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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. 

>>> Page 2

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