between evoking emotion and exploiting it.

• Evoking emotion means helping people name and navigate what they’re already feeling.
• Exploiting emotion means using fear, shame, or urgency to pressure action.

Common pitfalls that cross the line:

• Leading with fear ("Fix this now or your business could fail.")
• Manufacturing urgency ("Only 2 spots left!" even when there aren't.)
• Exaggerating pain points ("Without this tool, you’ll be left behind.")

During copy audits, this is one of the biggest issues I flag. Messaging that leans too hard on fear or shame without realizing the long-term damage it causes. (especially on sales pages)

Because panic might sell once. But trust sells again and again. Anyone can crank up fear and call it “marketing.” Building actual trust? That takes skill.

Are you holding up a mirror? Or are you twisting the knife?

Only one leads to the kind of brand loyalty you actually want.

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Customer journey insights: timing and emotional intelligence

What someone needs to hear when they first stumble across your brand isn’t the same as what they need to hear when they’re almost ready to buy.

Here’s how emotional needs tend to shift:

If your copy feels off, it’s not always what you’re saying, it’s when and how you’re saying it. Think: asking someone to marry you on the first date.

At every stage, revisit the six emotional questions. Because messaging that meets people where they are—emotionally, not just logically—is what moves them forward with you.

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Real examples of emotional intelligence in action

Website Copy (Data Analysis / SaaS Company)​
✅ "Data doesn’t have to feel overwhelming. We help you find the insights that matter. So you can make confident decisions without drowning in the details."
❌ "Billions of data points processed per second. Superior algorithmic performance guaranteed."

Sales Pages
✅ "Imagine feeling strong, energized, and focused three months from now. Not because you hustled harder, but because you finally aligned your actions with what matters most."
❌ "Land your dream clients in just 7 days or less!"

LinkedIn Content (Higher Education Industry)​
✅ "Choosing where to continue your education is a big decision. It’s normal to feel both excited and overwhelmed. Here’s a simple guide to help you sort through your options, one step at a time."
❌ "If you aren’t sure by now where you belong, maybe you’re not ready for the future."

Because great messaging doesn’t shove people forward, it invites them in.

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6 habits of brands that lead with emotional intelligence

• Slow down your assumptions.
• Test the tone against the emotional moment.
• Prioritize clarity over cleverness when emotions run high.
• Invite, don’t pressure.
• Trust your gut. If it feels off, it is.
• Revisit the six emotional questions before you publish.

Emotionally intelligent copy isn’t about pulling harder on emotional strings. It’s about building real trust one word at a time.

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Why emotional intelligence matters even more right now

In an unstable world, emotional marketing isn’t enough. Emotional intelligence is the differentiator.

People aren’t just looking for solutions.

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They’re looking for safety.
They’re looking for reassurance.
They’re looking for brands that understand what they’re going through without exploiting it.

When stability feels rare, brands that offer emotional clarity and trust become the ones people turn to. And stick with.

If you want to be the brand they trust, not the one they forget, emotional intelligence isn't optional.

It’s essential.

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Until next time,

Stacy

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P.S. 🗓️ On May 5th, I’m teaming up with Melissa Glick, a business strategist, for a live conversation about sales and messaging. We’ll talk about where they differ, how they overlap, and common mistakes you can avoid. I’d love to see you there!
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And speaking of emotional intelligence... my friend Gina is hosting a Life by Design LinkedIn Live series. This week's theme is about creating space to pause, quiet the noise, and being honest with yourself about where you are right now.

👋🏻 That's a wrap on issue 49 of straight-to-the-point insights that turn why they buy into how you sell. (Did someone forward this to you? Subscribe ​here​.)

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