People Who Don’t Feel Anything Don’t Buy Anything

Last week’s political posts generated much more feedback than normal.

A few subscribers were livid as hornets because I dared to say something negative about their favorite politician.

One guy was so upset about my comments on Obama’s health care bill he wrote me a 700-word response that culminated in a request to unsubscribe him.

But just as interesting were the number of positive responses I received.

Quite a few people said things like, “Loved this post” and “I totally agree.”

And all this got me thinking about an extremely important lesson about making sales in print.

People who don’t FEEL anything don’t BUY anything.

All purchasing decisions are driven by emotion.

That’s why you must make people FEEL an emotion — hope, fear, greed, relief, excitement, pride, outrage — before they will spend money.

Does that mean you should talk about politics?

Not necessarily.

I’ve been advised to avoid the subject on more than one occasion, but can’t seem to stay away from it.

After all, what happens on Pennsylvania Avenue greatly affects what happens on Main Street… for good or for ill.

But enough about politics.

For more tips on using emotion in your sales copy, go to:

-Ryan M. Healy

Ryan M. Healy

Ryan Healy is a financial copywriter and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like,, and