When determining to buy something Most people think it's because of a rational decision.
They point to the direct benefit of a product.
It's really not that at all.
The real reasons people purchase things is that when they see themselves in possession of the product it evokes an emotion in them, some nice, and some not so nice.
I'll use a security system as an example.
Most people would say that the reason to buy a security system is to protect their property and belongings.
That is a rational and well thought out reason.
Who could deny that? But I think the real reason people buy security systems is so they don't get ripped off and god forbid, someone cause some mental and physical damage to their spouse and children.
Do you see the difference? By using key phrases or hot buttons in your copy you can evoke primal instinctive triggers.
Your triggers should be trying to do two things.
One, get them to buy something and two, to execute an action, like signing up for more information about your product.
The use of psychology plays an extremely important role in determining the correct and instinctive approach to trying to sell someone a product.
I feel that if you are able talk about your product and speak directly to a consumer's need in terms of their own buying motivations you can psychologically make them buy something from you.
The classic example is that people buy the sizzle not the steak.
They buy the adrenaline rush they get when pushing down the gas pedal, not that it goes from 0-60 in 8.
5 seconds..
People buy things because of the emotion that it evokes in their sub conscience mind.
It will either satisfy their emotions or calm them down.
When people feel fear, happiness, horror, laughter, concern, hate, envy, jealousy, hunger, and desire, they pay attention and revel in the feelings.
The depth and duration of the feeling experience creates a lasting impression.
If you are able to speak to the emotions and either affirm them or calm them down, you will have a captive consumer.
Another item that captivates people's attention is that deep down under, people just love stories.
They like the drama that the emotions I just spoke of involve people.
They like that life is a stage and they are simply actors.
They especially like good endings.
Now that I've identified the real reasons people buy and other related thought processes that go into the consumers brain, imagine if we could reach into their psyche.
We could involve them into a story that has high drama, and at the end be able to be superman and save their day with a product.
That's is what your goals of converting consumers should be.
So I'm hoping that what you come away from this piece is that it is emotion that drives people to buy.
By weaving a story that directly involves their deeply felt emotions and then you as the hero, it can result in a tremendous increase in sales.
Learn to use it in your copy.
They point to the direct benefit of a product.
It's really not that at all.
The real reasons people purchase things is that when they see themselves in possession of the product it evokes an emotion in them, some nice, and some not so nice.
I'll use a security system as an example.
Most people would say that the reason to buy a security system is to protect their property and belongings.
That is a rational and well thought out reason.
Who could deny that? But I think the real reason people buy security systems is so they don't get ripped off and god forbid, someone cause some mental and physical damage to their spouse and children.
Do you see the difference? By using key phrases or hot buttons in your copy you can evoke primal instinctive triggers.
Your triggers should be trying to do two things.
One, get them to buy something and two, to execute an action, like signing up for more information about your product.
The use of psychology plays an extremely important role in determining the correct and instinctive approach to trying to sell someone a product.
I feel that if you are able talk about your product and speak directly to a consumer's need in terms of their own buying motivations you can psychologically make them buy something from you.
The classic example is that people buy the sizzle not the steak.
They buy the adrenaline rush they get when pushing down the gas pedal, not that it goes from 0-60 in 8.
5 seconds..
People buy things because of the emotion that it evokes in their sub conscience mind.
It will either satisfy their emotions or calm them down.
When people feel fear, happiness, horror, laughter, concern, hate, envy, jealousy, hunger, and desire, they pay attention and revel in the feelings.
The depth and duration of the feeling experience creates a lasting impression.
If you are able to speak to the emotions and either affirm them or calm them down, you will have a captive consumer.
Another item that captivates people's attention is that deep down under, people just love stories.
They like the drama that the emotions I just spoke of involve people.
They like that life is a stage and they are simply actors.
They especially like good endings.
Now that I've identified the real reasons people buy and other related thought processes that go into the consumers brain, imagine if we could reach into their psyche.
We could involve them into a story that has high drama, and at the end be able to be superman and save their day with a product.
That's is what your goals of converting consumers should be.
So I'm hoping that what you come away from this piece is that it is emotion that drives people to buy.
By weaving a story that directly involves their deeply felt emotions and then you as the hero, it can result in a tremendous increase in sales.
Learn to use it in your copy.
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