Photo By Cayusa
Ad copy can be 10 times more effective when you learn emotional direct response marketing tactics to trigger emotions within your prospects that prompt them to buy. That being said, here are a few tips you can use to trigger those emotions and work your prospects like a well tuned fiddle.
Ethically speaking of course. 🙂
First, its a must that you do ample research. Before you can write any kind of emotionally-triggering masterpiece, you have to do your homework first. That means researching your consumer’s needs and wants, and uncovering how you can compel them to purchase your product or service, and how your features and benefits fit those needs and wants perfectly.
Dig deep, and figure out what makes them tick.
The success of your direct marketing campaign is anchored on how well you know your prospect, the reasons why they’re considering buying a particular product, and what emotions are involved when they DO buy said product.
Remember that people buy based on emotion and want and then justify it with reason later. Use that impulse to it’s full advantage. (And no, that doesn’t mean exploit people, only promote products that truly offer value and that you feel can really satisfy a need or want for them.) A.K.A. not junk just to make a buck.
Only after figuring out what makes your prospect tick and how you can best satisfy their needs, can you then highlight your product or service in such a way that it becomes the ONLY product or service they will even consider throwing down money on to satisfy that need or want.
How do you do that? By outlining your product’s most compelling and provocative benefits, most especially those that differentiate you from your competition as well as using words and ad copy that trigger emotions within your prospect. Emotions such as greed, fear, desire, flattery, and exclusivity, to name a few.
Spotlight your product or service in such a way that it shines like a lighthouse, directing ships lost at sea towards landfall. Use clear and direct language so you don’t ‘talk over’ your readers. Getting to the point also saves them time.
Most people are in a hurry, and don’t have the time or the patience to read a lengthy, meandering email or sales letter. This means they could decide to skip reading it altogether and entirely miss your sales pitch. So you need to hook and grab them immediately, and wrap around their emotions so thoroughly they can’t help but keep reading.
Write your copy in a conversational style and tone, just as if you were sitting in front of them, enjoying a cup of java and talking about your day. This triggers a feeling of familiarity in your prospect and allows them to feel as if they are ‘getting to know you’.
It allows you to be perceived as sincere and approachable, which seduces them into lowering their guard. Getting their guard down is half the battle, and once down it’s usually not to difficult to keep them reading through your entire letter, and seriously weighing your offer and convincing themselves it aligns perfectly with their wants and needs.
Does this sound like manipulation?
Well, to be blunt, it is. That’s what selling is.
Manipulating prospects into giving you the outcome you desire. But that doesn’t mean it has to be unethical. Only promote products you believe in heart and soul, and people will recognize in you a sincere desire to help them, not just make a dollar.
And that’s what will make you and your product or service stand out from all the rest.
How about you? Think ethical selling is even possible? Have a few tricks up your sleeve to trigger emotion in your readers? I’d love to hear your thoughts in the comments below.