Two Psychological Techniques to Hold Prospects 'at Ransom' With

A hen will fight anybody who tries to disturb its young ones regardless of size.

Any bird or animal does the same.

Why do they behave like that?

They do not want to lose what they own. They have a strong sense of ownership and strong feeling of love.

Human beings are no exception to this behavior.

What has this to do with copywriting?

We in the copywriting world, can exploit this behavior to increase sales.

Chickens don't own property.

We own chickens, children and property. We can extend this principle from children to property.

How do we exploit this human behavior?

By creating fear of loss. If we show, in our sales letters, that a loss will be incurred if a certain course of action is not taken, we will hook the prospect.

If we apply agitation technique, we sink the hook deeper in the mouth wall.

That is why we show consequences if prospects do not follow suggested course of action.

Beautifully and effectively spiced with emotion-arousing words and phrases, these consequences could move prospects to take desired action.

Which other technique can a copywriter use to persuade prospects to take desired action?

Scarcity is another technique.

Tell them there are ---

'--- only 5 copies remaining. There will be no more printing of more copies.'

Such statements are often used by marketers to move prospects to the 'BUY' button.

Fear of loss and Scarcity are two psychological weapons we can use to hold prospects 'at ransom.'

Do you have any other technique to prompt action or make a prospect make a buying decision quickly?

Let us share!

John