Emotional Sales Copy by me, Glen Jon

Discussion in 'General Marketing' started by paperkool, Aug 29, 2009.

  1. paperkool

    paperkool New Member

    The best sales are when you put it on a plate, so to speak and they eat it. Learn to know your product. That makes it easier for you to sell. The prospect is mainly concerned with what the service or product can do for them. You may know a lot about your product but it does no good, unless what you know can benefit the customer. Focus on the benefits and make a mental bridge between you , the product and the buyer. Everything and everyone must connect or there's no sale.

    Sometimes a prospect is more interested in what you have to offer if they think they may not get it. This is where you use what we call a reverse. A reverse increases desire. It may seem strange, but emotions are the primary element in making purchase decisions. Survival instincts go into play when the prospect has the feeling of not being able to get what he or she wants. You definitely want to reach the emotions of the prospect.
  2. Newbie Shield

    Newbie Shield Gold Member

    Hi paperkool,

    You're right. When I write copy, I put myself in the visitor's shoes and I certainly stress benefits.

    The Reverse sounds effective but can also be deceptive. One of the most honest Reverse phrases might be something like "Offer limited while supplies last".

    Is that what you mean by "Reverse"?

    Though countdown timers are effective, I feel that they are also deceptive. I would be inclined to avoid the use of a countdown timer.

    ~Newbie Shield~
  3. A8ch

    A8ch Gold Member

    Hello Paperkool,

    You made some useful points in your post.

    Among other things, effective sales copy targets the prospects emotional buttons. Studies have shown that most people tend to buy on emotion and then rationalize the decision later. Since our emotions drive us, they can be manipulated to control our behavior... usually. [​IMG]

    The reverse psychological tactic you referenced can be a powerful incentive for closing the sale. It can be used in several ways.

    Your copy can be worded to take aim at the prospect's ego and self importance, or it can be made to appear you are disqualifying them. That will almost always stir up an emotional response because people don't enjoy being put down or left out.

    Here's an example:

    Sales copy reads...

    "This product may not be for you."
    "You may not qualify for this program."
    "If you are lazy, unambitious and stupid, don't waste our time!"

    Prospect thinks...

    Whaddya mean... may not be for me... may not qualify?
    I'm neither lazy, unambitious or stupid, so you surely aren't talking to ME!

    So, in an effort to separate herself from the "other" people you must be talking to, she qualifies herself by accepting your offer.

    Good post!

  4. getagrip

    getagrip Gold Member

    As NS eluded to, as long as you can use emotions honestly, then they can be very effective - what you don't want to do is manipulate people by using their emotions against them.
  5. paperkool

    paperkool New Member


    Excellent comment and examples. Thanks!
  6. paperkool

    paperkool New Member


    Of course that's right. We hold these truths self evident.
    You bring up a completely new subject. The subject of morals, ethics within metaphysics that may be orbiting around the theory of relativity.

    What really happened after John Smith had dinner with the American Indians after Thanks Giving? Why do we tell our Children there's some guy up in the sky with reindeer on Jesus Christ's said day of birth?

    Ooh I'm sorry. I thought you where saying I could possibly lie.

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