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10 Ways to
Write More Effective Ads
Push Their
Emotional Hot Buttons
Page 2 of 2
Now, where does the research pay off?
Well, a good salesman knows how to ask the kinds
of questions that will tell him which buttons to press on the
fly. When you’re writing copy, you don’t have that luxury. It’s
therefore very important to know upfront the wants, needs, and
desires of your prospects for that very reason. If you haven’t
done your homework, your prospect is going to decide that he’d
rather keep his money than buy your product. Remember,
copywriting is salesmanship in print!
It’s been said many times: People don’t like
to be sold.
But they do like to buy.
And they buy based on emotion first and foremost.
Then they justify their decision with logic, even after they
are already sold emotionally. So be sure to back up your
emotional pitch with logic to nurture that justification at the
end.
And while we’re on the subject, let’s talk a
moment about perceived “hype” in a sales letter. A lot of more
“conservative” advertisers have decided that they don’t like
hype, because they consider hype to be old news,
been-there-and-done-that, my customers won’t fall for hype, it’s
not believable anymore.
What they should realize is that hype itself does
not sell well. Some less experienced copywriters often try to
compensate for their lack of research or not fully understanding
their target market or the product itself by adding tons of
adjectives and adverbs and exclamation points and big bold type.
Whew! If you do your job right, it’s just not
needed.
That’s not to say some adverbs or adjectives
don’t have their place…only if they’re used sparingly, and only
if they advance the sale.
But I think you’d agree that backing up your copy
with proof and believability will go a lot farther in convincing
your prospects than “power words” alone. I say power words,
because there are certain adverbs and adjectives that have
been proven to make a difference when they’re included. This by
itself is not hype. But repeated too often, they become less
effective, and they take away (at least in your prospect’s mind)
from the proof.
Which brings us into our next tip…
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