What are the emotional triggers that will guarantee the sell?

12 years ago

Very interesting! Thank you! I will keep this in mind next time I write out a copy.

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Steve The Copywriter

12 years ago

Yes, a great post.

I was lucky to learn all about "dominant emotions" and how to use them when "Team Makepeace" were in full swing.

You should still be able to find some great stuff about them all by searching the site.

http://www.makepeacetotalpackage.com/

Steve

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Shadowflux 12 years ago

Emotional triggers are very important. I try to focus on a number of different things when I writ but I think there is one thing I like to consider in almost any copy:

Laziness

This isn't to say that everyone is lazy and looking for a quick fix, some people are hard workers. I do, however, feel that if anyone is presented with two options, one being hard and one being easy, they are more likely to take the easy option.

It's the difference between saying:
"It's not easy, it takes work, but..."
and
"It will seem so effortlessly simple..."
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Alex Cohen

12 years ago

Originally Posted by Steve Copywriter

Yes, a great post.

I was lucky to learn all about "dominant emotions" and how to use them when "Team Makepeace" were in full swing.

You should still be able to find some great stuff about them all by searching the site.

MakepeaceTotalPackage.com

Steve

Here are three of those blog posts:

Know Thy Prospect | MakepeaceTotalPackage.com
Make your product's benefits SPARKLE! Make your product
Turning Research into Gold | MakepeaceTotalPackage.com

Alex

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MoneyMagnetMagnate

12 years ago

Great post...

I think what they need to feel, is NEED.

Their first thought after reading should be, "I need this".

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Mark Pescetti

12 years ago

Originally Posted by MoneyMagnetMagnate

Great post...

I think what they need to feel, is NEED.

Their first thought after reading should be, "I need this".

There are MANY subtleties you can apply to inspire and persuade the reader to feel like they NEED your SOLUTION.

On a project I'm working on right now (Yup, this forum is a MAJOR distraction... when you're looking for one), I'm using the reader's likely vulnerability as a way to create the NEED to purchase ASAP!

But you're absolutely right, stimulating the primal sense of NEED within the reader is a must, must, must!

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Alex Cohen

12 years ago

Originally Posted by Reflection Marketing

But you're absolutely right, stimulating the primal sense of NEED within the reader is a must, must, must!

Not really.

At first, sell your prospect what he wants, not what he needs.

A guy who can't get dates needs help with his grooming, his inner game, or some other serious issue. But he thinks if he can just come up with a cool pick-up line, he'll get dates. So that's what he wants.

After you've sold him what he wants, use your newly-established relationship to explain what he really needs... and then sell that to him too.

Alex

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MoneyMagnetMagnate

12 years ago

Originally Posted by Alex Cohen

Not really.

At first, sell your prospect what he wants, not what he needs.

A guy who can't get dates needs help with his grooming, his inner game, or some other serious issue. But he thinks if he can just come up with a cool pick-up line, he'll get dates. So that's what he wants.

After you've sold him what he wants, use your newly-established relationship to explain what he really needs... and then sell that to him too.

Alex

I understand what you are saying Alex, but I think sometimes just "wanting it " does not invoke enough desire to take action...the OP, and everyone has made very good points about how emotion drives a sale, and how delicate or demanding the writing has to be to make it happen.

Needing it is one step closer to the primal desire to make it happen...you have to have it, not just wish to have it - An actionable thought, not just a dream for the future.

I know this is a bit melodramatic, but ultimately the overwhelming primal need for the item is what WE want - for them to take immediate action.

It doesn't really matter if it is a new coffee maker, or a Super Yacht - whether it is bought on a rational, or emotional decision, they need this - not the other one...this one - and they need it NOW if not sooner, to make life better...

But then again...does anybody really NEED this? (see picture) - whomever buys this must think so...
Maybe at this level there is a distinction between want and need. But the person who buys this monstrosity NEEDS it to stroke his ego.

Who would like to write the sales brochures for this?

Streets of Monaco Super Yacht – $1.1 billion
(this is being built as a private yacht)

The amazing Streets of Monaco yacht will not only rival Roman Abramovich’s Eclipse (below) in price, but also in sheer audacity. Rather than being the largest or most secure yacht in the world, Monaco will feature scaled-down reproductions of landmarks from its namesake city-state. This 500-foot yacht will feature a go-kart track on deck inspired by the Monaco Grand Prix, as well as reproductions of the Hotel de Paris, La Rascasse and the Loews Hotel. It’s being designed by Yacht Island Design of Derbyshire County in England and will accomodate 16 guests and 70 crewmembers. For the owner, a 4,800-square-foot suite with three floors is planned.

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Alex Cohen

12 years ago

Originally Posted by MoneyMagnetMagnate

I understand what you are saying Alex, but I think sometimes just "wanting it " does not invoke enough desire to take action...the OP, and everyone has made very good points about how emotion drives a sale, and how delicate or demanding the writing has to be to make it happen.

Of course... emotion drives the sale.

If people just bought what they needed, we'd all be driving around in the cheapest vehicle possible that got us from point A to point B.

But we're not.

The great majority of people buy a more expensive vehicle for various reasons tied to emotion. They buy what they want, not what they need.

Alex

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Mark Pescetti

12 years ago

Originally Posted by Alex Cohen

Not really.

At first, sell your prospect what he wants, not what he needs.

A guy who can't get dates needs help with his grooming, his inner game, or some other serious issue. But he thinks if he can just come up with a cool pick-up line, he'll get dates. So that's what he wants.

After you've sold him what he wants, use your newly-established relationship to explain what he really needs... and then sell that to him too.

Alex

I guess it depends on what you're selling, doesn't it Alex?

I ALWAYS try to take on clients who offer REAL freaking SOLUTIONS!

That makes way easier to authentically communicate why the reader NEEDS to take action.

And if you tap into their emotional sensibilities and bypass any of their limiting beliefs, they will realize this isn't about want, but a definite need.

The want is already AND always there.

Everyone wants more.

Whether it's more money, more security, more spirituality, more freedom, more love, more intelligence, more tools... whatever.

That's the very essence of life... when you stop wanting, you start dying.

For me, when I'm selling something, I'm only interested in making them believe they need the product or service.

Want feels like a kid at the toy store...

...to me.

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Alex Cohen

12 years ago

Originally Posted by Reflection Marketing

The want is already AND always there.

Everyone wants more.

Whether it's more money, more security, more spirituality, more freedom, more love, more intelligence, more tools... whatever.

That's the very essence of life... when you stop wanting, you start dying.

For me, when I'm selling something, I'm only interested in making them believe they need the product or service.

Want feels like a kid at the toy store...

...to me.

Exactly. Want is where the greatest opportunity exists for marketers.

Thanks for making my point.

Alex

Thanks
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Mark Pescetti 12 years ago

Originally Posted by Alex Cohen

Exactly. Want is where the greatest opportunity exists for marketers.

Thanks for making my point.

Alex

Well, we meant it in two different ways... but whatever... it works.... You're awesome...
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- Alex Cohen 12 years ago
  
  Originally Posted by Reflection Marketing
  
  Well, we meant it in two different ways... but whatever... it works.
  
  Generally, people simply buy what they need. No persuasion needed.
  
  When the emotions kick in, we move from what we need... to what we want.
  
  I need a can of peas for tonight's meal. The store brand is fine, but the label on Le Sueur peas says "very young small sweet peas" and that triggers an emotion in me. So I buy them (what I want) instead.
  
  I need a car to go places. A Chevrolet Aveo would do fine, but I buy a Camaro, because I like the way it feels when I drive it (emotion).
  
  When you sell to a person's emotions, you're selling to his wants, not his needs.
  
  Alex
  
  Thanks
  
  1 reply
  
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  Marvin Johnston 12 years ago
  
  Originally Posted by Alex Cohen
  
  The great majority of people buy a more expensive vehicle for various reasons tied to emotion. They buy what they want, not what they need.
  
  Originally Posted by Alex Cohen
  
  Generally, people simply buy what they need. No persuasion needed.
  
  I'm not at all sure I can agree with this 2nd quote ... at least most of the time. What immediately comes to mind is the amount of shelfware/shiny objects being bought. Is it really needed?
  
  Perhaps it is mostly true in the low income brackets (however you want to define that) where disposable income is at a premium.
  
  Or maybe a want becomes a need with effective copywriting.
  
  Marvin
  
  Thanks
  
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AC683

12 years ago

Great post! People buy because of emotional reasons then they later justify that purchase with logic. Thanks for the great info.

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EricMN

12 years ago

Wonder --> Worry --> Catharsis

I use questions and stories that ideally have prospects say something along the lines of. . .

"I can't believe that happened. . . What if that happened to me?? He's right, I need to fix this."

This is just one combination but it is one of my favourites. I like instilling wonder and curiosity because if even a seed is planted afterwards, and they decide not to buy right then an there, they'll have it on their mind until they do.*

Rewinding many years back to my grade 12 writer's craft class my teacher told us that catharsis is the most powerful thing you can accomplish as a writer. Living out your most inner emotions, feelings, tensions, thoughts and beliefs through the words of another can only accomplish if they have pieced together those words just for you.

Catharsis means being on the same page on the deepest of levels. Tell me a more powerful tool for selling than that.

(*I know it's imperative to have them take action immediately. This was just for the sake of example)

Thanks
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Rick88

12 years ago

The vast majority of people buy on emotions and that is what you reach first. You have to also give them the justification for that purchase. Basic rules to follow. Even with B2B copy you have to hit the emotional needs first.

Thanks for the Clayton Makepeace links. He is definitely one of the greats to mirror.

Thanks
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thehorizon

12 years ago

I've been religiously reading a lot of the "old" copywriting classics and they seem to scream something in my head. I can't completely put it into words but let me try.

It's not really about the emotional triggers... In my honest opinion, while emotions are a main factor to a buying decision, they aren't the cause of the buying decision.

In the prospect's mind, he will be wrestling with 6000 pounds of information... shelves and shelves of them.

Each part of a copy is there for a purpose. Each of them there trigger a certain emotion in the prospect because of each of their functions.

The headline catches the attention. If it shows that ultimate hidden benefit... the prospect gets hooked on "curiosity". He'll immediately ask subconsciously... "What is this all about? Won't hurt to read more..."

The sub-headline transits the attention to focus onto the main body... which then triggers a chain of emotions. Fear, hatred, sadness... however shallow those emotions are, they just exist to press the reader on towards the realm of "believing" and "wanting".

The body casts the prospect into a dark tunnel, and the words are phrased such that there is only a beam of light at the end of the tunnel.

"Buy it, or you lose out."

If the copy was good enough... It's a straight path to that beam of light at the end of the tunnel (aka The solution). He trusts in the solution, he believes that it will work for him, he trusts that he will receive good value and information from the product.

Even if the prospect doesn't buy... it takes an immense buying reluctance and skepticism to divert the buying emotion.

If the copy wasn't good enough... the prospect would simply turn back, and probably never even walk to the end of the tunnel, much less close the sale.

I'd say it really isn't just the emotional triggers that close the sale... it's about making the prospect comfortable (Reliability, Credibility, Value, Specificity, etc) to buy from you.

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Mark Pescetti

12 years ago

Originally Posted by thehorizon

I've been religiously reading a lot of the "old" copywriting classics and they seem to scream something in my head. I can't completely put it into words but let me try.

It's not really about the emotional triggers... In my honest opinion, while emotions are a main factor to a buying decision, they aren't the cause of the buying decision.

You responded to this thread because you FELT compelled to.

That's emotion.

We're emotional beings.

Even the pursuit of intellect (through school or reading) is an emotionally-driven process.

I mean, have you ever really delved into the deep emotional undertones of someone seeking high education.

It's usually beliefs instilled within them from their parents...

But make no mistake about it... it's emotion.

Copy should always just bypass the intellectual side by appealing to ones emotional sensibilities.

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ThomasOMalley 12 years ago

Another easy answer to this so-called debate.

Absolutely, people buy on emotion. So, of course, use emotional appeals in your copy.

But people justify with logic. So, of course, give them logical reasons to buy in your copy as well.

No conflict here. Great copy uses both emotional and logical appeals.

Case closed.
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thehorizon

12 years ago

Originally Posted by Reflection Marketing

You responded to this thread because you FELT compelled to.

That's emotion.

We're emotional beings.

Even the pursuit of intellect (through school or reading) is an emotionally-driven process.

I mean, have you ever really delved into the deep emotional undertones of someone seeking high education.

It's usually beliefs instilled within them from their parents...

But make no mistake about it... it's emotion.

Copy should always just bypass the intellectual side by appealing to ones emotional sensibilities.

I do understand the perspective of the majority, because I myself am a psychology student... and that means I do understand what you're going towards. We're moved by emotion, and emotion points the crowd at a certain direction... but emotion is not the single sole reason for an action.

Let's take a strike as an example. When people feel compelled to rise up against injustice, there's frustration, there's anger, that's the feeling of being discriminated. Here's the big difference. I've read recently in the news of a "democratic society" which bans strikes and riots... a certain strike was organized via Facebook, and upon a single warning from the police, the strike never materialized.

There was fear of going to jail. It didn't matter if anyone was jumping on the bandwagon together. The underlying factor that led to that fear was that no one believed that anyone would actually do it for real.

I wasn't really compelled to reply to the thread... I merely felt that it had a topic for a good discussion and popped in to give a slight take on the matter.

I know PhDs who have sincere passion for their high education. I know doctors, theoretical physicists, lawyers... Some of them are bound by conditioning, while some really have a genuine interest in the field.

What I'm saying is... persuasion isn't based solely on Pathos (the complex emotional). (I don't normally cite Wikipedia, but here's the condensed text: Pathos - Wikipedia, the free encyclopedia )

In psychology, we learn that the 3 pillars are Logos, Pathos and Ethos.

It's been established ever since Greek history. Even under the influence of hypnosis, the subconscious mind cannot simply break the conditioning of the Ethos (Eg. Religions, Strong Political Beliefs etc)

It's the same in sales copy. The main objective is to sell. The main decision lies with the prospect himself. He must have an existing desire, and you guide him from point A to point B using Logos, Pathos and Ethos. (The three pillars do not really mean logic, emotion and ethics, they appeal to something more complex, but I won't get into it here)

Ultimately, the prospect himself either is convinced, or not convinced. That's where the buying decision lies.

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Mark Pescetti

12 years ago

Ultimately, the prospect himself either is convinced, or not convinced. That's where the buying decision lies.

As Herman Cain would say: It's apples and oranges.

You're focusing more on the intellectual side of things and for certain products or services... that's fine.

But in order to convince someone to sell, you have to make even the most complicated subject matter effortless to digest.

If you over-stimulate a person's analytical nature, you'll just end up making them spin their wheels and FEEL confused about what you're selling.

That defeats the purpose.

Interesting information though.

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Azarna

12 years ago

The emotions should be in proportion to the nature of the product.

I recently saw copy for an eBook on growing better roses. The way it went on you would think that having nice roses was a matter of life and death, heh. All this does is make the seller look a little crazy.

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rcallaby 12 years ago

I think some people have already nailed this but it is worth repeating. I think it is very important to keep trying to be in your customers shoes and answer this one simple question "what is in it for me?" and if you can do this in a compelling manner then you will get the sale.

The whole idea is to keep answering the "why" questions in order to solicit a sale. If you can answer enough of these questions then I believe you will reach a tipping point and they will feel compelled to buy.

Thanks,
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Mark Pescetti

12 years ago

Originally Posted by Azarna

The emotions should be in proportion to the nature of the product.

I recently saw copy for an eBook on growing better roses. The way it went on you would think that having nice roses was a matter of life and death, heh. All this does is make the seller look a little crazy.

This can be true.

On the other hand...

Sometimes copywriters think that a simple product or service doesn't demand the same kind of pondering about the possibilities as a solution that really lights up the imagination.

That's why SO MANY products and services end up accomplishing nothing for anyone.

You can't think so far out of the box that there's no connection between the way you're animating the benefits and what the product or service actually does...

...However, you still have to push the envelope, trigger ALL of the emotions that might compel someone to buy the product or service and make it seem like an utter shame to walk away.

The bottom line is...

Every SOLUTION has a vantage point that can create a buyer's feeding frenzy.

But the catch is (at least in my mind) that is must be a product or service that provides a REAL solution.

Too many times, copywriters have to contrive the value of the solution, rather than simply magnifying what's already organically there.

Mark Pescetti

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Dan Freeman Banned 12 years ago

Do you use hype in your copy?
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doingwrite

12 years ago

I couldn't help but think all the way through reading this thread about the similarity with conflict mediation.

As a mediator you are working with two (or more) people who have a conflict because of POSITION. Underneath everyone's position is an INTEREST. If you can get to the interests of both, the possibility of the mediation resulting in a win/win for both parties is much greater.

So it seems to me as a wannabe copywriter that one must be absolutely aware of the readers needs, and use great writing skills to help lead them to a "want" that they believe will fulfill those needs.

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Mark Pescetti

12 years ago

Originally Posted by doingwrite

I couldn't help but think all the way through reading this thread about the similarity with conflict mediation.

As a mediator you are working with two (or more) people who have a conflict because of POSITION. Underneath everyone's position is an INTEREST. If you can get to the interests of both, the possibility of the mediation resulting in a win/win for both parties is much greater.

So it seems to me as a wannabe copywriter that one must be absolutely aware of the readers needs, and use great writing skills to help lead them to a "want" that they believe will fulfill those needs.

Interesting perspective.

I'm not so sure I agree though.

As the writer, you have to detach yourself from the process and almost holographically put yourself into the shoes of the person who benefits from purchasing the product or service.

So in a sense, you're trying to overcome their beliefs (or build upon them), while nullifying their intellectual mind (rational thinking) in order to get them to drop their collective guards.

Your objective is to stimulate the emotions that make them realize they need the SOLUTION - by inspiring them to get out of their own way!

That could be a form of mediation, I suppose.

Maybe I'm not fully understanding where you're coming from?

Ultimately, as a copywriter, you have to be ridiculously choosy about what products, services and PEOPLE you take on so you can truly represent the solution you're selling AND the end consumer's best interest to boot.

Targeting people's emotions can get really dicey is you, the copywriter, are not in integrity.

Just look at the B.S. fast foods joints put out. Or Presidential candidates.

Their excellent at making people feel like they need what they've got... but most people don't NEED anything they're offering.

It's an emotional roller coaster out there.

Be careful.

Tread lightly.

By the way, I checked out your website. The Price Page doesn't work.

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packerfan 12 years ago

Originally Posted by Reflection Marketing

Interesting perspective.

Just look at the B.S. fast foods joints put out.

You're obviously not their target. That B.S. is a quick meal for a single mom working two jobs. A cheap treat for a family that can't afford applebees. It's also fast, predictable, and priced accordingly.

You seem to have some personal conflict going on with regards to delivering what the market wants. What YOU want doesn't matter. The market decides what is B.S. and what isn't. If the number of fast food joints are any indication I think the message is loud and clear.

P.S. I'm fully aware of the perceived health issues with fast food. I think the food is terrible, etc. But somehow when I need a quick meal on the road I stop in for a sausage Mcgriddle.
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RadiniCopywriting

12 years ago

Awesome post! Very informative

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alerio

12 years ago

I have recently listened to a CD about the most famous con-men in the history.

They all worked the same, and pushed only 2 buttons: fear and greed. The rest apparently didn't work that well.

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Alex Cohen

12 years ago

Originally Posted by alerio

I have recently listened to a CD about the most famous con-men in the history.

They all worked the same, and pushed only 2 buttons: fear and greed. The rest apparently didn't work that well.

Yes, fear and greed are the two most effective persuasion triggers. That said, don't throw the other persuasion triggers in the crapper just because they don't work as well. They can be very effective.

For example, curiosity. And scarcity. And celebrity. And dozens more.

Alex

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max5ty

12 years ago

Here's the facts...

Nobody really wants to hear about your grandpa's porn addiction...

...or the fact that your cat "boobs" saved your life in 1992 from a fire that almost devastated your mobile home.

There is no real answer to what triggers an emotional buy...

it depends on what you're selling.

The only thing that always works is when your reader is reading your copy...and thinks, "man that sounds like me".

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MakeMoneyJames

12 years ago

7 key copy drivers that make people act

guilt, flattery, anger, exclusivity, greed, fear, salvation

- Denny Hatch

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tobyddd 12 years ago

Originally Posted by MakeMoneyJames

7 key copy drivers that make people act

guilt, flattery, anger, exclusivity, greed, fear, salvation

- Denny Hatch

I like that - very good bullet points for emotional triggers
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vpunch

12 years ago

These posts have definatley given me new insight into emotions and online buying.

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Will Roarke

12 years ago

Very good idea.

Starting with the desired result/feeling/emotion and then working backwards to create it is always a good strategy.

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jgrink

12 years ago

"The six prime motives of human action are: love, gain, duty, pride, self-indulgence and self-preservation." John Collier Letters, page 39.

Good post, BTW.

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Will Roarke 12 years ago

Originally Posted by jgrink

"The six prime motives of human action are: love, gain, duty, pride, self-indulgence and self-preservation." John Collier Letters, page 39.

Good book.
Don't see too many people talking about it.
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knish

12 years ago

Thank you for this copywriting lesson. It is a very helpful information.
I have taken note of it.

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staceythewriter

12 years ago

I agree with AC683: human beings make decisions based on their emotional response, then justify it with logic. A great deal of what we have, we don't need.

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WinstonThaler

12 years ago

Interesting.

Don't forget the pain-pleasure spectrum as well. People have a stronger will to "avoid pain" instead of "gaining pleasure".

The emotions attached to them have higher gravity and intensity... And they affect prospects in the mental level, which creeps out to the physiological level eventually (heartbeat race, sweaty palms, retina constriction or dilation).

The job of a copywriter is to create "confusion" and then show a binary way out of the confusion: buy it to solve it, or don't buy it.

Prospects are often aware of the problem or the solution, but they are vague. The copywriter makes this gap seem wider and wider... And strains it to the point of emotions becoming that of burning LUST.

It's like love. People see desired differences in their desired partners. Confusion buzzes in the head and they can't wait to get it solved. Your role as a copywriter is to write a "script" where your prospect's problem is matchmade to your product's "lure".

You let them find out what makes the person charming, you don't tell them outright. Implying often outstrips blatant telling in conversions.

That's the emotion. The reader goes something like this:
"hmm... Interesting." (Headline)
"That hit the nail..." (Intro copy)
"Again..." (Build up)
"Woah..." (Subheads, bullets)
"Seriously...?"
"This is good stuff..."
"I can't believe this..." (Objection countered)
"But..." (Objection countered)
"So how do I..." (sales proposition)
"I need to think about this..." (Ease and urgency)
"I can't think? Uh..." (Risk reversal, bonuses)
"I need this!!!" (Sales proposition again)
*clicks on Buy*
*sigh of relief and happiness*

In good copy, prospects literally feel a rollercoaster of emotions - just like a love story. They fall in love and can't get the idea of a purchase out of their mind. They get infatuated with overwhelming lust.

I guess that's what you can call an emotion that guarantees a sale.

- Winston Thaler

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1 reply

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Wytnyt

12 years ago

Originally Posted by WinstonThaler

Interesting.

Don't forget the pain-pleasure spectrum as well. People have a stronger will to "avoid pain" instead of "gaining pleasure".

The emotions attached to them have higher gravity and intensity... And they affect prospects in the mental level, which creeps out to the physiological level eventually (heartbeat race, sweaty palms, retina constriction or dilation).

The job of a copywriter is to create "confusion" and then show a binary way out of the confusion: buy it to solve it, or don't buy it.

Prospects are often aware of the problem or the solution, but they are vague. The copywriter makes this gap seem wider and wider... And strains it to the point of emotions becoming that of burning LUST.

It's like love. People see desired differences in their desired partners. Confusion buzzes in the head and they can't wait to get it solved. Your role as a copywriter is to write a "script" where your prospect's problem is matchmade to your product's "lure".

You let them find out what makes the person charming, you don't tell them outright. Implying often outstrips blatant telling in conversions.

That's the emotion. The reader goes something like this:
"hmm... Interesting." (Headline)
"That hit the nail..." (Intro copy)
"Again..." (Build up)
"Woah..." (Subheads, bullets)
"Seriously...?"
"This is good stuff..."
"I can't believe this..." (Objection countered)
"But..." (Objection countered)
"So how do I..." (sales proposition)
"I need to think about this..." (Ease and urgency)
"I can't think? Uh..." (Risk reversal, bonuses)
"I need this!!!" (Sales proposition again)
*clicks on Buy*
*sigh of relief and happiness*

In good copy, prospects literally feel a rollercoaster of emotions - just like a love story. They fall in love and can't get the idea of a purchase out of their mind. They get infatuated with overwhelming lust.

I guess that's what you can call an emotion that guarantees a sale.

- Winston Thaler

You mentioned in your post that people buy to avoid pain and discomfort over gaining something good.

How about if you're selling something to contractors? This item will make their jobs a hell of a lot easier, and they can do their jobs much faster than before.

But they can also use this to start their own business related by offering services wherein they themselves, or their people use this in their job.

So this item would take away some "pains" from the way they do their contracting job, and it will also bring them some money if they use it in a business aspect.

Which approach do you think would be better to take? Pain relief or money? Or both?

Thanks
1 reply

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WinstonThaler

12 years ago

Originally Posted by Wytnyt

You mentioned in your post that people buy to avoid pain and discomfort over gaining something good.

How about if you're selling something to contractors? This item will make their jobs a hell of a lot easier, and they can do their jobs much faster than before.

But they can also use this to start their own business related by offering services wherein they themselves, or their people use this in their job.

So this item would take away some "pains" from the way they do their contracting job, and it will also bring them some money if they use it in a business aspect.

Which approach do you think would be better to take? Pain relief or money? Or both?

If I were to put it in more specific terms, I'd say we can base it on the prospect's imaginative skills.

Often, we then to have pretty "less intense" mental images of positive feelings... But think of a negative emotion and tons of images fall out. It's actually utilizing the past experiences of your prospects. Getting money may be associated with avoidance of suffering a long time before he/she views the copy. We use emotions that are already there- we can't create them.

We can amplify, stretch or dim it. So more specifically, I say - it depends on the niche, really.

It's essentially the agitate - problem - solution model.

- Winston Thaler

Thanks
1 reply

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Mark Pescetti 12 years ago

Originally Posted by WinstonThaler

If I were to put it in more specific terms, I'd say we can base it on the prospect's imaginative skills.

Right, if I say African Elephant, you're already imagining it.

However...

Emotion isn't necessarily that easy to pop into people's imaginations, because everyone's individual experience is so different.

If I'm selling a "How to Write Effective Sales Copy" WSO, I have to target my audience's frustration about likely being broke.

Why?

Well, if they can't write effective sales copy, how are they manifesting money online?

They're not.

But everyone's financial experience (and lessons) are different.

So it's my job to light up their imagination from a myriad of different perspectives (without being redundant) to lasso as many of my readers as possible (and not turn other off or away.)

In other words...

What one sentence doesn't accomplish to target one reader's emotions...

...The next sentence will.

Eventually, I'll trigger enough people's emotions in the sales copy that my WSO will become hugely successful.

But I have to be willing to become fully aware of what their experiences likely are BEFORE I can even think about targeting specific emotions and/or circumstances.

Mark Pescetti

P.S. I don't even remember what was written above this post. I haven't read my original copy in this thread since I posted it. So if I'm being redundant, I apologize!
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Noel 100K

12 years ago

I agree about creating the desired emotion you want to trigger. Describing the emotion in details and how it would feel works all the time.

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MBDirect

12 years ago

Hey Reflection Marketing, thanks for this great thread and your excellent work.

Herschel Gordon Lewis taught this for direct mail copy:

Fear
Greed
Guilt
Exclusivity
Approval

and it really works.

MBDirect

Thanks

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sundown16

12 years ago

I agree with MBDirect

your copy has to trigger FEAR... buy my product or this happen to you!
your copy has to trigger GREED ... buy my product and you see what you will gain!
your copy has to trigger EASE... buy my product and it will make it more simple for you!
your copy has to trigger VALIDATION... it's smart for you to buy this product

Thanks

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What are the emotional triggers that will guarantee the sell?

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