Welcome to the fourth part of this mini series on "More Effective Copywriting". The essence of this chapter is to
emphasize that all your previous research will begin to pay off. In order to push someone's emotional hot buttons, you need
to know what they are!
This is where research really pays off. Because in order to push those buttons, you need to first know what they are.
Listen to this story first, and I’ll tell you what I mean: Once upon a time a young man walked into a Chevrolet dealer’s
showroom to check out a Chevy Camaro. He had the money, and he was ready to make a buying decision. But he couldn’t decide
if he wanted to buy the Camaro or the Ford Mustang up the road at the Ford dealer.
A salesman approached him and soon discovered the man’s dilemma.
“Tell me what you like best about the Camaro,” said the salesman.
“It’s a fast car. I like it for its speed.”
After some more discussion, the salesman learned the man had just started dating a cute college cheerleader. So what did
the salesman do?
Simple. He changed his pitch accordingly, to push the hot buttons he knew would help advance the sale. He told the man
about how impressed his new girlfriend would be when he came home with this car! He placed the mental image in
the man’s mind of he and his girlfriend cruising to the beach in the Camaro. How all of his friends will be envious when
they see him riding around with a beautiful girl in a beautiful car.
And suddenly the man saw it. He got it. And the salesman recognized this and piled it on even more. Before you know it,
the man wrote a nice fat check to the Chevy dealership, because he was sold!
The salesman found those hot buttons and pushed them like never before until the man realized he wanted the Camaro more than he wanted his money.
I know what you’re thinking…the man said he liked the car because it was fast, didn’t he?
Yes, he did. But subconsciously, what he really desired was a car that would impress his girlfriend, his friends, and in
his mind make them love him more! In his mind he equated speed with thrill. Not because he wanted an endless supply of
speeding tickets, but because he thought that thrill would make him more attractive, more likeable.
Perhaps the man didn’t even realize this fact himself. But the salesman sure did. And he knew which emotional hot buttons
to press to get the sale.
Now, where does the research pay off?
Well, a good salesman knows how to ask the kinds of questions that will tell him which buttons to press on the fly. When
you’re writing copy, you don’t have that luxury. It’s therefore very important to know upfront the wants, needs, and desires
of your prospects for that very reason. If you haven’t done your homework, your prospect is going to decide that he’d rather
keep his money than buy your product. Remember, copywriting is salesmanship in print!
It’s been said many times: People don’t like to be sold.
But they do like to buy.
And they buy based on emotion first and foremost. Then they justify their decision with logic, even after they are
already sold emotionally. So be sure to back up your emotional pitch with logic to nurture that justification at the
end.
And while we’re on the subject, let’s talk a moment about perceived “hype” in a sales letter. A lot of more
“conservative” advertisers have decided that they don’t like hype, because they consider hype to be old news,
been-there-and-done-that, my customers won’t fall for hype, it’s not believable anymore.
What they should realize is that hype itself does not sell well. Some less experienced copywriters often try to
compensate for their lack of research or not fully understanding their target market or the product itself by adding tons of
adjectives and adverbs and exclamation points and big bold type.
Whew! If you do your job right, it’s just not needed.
That’s not to say some adverbs or adjectives don’t have their place…only if they’re used sparingly, and only if
they advance the sale.
But I think you’d agree that backing up your copy with proof and believability will go a lot farther in convincing
your prospects than “power words” alone. I say power words, because there are certain adverbs and adjectives that have been
proven to make a difference when they’re included. This by itself is not hype. But repeated too often, they become less
effective, and they take away (at least in your prospect’s mind) from the proof.
Which brings us into our next chapter entitled "Incorporating Proof and Believability" coming soon.
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Apart from this article on Emotional Hot Buttons, there are a number of other marketing articles to help you
determine which strategies and tactics are suited to you and your online business.
Go back to Your Affiliate Coach Article Page and select
the article series you need the most.
