The IMC Team
If you’ve been a subscriber to Marketing Tips Report for any length of time, you’ve probably heard us talk a LOT about the importance of benefits in salescopy.
Benefits show — in detail — how your product will solve your customers’ problems, improve their lives, save them money, and so on.
In a nutshell, benefits answer the BIGGEST question on readers’ minds: “What’s in it for me?”
But how do you know which benefits to focus on? What are people searching for when they type words into a search engine and end up on your sales page? More importantly, why are they searching?
(Hint: it’s not because they like to spend money on random sites on the Internet!)
The answer to “why” is the secret ingredient that lies at the heart of EVERY successful salesletter: emotional appeal.
People don’t buy things for rational reasons. They buy for emotional ones. They want to feel good… hopeful… satisfied… proud… relaxed… acknowledged… secure…
… you get the picture.
If you can identify the underlying emotional needs your product or service satisfies, you can write copy that identifies with your reader in a very intimate way. In a way that says YOU understand them. That you’ve been there yourself. And that you’ve found a solution to the very problem their emotions are driving them to solve.
That’s powerful stuff.
So how can you write emotionally-charged salescopy that connects to your reader? Start by looking at the problem your product solves. What’s the underlying emotion it addresses?
Let’s say you sell an eBook on 5-minute makeup tips. What problem does your eBook solve? The need to look professional in a hurry and without too much effort? What emotions are being catered to? Pride? Vanity? Laziness? All three?
Out of all human emotions, some are more powerful “sales” drivers than others. So the first step to writing emotionally-charged copy is to identify which “power” emotions are at the core of your product.
Here are seven power emotions that you can tap into, to write salescopy that converts the MAXIMUM number of visitors into paying customers…
One of the most powerful human drivers of change is fear. Fear of losing those things that are most important to us. It could be our sense of security that’s at stake. Our money. Our health. Or even our happiness.
When you identify fear, you can write salescopy that speaks to that emotion, and indicates how your product will overcome that fear.
Here are some examples of copy that recognizes fear and offers a solution to it:
Notice how these examples use words like “protect” and “avoid”?
Just as there are power emotions, there are power words that correspond to those emotions!
What are some other power words besides “protect” that correspond to fear? Well, you can try words like:
Keep in mind that when you identify negative emotions like fear, your ultimate goal is to show how your product or service takes away these fears.
Your job is to identify the fear that is there, relate to your reader based on that emotion, then provide relief from that unpleasant emotion. That’s why the power words related to fear are positive.
Greed is another powerful emotion that drives us to take action on our goals. Whether it’s our thirst for money, security, fame, recognition, power, or just about anything else that we desire.
So how do you acknowledge these desires in your salescopy? And more importantly, how will your product provide them?
Take a look at some examples of copy that does just that:
And here are some power words you can use to connect with your readers’ inner longing for easy acquisition:
Lust is perhaps the most pleasurable of the power emotions. And who couldn’t use a little more pleasure in their lives?
Some examples of salescopy that hand you lust on a platter:
Home in on this pleasurable emotion using some of these lustful words
Of course, people can lust after things as well as people (like a Lamborghini!). So keep in mind that your product doesn’t have to be focused on “getting the girl” or other types of people-related lust.
If your product caters to people’s vanity — pride in their appearance, abilities, and achievements reflected back by others — you’re in luck. It’s another top-selling emotion.
In fact, whole industries are built around this need to look and feel our best. Let’s face it. We can all use a boost sometime. And those products that appeal to our vanity can provide them.
Some other vanity power words include:
Think about how your product or service caters to this power emotion… image consulting, exercise equipment, cosmetics, laser eye surgery, baldness cures… the list goes on.
Do you feel pleasure when you know you’ve done something well? Feeling good about your accomplishments is what pride’s all about.
To connect with pride, your ultimate goal is to show how your product will provide a sense of worth or accomplishment.
Let’s take a look at a couple of examples:
The opportunities for identifying with pride are endless! Your pride power-words:
You’ve worked hard all your life, but you’re not even close to making that 6-figure salary you thought you’d be making by now. But it seems every time you turn around, there’s someone else who is.
Ah, envy. Whether you’ve got it for someone else or you want others to envy YOU, it’s a powerful emotion. And it’s one of the top instigators of change.
Envy is the state of seeing others who have what YOU want. So if you’re going to identify with envy, you need to be prepared to tell them how your product will give them what they’re lacking. In a word, your copy needs to promise fulfillment.
Testimonials, examples, and personal stories inspire envy — and give inspiration to take further action:
Here are some envy power words you can use:
Just remember, envy is only a negative emotion if it doesn’t prompt someone to take concrete steps to change whatever it is about their lives that isn’t working for them.
And if your product can provide those steps, your customers need to know about it!
But first you have to capture their attention… by using genuine testimonials or personal anecdotes you can inspire a little envy, then go on to describe how your reader can achieve the same enviable state!
These days, there are a lot of things competing for our time and attention. Family, work, hobbies, giving back to the community… the list goes on and on. So products that can provide quick results with minimal effort are extremely appealing.
That’s where laziness comes into play.
Laziness is the need for maximum results with minimum effort. And its allure is powerful.
Here are some examples of “lazy” copy:
Your lazy power words:
Those are the top 7 power-emotions in a nutshell. Did you notice that salescopy from the same website came up in a couple of examples? For instance, the examples about writing a book covered laziness AND pride. Most copy will cater to more than just one type of emotion.
And there are natural combinations of these emotions, too: pride, laziness, and greed; fear, pride, and vanity; or envy, vanity, and laziness, for example.
So by all means, choose two or three to highlight throughout your copy and sales process. In general, any more than that, and your copy won’t be as focused or effective as it should.
But remember, emotion is the element that will turbo-charge your salescopy, so think — and FEEL — like your potential customers.
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