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Words Tell, Emotion Sells

240 Comments · Web Copy

People’s emotions are the primary motivating factors for buying.  People buy on emotion and justify their purchase with logic. 

Both on and off the web, a strong copy platform is built on proven emotional drivers such as anger, exclusivity, fear, greed, guilt, and salvation, to name a few.

Take a look at the first screen of the 24 Techniques for Closing the Sale website.  Notice that good web copy starts with a dramatic promise.

Headline: These Ain’t Your Granddaddy’s Closing Techniques, Boy!

Subheadline: These are 24 of the most ruthless tactics–kept under wraps for years–that can turn even your most hard-nosed prospects into cash-generating customers.

The purpose of the headline–and to a certain extent the subheadline–is to offer convincing information, solve a problem, take away pain, help someone achieve a goal and fulfill a desire. 

Conversational language that sounds the way people do helps crank up the emotional volume.

The language used on this website carries the emotional intensity of the headline through to its opening paragraph:

The copy leads the target audience (salespeople) through the excruciating agony of the traditional sales process, a process with which they are all too familiar. 

It builds the selling proposition on the reader’s emotions so that the reader feels the pain and begins to beg for the benefits promised in the headline and subheadline.

Consider the following headlines:
Interest Rates Are At Their Lowest in Years

Get Your Home Loan While You Can Still Pre-Qualify for a More Expensive House or Condo Than You Can Afford When the Interest Rates Go Up

How to Stop Your Divorce Even When Your Spouse Wants Out of Your Marriage

What Will You Do When Creditors Try to Seize Your Assets to Collect on Debts You Owe Them?

Is Your Personal Property at Risk?

All three appeal to the reader’s fear of loss one of the greatest motivators.  The fact is, people generally go to greater lengths to keep from losing what they have than to gain something of the same (or greater) value. 

The old sales saying, “Fear of loss is greater than the desire for gain,” is as true online as it is in offline selling situations.

Don’t you just get hopping mad every time you give a kick-ass sales presentation–and yet your prospect simply won’t buy a thing from you? 

Do you feel paralyzed by the fear of rejection every time you have to ask that “cruel” prospect for the sale? 

Does your ego get clobbered out of shape whenever your prospect tells you, “No?”

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