What Makes People Buy?
Wouldn’t it be great if there was just one little button you could press to make your audience buy? My job as a freelance copywriter would be so much easier. But it doesn’t work like that. Finding the one thing that will make someone buy can sometimes be like looking for a needle in a haystack (please forgive the cliché).
One thing that definitely won’t make people buy is clever marketing. You can make your ad look as pretty as you like; it can have a witty slogan or ironic content but that isn’t what is going to make your reader think ‘I must buy that’.
What will get them on the verge of opening their wallets is if the marketing strikes a chord within them. If you manage this, you have achieved the ultimate aim of any copywriter – you have tapped into their emotional reasoning. That is definitely the place you want to be.
Customers won’t buy just because you are trying to sell to them but they will buy if you can make them realise that it would be of benefit to them to own what you are offering them.
It could give them the solutions to their problems, make them more attractive to the opposite sex or guarantee increased income (be careful about what you promise). Whatever it is they are buying the advantages of your product.
People won’t buy if you fill your copy with adjectives, exaggerated claims or overt marketing as all this points to an amateur approach – they won’t be impressed and they will walk on by.
So get to know your audience, get inside their heads, find out what makes them tick and then you will be able to produce copy that will build their confidence in your product/service and will make them want to buy.
Sally Ormond
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Let me take your business to new heights by making every word count.
Tags: Copywriting, freelance copywriter, sales writing, sally ormond
