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Copy Writing Crash Course - Part 4

Mastering The Emotional Triggers
It is a well-established rule in sales that people buy because of their emotions and justify their purchases through logic.  When a mother buys a college plan for her child, it’s because of love.  Thereafter, she will justify the same to answer as a safety precaution against any financial emergencies that can potentially transpire.  When a girl buys a red dress, it’s because she loves how she looks in it.  Later on, she’d say that she was just afraid that the store might run out of stock and she’d forever regret not purchasing it.  When a man buys an 80 inch HD, widescreen television set, it’s because he likes it.  A few days later, he’d convince himself to believe that it’s because television broadcasts are being upgraded to HD quality anyway.

Indeed, people buy things because they are emotionally compelled to do so.

Performance Marketing
Hence, to experience amazing sales, you must learn how to reach your audience on an emotional level.  To do this, you must learn how to push their emotional triggers.

There are 5 main types of emotional triggers you should know.  These are the following:

1. Fear.  People have many fears.  This fact defines our humanity.  Fear is one of the basest emotions since the dawn of mankind.  We fear a lot of things.  We fear death.  We fear failure.  We fear rejection.  We fear a variety of perils.  When people become afraid, they likewise become desperate for solutions.  The trick in copy writing is to invoke such a fear, make it appear grave – if it’s not grave as it already is – and offer your product as the most viable solution available in the market.

2. Wealth.  Gold can blind even the best of us.  People are always interested in opportunities that will make them richer.  If your product is concerned about prosperity and riches, then you have to trigger this emotion.  You are guaranteed to catch their attention, for as long as your offer will sound credible and reliable.

3. Health.  Next to wealth, and at times even more so, wealth is the most important treasure that your readers will value.  If your product is concerned with opportunities that will help your readers live a fuller, more enriching life, then do your best to state all that your product can provide when it comes to this aspect.  Good health is something that people want, and you’ll never fail if you’d be able to remind them of this.

4. Vanity.  Who doesn’t want to be beautiful?  Promises of attractiveness and the likes always lead to great sales.  Notice all those commercials on TV?  Why do they keep using attractive models?  It’s because people, innately, want to be beautiful.  They can relate more to a beautiful or handsome representative than a normal looking one.  It’s one truth that the advertising world has known for decades.  And it’s one truth that you can use for your copy writing campaigns.

5. Greed.  People are acquisitive by nature.  They always want to have what they feel they need.  The secret then?  Make them feel that they need your product.  You may package and promote your product as cool, innovative, or fantastic… anything that will create the impression that it’s a “must have.”  You have human nature working for you.  All you have to do is to tap into their greedy side, and they’ll entrust you with their hard-earned money.

Copy writing is not just about writing per sentence.  It’s about relating to your audience in such a manner that they will cling to your words and believe everything that you will say.  This is the science behind the art, the application of your power of persuasion.

And persuasion is made easier if you utilize the aforementioned emotional triggers.
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