Thursday, January 12, 2006
Tuesday, January 10, 2006
Psychology Of Buyers: Part 3
You have to tap into your target market's psyche, and determine what emotional appeals will cause them to buy what you are selling! You have to become a psychological detective and ask yourself the following questions about your target market:
1) What do they want (result or outcome)?
2) What gets them excited?
3) What turns them on?
4) What are their hot buttons?
5) What would cause them to take action?
To help you answer these questions, here is a list of the dominant human desires that drive people's actions:
. To feel important
. To avoid embarrassment
. To gain prestige
. To be a good provider
. To safeguard self and family
. To be a good parent
. To be in style
. To be first
. To preserve wealth or money
. To be productive
. To win the affection of others
. To win admiration
. To seek adventure
. To have control
. To protect reputation
. To be unique
. To avoid criticism
. To gain praise.
. To be acknowledged
. To make money
. To save money
. To be loved
. To be healthy
. To be attractive
. To feel good
. To be well received by others
. To be popular
. To have security
. To be successful
. To win affection
. To enjoy leisure
. To be comfortable
. To increase enjoyment
These dominant desires can be summed up under the following basic human motivations: Love, gain, duty, pride, self-indulgence and self-preservation.
So, before you can expect to write a profit producing direct response ad, you must know what your target market wants. You must know, better than anyone else, what will grab your prospect's attention, what will "turn-on" their desire, and most importantly, what will cause them to respond to what you have to offer.
Psychology Of Buyers: Part 2
Let me explain: When someone buys something, they are not buying a product; they are buying the expectation of a result. Now, what kind of results do people expect to get from buying a product?
Well, usually the results people expect to get from buying a product have to do with satisfying some emotional desire. For example, a lady may respond to a wrinkle removing cream so she can become more attractive. So in this instance, the desire to become more attractive was the emotional desire.
The single most powerful secret to writing a winning advertisement is to identify the desired outcome your prospect desperately wants, then linking your product (or service) to that desire.
Let me clarify this point by giving you five hypothetical examples:
. A lady who buys a supply of diet pills from an ad she reads in the local newspaper buys it in hopes that the weight-loss product might finally help her lose weight, making her slender and more attractive to the opposite sex! So, instead of just "needing to lose weight", the desire to be attractive is the dominant underlying emotion that drove her to buy the diet pills.
. An opportunity seeker buys a home-study course on how to start a home-based business in hopes that it will make him a big enough extra income that would free him from the shackles of a 9-to-5 job, giving him more time to spend watching his children grow up. So instead of simply "wanting to start a home-based business," the desire to have more freedom and to be a good father is the dominant underlying emotion that drove him to buy this course.
. A young college-grad uses a credit card to buy an expensive Rolex watch after landing his first career job out of college in hopes others will think he is now a Successful business man So instead of "needing a better watch to tell time," the desire to impress others or feel important was the dominant emotional desire that drove him to buy the watch.
. A manager of a manufacturing firm buys a book that describes how to land any job you apply for in hopes he can get a better, more secure job that will pay him more money. So instead of "wanting to read an interesting new book," the desire for better job security and possibly the desire to be a better provider for his family drove him to buy the book. .
. A golfer buys a device from a late-night infomercial in hopes it will help him hit the golf ball farther and straighter, and cut strokes off his game. So instead of merely "wanting to learn to hit the ball better," the desire to be good at what he does (playing golf) drove him to buy the device.
In every one of these examples, the dominant motive to buy the products was not based on logic, but on emotion. However, if these examples were real and you asked the people why they bought the product, they would give you the rational, logical reasons. You see, people like to think of themselves as logical, rational decision makers. The truth is, however, most of our buying decisions are based on emotion, and then we rationalize our decision with logic.
Another example illustrates this: a young business professional decides to buy a brand-new red convertible Porsche 911 with the rationalization that his current car is getting old and will start giving him mechanical problems, and besides (he rationalizes) the Porsche is a German made car and is much better quality than his old car. But in reality, this man's decision to buy the new Porsche has nothing whatsoever to do with the "quality" of the car per say. The real reason has to do with a strong emotional desire; maybe the desire to drive a car that will impress his friends and family, or cause people to pay him more attention. Or, maybe to feed his emotional desire to feel more important when his peers compliment him on his new “sporty” car Once again, if you asked the man in this example "why" he decided to buy the red Porsche, he would give you the rational reasons, and not the emotional ones.
Now, most people have several emotional reasons for wanting certain products, however, there is usually one predominate motive that far outweighs all the others in terms of "importance" to your reader. In other words, there is generally one dominate desire that the majority of your readers will respond to or “resonate with” over all others. This "dominant desire" is what you should build your advertising around. Keep in mind, however, the more "hot buttons" you include in your ad, the more powerful your sales message will be, and the greater the number of people your ad will appeal to.
The most important thing you need to know to be a successful ad writer is... what "result" or outcome does your target market want? And once you identify that predominant "result", you must write your ad in a compelling way so your reader will believe that by buying your product, they will get this "result" they desperately seek! Part 3 coming!!!!!
Monday, January 09, 2006
Psychology Of Buyers
Psychology Of Buyers
Why do people buy what they buy? Ever asked yourself that question? Take, for example, people who buy Health and physical fitness products. Why does the average, fitness consumer spend hundreds of dollars on the latest diet fads, home exercise equipment, and jogging shoes? And as if that's not enough, these same people join health clubs and spend several hours a week enduring grueling exercise routines that cause them to sweat profusely and agonize with pain for days! Is it really because these people are conscious of their health and logic tells them they need to get into better shape? Or is it because logic tells them they need to spend less time relaxing and more time sweating on a treadmill? Or is it because they enjoy paying the gym owner's rent every month, of course these aren't the reasons! Then why do these so-called " conscious" people buy into all this stuff?
Simply - because...
Their Emotional Desire To "Look Good" Impels Them To Buy!
There is only one reason a person buys a product or service (Because they expect to get a "reward." That's right... a reward. People respond to ads for weight-loss programs for the same reason they respond to sweepstakes offers... simply because they expect (0r hope) to get a reward. This "reward" may be tangible or intangible, but is almost always based on an emotional desire. Come back for the explanation, or leave your comments.