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Why do people buy from you? Or anyone else? Is it because you’re better? Faster? Cheaper?
Not really. Yes, those are perfectly logical reasons. But people generally don’t make decisions logically (we just think we do). The real reasons are a little different.
People make decisions for emotional reasons, not logical ones.
1) To make money
So they can buy more, take better/longer vacations, buy a better car, retire earlier
2) To save time
Spend more time with their family, be more productive, get faster results
3) Be popular/cool
Have the latest shiny toy, be envied by others, improve their status, bragging rights, impress other people
4) Protect their jobs
Gain stability, pay off the loan on that new car from point #1, peace of mind, security.
5) Belonging to something
Be part of a group of fans, enjoy an experience with people who share your interests
They’re called emotional triggers: the desire to get more, to fit in, to be successful, look good to the boss, protect your family, make difficult problems easier to solve, etc. Here’s the full list of emotional triggers.
When writing your sales letter or web copy, think about the emotional reasons people make decisions, not just the logical ones (oh yeah, don’t forget the logical reasons either).
Or at least reasons that sound logical. Does it really matter that Ivory soap is 99 44/100% pure or that it floats? And pure what? I don’t know. It sounds good though.
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Jodi,
Would you say that a peer to peer recommendation via a social network helps frame a purchase in a more logical manner?
I believe that there is now a stark difference between those smart copywriters who know just what to say and those friends we have in our personal networks who make a genuine recommendation to help us.
The problem with social networks is that brands are in effect trying to become that trusted friend immediately. They think that because you’ve given them permission to broadcast on your Facebook feed, they are in!
Josh,
I think it depends on who is making the recommendation. For instance, if my online friend Betsy recommends a mystery, I’ll check it out, because I know we have similar tastes. However, if it’s some random person I don’t know well, I’m much less likely to buy the book.
Yes, smart copywriting gets people to buy; but they won’t do it if they don’t trust the source. Recommendations from friends help. So do good testimonials (that’s why they’re there).
I’ve seen people on social networks try to start selling the minute you “meet” them. You’re right, it doesn’t work. Whether it’s in person or online, you have to build trust and create a relationship first. You can’t just interrupt people and start shouting at them.
Smart people buy because they want to earn something in return. Why am I going to spend $25 on your product when it offers no value to me? That is a question someone who is SMART would ask themselves. If you act like the consumer when making your product, your sales will go up, up, up!
Great post!
Thanks Joe!
Absolutely, people love to buy (but nobody wants to be “sold”). They want to solve a problem, look better, feel better, etc. Your product and your marketing better help them do that or no sale.