People don’t want an asprin, they want to be free of pain

Posted by Wildfire Marketing Group

Whether your products or services are complex enough to confuse a nuclear physicist, or simple enough for a child to easily comprehend, you will need effectively crafted copy to persuade your prospects to make a buying decision. This decision, as much as we would like to claim otherwise, is not based on logic ? it?s based on emotion. Logic does play a role, but more often than not, the logic comes into play after a decision has already been made and is used to validate our decision.

The most effective way to trigger powerful emotions in your prospects is to focus on the benefits, rather than the features of your offer. No one ever wanted an?aspirin, they simply wanted to get rid of their headache. Similarly, no one really wants a suit. Instead, they want to present a particular image or feel a certain way. Write your copy to appeal most to the end result that your prospect is after instead of focusing on what it does or has.

Comments Off