Another difference between content writing and copywriting is that the latter often invokes an emotional response, while the former does not. According to research conducted by Harvard University professor Gerald Zaltman, [over 9 in 10 consumer purchases are driven by emotion
Fear of missing out (FOMO), for example, may compel a consumer to buy a product so that they don’t miss out on its benefits. With the rise of social media, many consumers now feel compelled to buy and use new products after seeing their friends use them in social media posts.
FOMO is just one of many emotions frequently invoked in copywriting. Others include security, pride, comfort, a sense of belonging and instant gratification. Savvy marketers leverage these emotions in copywriting to persuade readers to take action.