One of the reasons people buy things from your website is because of emotion. Emotions like…
Fear: Fear of gaining weight. Fear of missing an opportunity. Fear of unemployment. Fear of death. Fear of a future price increase. Fear of what others think about them. Fear of the unknown. Fear of growing old. Fear of being alone. Fear of being cheated.
There are hundreds of different phobias that motivate people to make purchases. People buy life insurance because they fear dying prematurely and leaving their family financially strapped.
We buy exercise equipment because we fear gaining weight or getting out of shape. We buy alarm systems because we fear we are going to be violated in some way. Bottom line: We make a lot of purchases because of our fears, on things that are supposed to ease our fears.
Passion: Passion for golf. Passion for food. Passion for money. Passion for our children. Passion for our spouse. Passion for our career. Passion for success. Passion for fame.
We all have those things in our lives that we are passionate about. Whether it is a relationship or a recreation, a possession or a position, we all have those things that we long for. We all have those things that we “love.” And we spend a lot of money in pursuit of those things.
We do make a lot of purchases based upon passion or love. Things that make us happy, that bring us joy…that increases our pleasure.
We buy food in many cases not because we are hungry, but because we love eating.
We buy those self-help books not because we need to improve our reading skills, but because we long to improve our lives. We buy roses because we love our spouses. Passion – it fuels a LOT of buying decisions.
I touched on fear and passion because those are the two biggest emotional buttons that cause us to make purchases.
There are plenty of others: sorrow, reverence, hate, sadness, surprise, anger, joy, excitement. We make purchases for all of these reasons.
In reality, we buy very few things for rational reasons. Instead, we buy things (especially those “spur of the moment” impulse items!) because of emotions. As Sam Robbins once said, “Emotion is what really sells.”
Now, since we purchase a LOT of products based on emotions, what can you do to trigger those emotions? There are two secrets to touching the way we feel about things that work the majority of the time (I’ll talk about both of these more later in the course, but let me introduce them now)…
Present problems and offer solutions. Early on in your offer is a great place to do this. Outline a problem that your target audience is probably facing and then point out how your product provides the solution…
One of the biggest obstacles facing most people doing business online is generating traffic to their websites.
Folks are just sick of wasting time and money on FFA submission programs, “safe lists”, “guaranteed” visitors, and all the other junk that doesn’t work.
They just want a *genuine* method of getting traffic to their site. Am I right?
Let me show you how to *really* get quality, targeted leads to YOUR website…
What emotions are triggered here? Anger? Absolutely! Most likely the reader is angry because she herself has been cheated and disillusioned by “FFA submissions” and the like.
What about excitement? Yep. While there is a problem that they face, here is the possibility of a solution. Emotion has already been triggered and will continue to be fed throughout the remainder of the offer.
You want to point out existing problems and offer as “quick fix” solutions as possible. (Don’t exaggerate, lie or hype, but do offer some realistic, reachable solution in the near future) We all have problems and we all want them eliminated. And, we don’t mind paying for those solutions — if they appear to be real solutions.
Present luxuries and offer opportunities. The flipside to that coin is to present something that triggers our passion and offer us a chance to obtain it. For example, here’s one that would get me right now…
Wouldn’t you like to improve your golf game so dramatically that you’ll have your buddies scrambling to keep up with you?
Let me show you how to take at least 10 strokes off your total by the end of the week. You’ll drive the ball farther, hit amazingly accurate chip shots and putt like a pro. Here’s how…
Aaaah. Show me where to sign up!
What emotions are triggered here? Excitement! Joy! Passion! Love! Again, there is a certain attraction between our psyches and an opportunity to fulfill something we are passionate about.
The idea is to capitalize on an EXISTING emotional want. If you get targeted traffic to your website, then it is EASY to sell to them because of their existing desires.
They already want something you’ve just got to convince them they can have it.
One reason we buy is because the offer triggers some feeling inside of us that prompts us to take the plunge.
Your job is to pull the trigger.
In the next posts I’ll be speaking about the law of value, so stay tuned!
Increase your website sales by 275% or more...
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