If you want to have good copy, you have to know what your customer wants.
That’s pretty obvious. If you don’t know what they want, you can’t sell them anything.
But there is something else you should know about your prospects, that is perhaps way more important.
What’s that, you ask? I won’t leave you hanging with an open loop until the end of the article.
Instead, i’m going to relieve you with the answer right now…
Here it comes:
You have to know how your prospects feel about what they want.
Ever been to a shopping mall? Big chance you regularly go to one. And when you do, you may have noticed people around you that are in ‘buying moods’.
I have not only witnessed buying moods in others, but i’ve been subject to these moods myself.
When you are in one of these moods, you’ll get a rush from purchasing new clothes, accessories and other useless things things you do not really need, like gadgets. I love gadgets.
And if you see a good deal, you just won’t be able to pass up on it just because of the price. You wouldn’t have bought it for the original price, nor did you even think of buying it before stepping into the mall.
When you got home, and the dopamine rush subsided, you finally realized you bought something you’ll barely use.
But how do feelings work when you’re selling products online, in a totally different environment? You’ll still be able to persuade your customers a great deal by engaging their feelings. It’s even proprietary that you do so!
Why does someone want a Mercedes-Benz SLS AMG, for example? Probably not because they value safety. They want to be seen. They want speed. And when they stop at a red right, their car is going to make them feel confident.
Below you’ll see an image and some copy for the Mercedes Maybach from the official website. How does this image and the copy next to it make you feel? (Click link to view on website)
It’s not your regular family car, right? The headline says ‘grand appearance’ and the copy tells you that governments, head of state and royal family choose this car.
The car radiates exclusivity. Royal. Elite. They appeal to the people who can afford and desire this status with the copy. Notice they do not give a single feature about the car on this section of the web page. They want to communicate that with this car, they can feel important and bathe in luxury.
Why is this so important?
People Buy On Emotion, And Justify With Logic
Are you tapping into the core desire of your prospects?
If not, I have to break the bad news: your copy isn’t going to do a great job at converting.
You will be giving them so much information that they will have to process, that they will likely procrastinate. And if they don’t think your product or service is special in some kind of way, why would they choose you anyway?
So how are you going to entice them to buy your product?
Microwave Selling 101
Well, let’s say you’re selling a microwave. Why do people buy microwaves most of the time? I guess it would be right to say they keyword here would be convenience.
So, then it becomes obvious that you should hammer on the convenience. You’ll tell them in detail how easy and fast their new microwave will operate. Makes sense right?
People are usually not emotionally involved in a relatively simple purchase like this, so you’ll focus on the elements that are most important to your prospect.
But how about a more sophisticated product, like a house?
Could Your Potential House Buyer
Secretly Be Just Like You?
The easiest way to sell your house, or anything for that matter, is by knowing what your prospects want. First, think about what kind of home you have. Small, big, how many acres? Is there even a yard? Or a balcony? In the big city or a nobody’s town?
Different house, different needs. Makes sense doesn’t it?
If it’s your house you’re selling, you might just be the kind of prospect you’re looking for.
Why did you move into your house? The environment may also have placed a big factor. Because you just loved being in the centre of the city, and having access to everything within a 10 mile radius? Maybe because it allowed your children a save place to grow up in. Well, your prospect will likely feel the same way – and you can use that to persuade them in your ad copy.
However, maybe you own a spacious villa in the hills of LA with no near neighbors, and you thoroughly enjoyed the privacy it provided you, all while looking out on a lively city. That would require a whole different kind of selling mentality, wouldn’t it? Nevertheless, if you know how your customer feels about their potential purchase, persuading them will be quite easy.
You’ll have to think about what appealed you about the interior of your home. I’m not talking about the painting on your wall, either. For example, do you adore the open kitchen because it allowed you to cook where you live? Or do you have a very small home, and love the coziness it provides?
People Rarely Buy Purely Based
On Rational Decisions
I was watching a video the other day about a billionaire that lived on a luxury yacht. It costs about $7 million a year just to keep the thing and his 21 man crew running, but he loves the freedom it provides him and feels blessed he’s able to do it.
When the weather is bad, no problem! He’ll simply order his captain to go somewhere else…
There aren’t many people who are able to live this kind of live, or think it is environmentally responsible to do so (it isn’t). But you can bet his (very small) niche market of billionaires will want to buy a luxury yacht like his for those very same reasons.
For a purchase like this, everything will essentially rely on emotion.
Because there is simply no rational reason to buy a $100 million dollar yacht.
Nobody needs one.
But frankly, having a huge yacht all for yourself – and having a 21 person crew running the show to make sure you have fun each day is almost living like a king, ain’t it?
I hope I managed to show you how utterly important it is that you’ll figure out exactly what it is your customer wants, how they feel about what they want, and then appealing to these desires in your copy.
It can (and most likely will be) be a vital difference between average copy that bombs (fails) , or copy that sells. I’d like you to look at your current copy and see how you could change it today by appealing to the desires of your prospects.
Don’t change it just yet…just brainstorm and let the thoughts flow through your mind. Write some new copy tomorrow….Then come back again to edit your copy after 24 hours, and you’ll be able look at it from a fresh perspective. Good copy gets better if you give it some time!
If you liked this post, please leave a comment below. (Just so you know, i love commenters) or share it on social media. Thanks for your support and I look forward to hearing from you!
P.S. want me to write copy for you? I offer a free 30 minute consultation to see if we are a good fit.