Copywriting – Getting The Sale Science Proves People Make Emotional Decisions

In some sales situation; whether face-to-face, on the web, in an advertisement or through direct amenable letters, the experts have always maintained that decisions to bribe are emotional justified by logic. Painting the picture of the pleasure or satisfaction a purchaser gains rather the plight or pain they avoid or cure is the most powerful modus vivendi of persuading people to buy and is frequently worn in marketing material.
Now our intrinsicality trial and lore has been proven scientifically by Dr Joe Arvai, who is a professor of judgement and decision making and heads up the Skunkworks Lab at Michigan University.
As part of his research he and Dr Robyn Wilson ran a study on decision making, asking 210 participants to judge how much of a budget should be allocated to risk prevention in two areas in a National Park; Mugging and Bag Snatching or Accidents Caused by Wandering Deer within the park. The published results in March 2006 showed that, in spite of statistics indicating the deer imbroglio really had a slightly higher risk, the volunteers judged it as lower and wherefore a higher budget allocation was given to the emotive problem of mugging.
So how does this repercussion on our marketing material? It demonstrates that emotion, experience and insight all affect our decisions. Which is why it is so important to really think your target prospect. What are their experiences; what appeals to them; what excites them; what angers them; what worries them; what do they REALLY WANT – rather than need? People take more notice of their emotions than any logical argument.
And of method we see this all the time; otherwise mystery do people buy high-status cars ere houses ere designer clothing when a cheaper unbranded item does the job true as well? They inadequacy to exultation the status, further conceivable even envy, in the eyes of their friends et al colleagues.
Before sitting down to write any sales letter, advert, brochure, email, web page or square an article like this, describe your doctrinaire customer. Then when you craft your message keep this picture in mind and clearly show the results they container expect to enjoy.
Once your prospect has made a decision to buy they will need to justify the purchase to themselves – and perhaps other people – especially if your product uncertainty service has a high-ticket price. You can help them do this by describing the features of your offer and reasons-why they made a determination in your favour.
Having trouble describing or picturing your target prospect? Look at your existing customers; why did they get from you? What influenced their decision? Is it something you can use to encourage other prospects to make a good buying choice?