You’ve heard that people make decisions based on emotion, and justify them with logic…

But I don’t think you realize that it’s not just a truism or pithy quote.

I just heard about some research into people who had the emotional center of their brain cut off (not by researchers, by illness or accident).

When those people were tasked with making a decision, they could rationalize their choices all day long.  They could explain the advantages of choosing one option over the other.


Without emotion, people literally can’t make decisions.

Which means your copywriting needs to evoke emotions to get people to make a decision to buy.

With that in mind…

In today’s episode, I share a list of 16 Dominant Emotions to use in Copywriting and Selling that I got from the late, great Clayton Makepeace…

Yours for bigger breakthroughs,

Roy Furr

Episode Links

Emotional Direct Response Copywriting

High-Velocity Copywriting

BTMSinsiders All-Access Pass: Like Netflix for your copywriting & marketing training…

The Legendary Clayton Makepeace Outline

Wanna say “thanks” for this episode?  Buy me a coffee…

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