Do you want more people saying YES when you promote your offers online?
We choose to buy something when we know (or hope!) we’ll get some kind of ‘emotional high’.
All human beings have core needs that we are hard-wired to desire.
When one of those needs is met, we feel an emotional pull.
When you’re writing marketing copy, if you can remind your readers of how investing in your offer serves their needs, and remind them of the feeling that they’re secretly seeking and will experience as a result, you will increase their DESIRE to buy your product, program or service.
There’s 3 separate things to communicate..
1- The individual features of your offer
2- How those features will BENEFIT them
[Feature of your offer] + ‘so that’ = [benefit of the feature].
3- How the OUTCOME of buying from you (e.g.: the transformation you’ll help them achieve when they work with you) will feel when their core need is met.
Let’s say you’re promoting the iPhone 13 Pro…
One feature of this phone is the upgraded camera system with ultra-wide camera.
A benefit of that feature is that you’ll take professional quality photos that will impress friends with your skill – even in low light.
These features and benefits aren’t the REAL (emotional) reason people will rush to buy the new iPhone 13 Pro though.
They help logically justify the decision to hand over upwards of £1000 for the newest iPhone but they’re not the driving force behind the decision.
(Especially as Android phones are often ahead of Apple on tech specs – just getting that in so you don’t have to point it out haha )
We are motivated by our DESIRE to feel the FEELINGS that owning the newest iPhone will give us.
What does it mean to an iPhone user to have the latest model?
Owning the newest handset grants you access to a select ‘newest iPhone owner’ club
serving a core need to feel superior.
If you’re upgrading your iPhone, you trust in the familiarity and ease of access to your apps and data on your current iPhone
serving your need to feel safe (and the desire for an easy life).
iPhone users are part of a community who share a common interest
serving your need for feel included and be accepted by peers.
How you communicate the feeling is to use the word, “means”.
E.g. “this means” or “which means”.
“Buy the iPhone 13 Pro to get the revolutionary camera system so you’ll soon be impressing your friends with your pro level photography skills – even when you’re shooting in low light.
After upgrading, set up of your iPhone 13 Pro takes care of itself, and within minutes you’ll be resting easy as all your apps and data appear seamlessly on your new handset, ready for you to pick up right where you left off.”
These ego needs are there in all of us. We can deny their existence, but we cannot erase them.