5 Ways to Make Your Visitors Want to Buy
By Charles Hopkins
Published 09/20/2007 | Marketing
In his book "Practical Thinking", Dr. Edward de Bono talks about the
basic thinking processes, how one understands, and the ways to be right
or wrong in thinking. He said that the main purpose of thinking is not
just to accumulate knowledge but also to get enough knowledge in order
to act on something. He also said that, in practice, the validity of an
idea does not have any bearing in being right in thinking, for being
right is a feeling, a belief that one is right during the time of
To put this into practical use, you should write your ad copy so
that your visitors will feel it is right to buy your products. Make
them feel that it is their idea to make the purchase. By doing so, it
will be easier for you to persuade these potential customers to hit
that buy button.
Here, then, are some ways to create that feeling of rightness in your readers:
1. Provide the benefits of your product.
People usually buy because of the benefits, not because of the
features of a product. They think, "How can this help me? What's in it
for me?" By providing the benefits, you can show how your product can
avoid pain. For example, you may say, "Never again be rejected when
asking for a date." You can also show how your product can gain
pleasure. An example, you can say, "Imagine yourself opening the doors
of your dream home."
2. Use "goody-goody" words to build up the positive emotional reaction of your readers.
Words such as honesty, freedom, dignity, love and dream, convey
such emotions that your readers react positively to them. For example,
you can say, "Financial freedom for you." Your visitor will then have
the feeling that financial freedom is possible for them, and they may
want to take a look at your product.
3. Use "bad" words to elicit the negative reaction.
Using "bad" words, such as hate, weak, or debt convey the opposite.
By using these words, you can heighten the negative feelings of your
readers that they may see your product as a tool to avoid or end their
pain. You can say, for example, "Don't you just hate your job?"
4. Assume your visitors will buy your product.
A popular line in ad copy starts with the words "Who wants to be
the next". For example, by asking, "Who wants to be the next
millionaire you are assuming that by buying your product, your visitor
will become a millionaire. You can also start your sales letter with
the greeting, "Dear Future Millionaire".
5. Add a little humor in your sales letter.
Humor can put people in a good mood, making them to agree with you
and lower their resistance to buy. This can provide that little extra
push needed to close a deal.
Remember; make your readers feel that buying from you is a right
decision they are about to do. Provide the benefits of your product,
use words laden with emotions, and add a little humor in your ad copy.
This way, you may see a drastic improvement in your sales conversion.