How to make people WANT your products
October 10th, 2007 · 5 Comments · Tags: Copywriting
As I explained in last week’s post, people don’t buy what they need, they buy what they WANT. And these “wants” can be triggered in the prospect’s mind by summoning common emotional buying states in your copywriting. The most common buying emotions you can use are: greed, fear, flattery, guilt, exclusivity, anger and redemption.
As a matter of fact, this strategy is being used on you a lot more than you’d imagine. All you need to do is flip through a magazine or watch some television. As you do, try to identify the emotion being used on each ad. Go ahead and do it now before reading this information. When you’re done, come back because we’re about to go over the bases for these emotions and how to gear your copy toward at least one of them.
The chart below will come in very handy as you write. As a matter of fact, you might want to print or save this image and keep it handy as a reference tool.
The emotional basis for your copy will greatly depend on your target audience as well as the product or service you are offering. You can either use the emotion in its current context, OR pull out a desired response. For example, if you are selling self-improvement e-books to women seeking to lose weight, you would most likely choose one of the following: fear, flattery, guilt, anger or redemption.
Fear
Because most have tried to lose weight and failed… many times before. They are tired of the yo-yo effect. They don’t mind paying for help, but they are tired of being taken advantage of.
Flattery
Because every woman wants to feel good and look good. By describing the compliments the woman will receive on her figure, you can trigger an emotional response geared toward something she will receive rather than something she currently has.
Guilt
Because most women will put themselves last. Their family, friends and work come before they do. Guilt most likely would not apply to men in this situation as men don’t harbor the same emotional standing as women do in this area. However, women need to know that doing something for them IS all right – and in this case will also benefit their families, friends and employers due to the improved health they’ll receive with weight loss.
Anger
Because “all those other weight loss methods were a bunch of garbage!” I have several overweight friends who have said those exact words. They are mad because books, ads and literature make it look “so easy” and “so permanent” and many weight loss plans aren’t. They are angry because it isn’t working for them.
Redemption
Because many women (whether it is true or not) will “blame” their apparent inability to lose weight on their thyroid, arthritis (so can’t exercise), lack of time, lack of money or a number of other things. Granted… many of these are legitimate complaints, however often times people are simply looking for someone to offer solutions to all their problems before they act.
So the foundation of your weight loss ad could be any of the above emotions… or a combination of 2 or more. You could create a strategy that consisted of introducing anger (“I know you’re tired of companies who make outlandish promises they don’t keep…”) go into flattery (“…but you truly CAN achieve your weight goals and have romantic glances thrown your way from across the room…”) and then to redemption (“…even with your hectic schedule…”). If you have the space (such as on a website, a direct mail piece, an infomercial script, etc.) this is the best way to handle it.
5 comments so far ↓
Comment #:1 by BlueSKyBrothers.com » Oct 11, 2007 at 12:14 am
Great information. I’ve made a commitment to improve my copywriting and this information will be very useful to me as I roll-out my own products.
Thanks!
Greg
Comment #:2 by Art Telles » Oct 11, 2007 at 1:58 am
Hi Miguel,
As a new reader of your web site (less than 2 months), my constant impression is that you “over deliver” in your content, in the good sense of the thought… not just because it is free.
I am an amateur copywriter in the sense that “amature” means I don’t get paid “for” my copywriting, but I do get paid “because of” my copywriting on my various sites.
So, thank you for your 7 common buying emotions…
I am saving this for daily reference.
Here’s a little something for you in return…
As an amateur, after buying and studying Michael Masterson’s American Writers & Artists Inc. (AWAI) “Accelerated Program For Six-Figure Copywriting”, I came up with 3 Helpful Hints for amateur “writers” of any type of content.
Helpful Hint #1
Content… Context… Continuity… Clarity …
A Copywriting Secret - The “Golden Thread” 4 Cs
1 - Content - from the headline to the post script… just start writing… the flow will come to you
2 - Context - weave the “golden thread” flow of thought with continuity and clarity
3 - Continuity - thought leads to related thought
4 - Clarity - in addition to using the meaningful word, clarity requires moving sentences and paragraphs around for continuity.
The Golden Thread 4Cs are from your point of view.
From your reader’s point of view, remember EDA = 541…
Helpful Hint #2
Emotion… Decision… Action
EDA = 541
3 of the 1st 5 letters of the alphabet
5-E motion - do they “like” what they are reading
4-D ecision - if they at least “try” your offer, they like it
1-A ction - if they “refer” others to your referral page like, they really liked it!
Helpful Hint #3
KISS Your Copy… Keep It Super Simple
KISS Your Copy as you write and when you think that you are finished with a sentence, a paragraph or the complete writing of content, read your copy one more time and KISS It Again to
1 - Express only 1 thought at a time…
2 - Avoid convoluted sentences with 2 or 3 ideas…
3 - Weave the “golden thread” with continuity and clarity …
CCCC + KISS = (L)EDA
Your site visitors who see your introductory header and the lead in sentences will decide in only “3 to 5 seconds” to continue reading or not, so their action choices are… L - E - D - A
1st to read - LOGIC
2nd to like what they are reading - EMOTION
3rd to try your free trial offer - DECISION
4th to refer others to your offer - ACTION
The 3 Helpful Quick Hints were inspired by the AWAI copywriting course although they were not expressed in the course as they are written above.
For instance, EDA = 5-4-1 was my memory aid for remembering that Emotion precedes Decision precedes Action.
CCCC came to me as the result of osmosis… the unconscious process of assimilation while studying the course contents.
When people learn about the “Golden Thread” they will see that Content precedes Context precedes Continuity precedes Clarity.
Persuasion without consistent clarity is impossible… the “golden thread” persuasively weaves “the point” from header to post script.
I notice that you offer the AWAI copywriting course on your site and would like to add that “The Accelerated Program For Six-Figure Copywriting” should be the foundation copywriting training course for anyone who may be new to copywriting or may want to improve their skills, either to write for others or to write for their own web sites.
Art
Comment #:3 by Miguel Alvarez
» Oct 11, 2007 at 2:47 am
Hi Art.
Thank you a lot for the kind comments and for sharing all those formulas with us. I’d like to invite you to join the copywriting forum to share (and further explain) the formulas that you so kindly shared.
We have a group of beginner copywriters who would enormously benefit from a detailed explanation from you.
All the best!
Miguel Alvarez
Copywriting.com
Comment #:4 by Brennan Kingsland » Oct 11, 2007 at 9:47 pm
Dear Miguel,
I’ve read (and tried to implement) everything I can get my hands on about copywriting. I love the way your site is so chock full of good info.
Since my copywriting has been less-than-successful (thousands of views and few sales) would it be possible for ME to join the copywriting forum. PLEEEZE!
Brennan
http://setourteachersfree.com
Comment #:5 by Miguel Alvarez
» Oct 12, 2007 at 3:02 pm
Hi. =)
Absolutely… the copywriting forums are open to anyone who wants
to join. Simply go to the following URL and click the “Register” link:
http://www.copywriting.com/community/forums.html
All the best!
Miguel Alvarez
Copywriting.com