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10 Ways to
Write More Effective Ads
Push Their
Emotional Hot Buttons
Page 1 of 2
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.
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