7 Steps to Emotive Copy

Because engagement is a contact sport—and your message deserves to make contact.

By Kimberly Heismann | Founder, Emotiva

In today’s overcrowded climate conversation, logic alone won’t move people. If you want your audience to care, to act, to remember—you need to make contact.

Because engagement is a contact sport: it takes strategy, guts, and a willingness to show up with heart. In B2B marketing—especially in cleantech and sustainability—that means writing with intention, emotion, and the courage to connect.

Here are seven practical ways to bring more emotional power to your messaging, with real-world plays from the field.

1. Start With a Hook That Lands

Goal: Open strong—with a bold claim, a surprising stat, or a question that makes your reader lean in.

Example: Tesla leads with mission. Always. Their B2B content grabs attention by framing a clean-energy future—not just the specs under the hood.

Pro Tip: If your first sentence could double as a PowerPoint title, rewrite it.

Benefit: A strong opening draws your audience in and sets the emotional tone.

2. Make the Case With Heart + Head

Goal: Persuade logically, but layer in emotional impact. People make decisions based on feelings, then justify with facts.

Example: Siemens balances cost-savings with climate wins in their messaging, appealing to both the CFO and the sustainability officer.

Pro Tip: Show how your solution feels to adopt—less stress, more control, pride in impact.

Benefit: Emotional alignment builds relevance—and conviction.

3. Get Your Reader in the Game

Goal: Don’t just talk at your audience. Ask questions. Paint scenarios. Pull them into the story.

Example: GE uses ROI calculators and interactive content to help potential customers see themselves benefiting from their tech.

Pro Tip: Ask: “What would it mean for you to hit your net-zero targets ahead of schedule?”

Benefit: Involving your audience makes your message personal—and more likely to stick.

4. Tell Stories With a Pulse

Goal: Share real human stories. Customers. Communities. Even your team. Vulnerability builds trust.

Example: Schneider Electric’s microgrid stories show lives changed, not just systems installed. That’s impact you can feel.

Pro Tip: Ditch the corporate case study template. Start with a human moment.

Benefit: Storytelling turns features into feelings—and brands into partners.

5. Use Language That Sticks to the Skin

Goal: Craft phrases that echo. Use metaphor. Rhythm. Words with weight.

Example: Enel Green Power’s “Powering tomorrow’s cities today” is visionary and easy to recall.

Pro Tip: Test your message out loud. If it sounds forgettable, it probably is.

Benefit: Memorable phrasing makes your brand top-of-mind when decisions are made.

6. Structure With Flow (and Feeling)

Goal: Guide your reader through an emotional journey—problem, possibility, transformation.

Example: NextEra Energy structures content like a conversation: “Here’s the challenge. Here’s how we solve it. Here’s what it changes.”

Pro Tip: Every paragraph should move the story—and the reader—forward.

Benefit: Story-driven structure keeps readers engaged and builds momentum toward action.

7. Close With a Punch, Not a Whisper

Goal: End with a call to action that moves people—not just toward your product, but toward a shared mission.

Example: Ørsted invites readers to “Join us in powering a greener tomorrow.” It’s a CTA wrapped in a movement.

Pro Tip: Use verbs that inspire. “Explore,” “Build,” “Join,” “Lead.” Make the reader feel like part of something bigger.

Benefit: A strong CTA turns passive readers into active participants.

Summary of Benefits

1.    Hook with energy: Make them care from the first line

2.    Connect logic to feeling: Relevance is emotional

3.    Involve the reader: Make it personal

4.    Tell real stories: Trust starts with truth

5.    Be memorable: Great copy leaves an echo

6.    Guide with structure: Lead them through, not at

7.    End with action: Give them a reason to move

Step Into the Ring

The best marketing isn’t passive—it’s a form of participation. Of contact.  So suit up. Write bold. Connect with intention. And remember:

Engagement is a contact sport.

If you want a sparring partner with serious storytelling game, Emotiva’s in your corner.

Let’s talk copy that connects.

Contact us at: kimberly@emotivacopywriting.com or +1 917-740-5569