Let’f face it. No one ever wants to admit that they harbour any of these traits. Yet, they all play a role in marketing and copy messaging – even though you may not realize it while reading that very appealing ad for a skin-tightening, wrinkle-erasing facial cream that you just have to have – for one easy, low payment, shipment included.
To put you at ease, I’ll let you in on a little secret… I’m vain. Yup… I color my hair because I can’t stand to see the little straggly bits of grey that ruin the otherwise lovely dark brown/auburn color of my straight, short mop.
It’s bigger than me. I keep telling myself, I’m going to let it go this time, but then I give in to my vanity with a trip to my favourite stylist — who, by the way, is close by, doesn’t charge an arm and a leg, and always tells me I look great afterward.
Now she’s a great marketer and she probably doesn’t realize it, and you can be too.
Remember… the same goes with your prospects. They won’t admit that they love a good deal and don’t really want to have to shop ‘til you drop to find one; and they won’t tell you that they buy stuff because they feel it will put an end to their angst once they get it/use it.
You’d be hard pressed not to find copy that incorporates these elements to grab attention.
So when you’re ramping up your copy for that one-of-a-kind, life-altering product, it helps to let prospects know — as early as possible in your message — what it can accomplish by appealing to all of these traits.
Later on, you can build up your irresistible offer and promise even more by highlighting features and benefits that support your claim(s), and then put the icing on the cake with great testimonials.
In the meantime, here are some things you can do to appeal to these characteristics:
√ Make it super easy to make the purchase (minimal steps, clear instructions and easy payment options)
√ Make your offer a great value – the prospect thinks he’s running away with something very high-end, at your special low price
√ Make your message sound like the offer is exclusively to them (the more unique or in short supply a product appears, the more people desire the goods, or want to be a part of something)
√ Make the prospect believe your product will make them a better person, or put their worries or fears to rest. Others will also want to know what they did to change.
As always, be genuine, authentic, and not salesy in your message. No one likes to be sold to, but people do want to buy – especially under these circumstances.