Hitting the Emotional Hot Buttons

Why do people buy? They buy because of what the product can do for them. They buy because of the feelings they get when they see or buy the product. They buy because it helps shape their identity (how they see themselves), and their image (how others see them).

Yes, people buy for the above reasons. In this blog, I will cover these areas, otherwise known as emotional hot buttons, more fully.

There are certain emotional hot buttons that when triggered will force people to take some kind of action. As a copywriter, you need to know them, as they will help improve your ability to write more effective copy.

Often, people don’t show their desire outwardly. They rather keep their desire to themselves. However, by knowing the emotional hot buttons, you can appeal to their desire, even if it isn’t known. Why do people respond when such hot buttons are triggered? It stems from fear. For example, people have a desire for control. If they don’t have control over their lives, they develop a fear of losing control and being in want.

When you use the emotional hot buttons, do so with the intent to help them. You don’t want to be cruel. Your goal is to show that they need to take action if they want to solve their problem.

The emotional hot buttons are provided below:

1. Control

If you were to talk to a friend, you may be surprised to learn his life may be out of control. There are those that have lost their job, loved one, home, etc. It is human nature to have control. It is for this reason, you, as a copywriter, need to show them that your product, or your client’s product will help them regain control of some part of their life.

2. Better than Another

People have egos. They want to buy products to elevate their status. They want to appear better than other people. Basically, they want their self-esteem fed. As copywriters, you may want to focus your copy so as to appeal to these types. You can use such words as elite, unique, exclusive, distinctive, and state of the art. By using such words, you are hitting the hot button of these people and will find they will purchase what you have quickly.

3. Discovery

People are curious by nature. They love to investigate. When they are bored, they want to buy new things to stimulate them. When they discover something of interest, they will pursue it, as they will feel it satisfies a longing. The product feels unique and special to them. What words would best work as discovery tools for such curious people? You can use such words as at last, improved, original, innovative, secret, revealed, find, introducing, finally, learn, and new. In a situation like this, people would love to learn of any discovery you have that may be new, or refurbished; as long as it solves a problem.

4. Family

One big hot button to hit would involve family. Since the economy has changed in recent years, time and other pressures have changed the way family thinks about buying. If you focus your copy on family and not on each individual of the family, you stand a better chance of selling to that market. The basic premise is to sell a product that will help the family better themselves. For example, can your product help a father be better toward his kids? Can your product help the wife take better care of the home?

5. Belong

Everyone has the desire to belong. They are social. They have a need to belong to someone, who shares the same interests, desires, and needs. This type of people will buy from those they know or trust. This also goes for products. They will usually buy products that others recommend. For this type of buyer, you need to learn what they want and use a certain language to gear them to purchase your product. If you can match what you have to their needs, interests, or values, they will buy from you.

6. Time

In this case, we should focus more on the shortage of time. Every person has a certain amount of time to use each day. Because of this lack of time, they want to be instantly gratified. They want the quick fix now. If you provide a product they can get fast, you can win over this type of consumer.

7. Be the Best

People will spend a lot of money if they can set themselves up to be the best. They do this to satisfy their emotions, desires, and passions. It could be they desire to live in luxury, or to live a certain lifestyle. If you can provide a product that will boost their ability to be the best, they will pounce on your order form.

8. Self-Achievement

Self-achievement is a goal that most people want to reach. If you watch sports games, the goal or object is to win the game. Well, many people have this same spirit. They want to win. They want to feel good about themselves. They will do anything to feel good, even improve themselves in some way to get there. Create copy that helps consumers feel good and they will buy from you.

9. Sex

Do you know that sex is the biggest seller on the market. If you create a product that helps people do better in bed, they will jump at the chance to buy it. Besides sex, people want to feel loved. So if you can provide a product that helps people attract the opposite sex, or same sex (whatever the sexual preference is), you can guarantee a well sold product.

10. Be Smart

Most people love to learn new things. Why do you think there are so many schools, colleges, and universities. Even now, many educational facilities are going online. If you have a product to help consumers learn something new, they will jump the chance to get it. Write copy to emphasize their desire to learn more, and you will have it made.

These are the most common emotional hot buttons. If you focus your copy on one of these areas (depending on your audience, or your client’s audience), you will be able to sell your product, or help your client sell his.




How to Create an Effective Sales Letter

Your job as a copywriter is to create copy that will sell your product, or your client’s product. If you are new to copywriting, the idea of creating a sales letter may be intimidating. If you are experienced in creating a sales letter, it may be a piece of cake. Even if you are experienced, you can always learn how to better your copywriting skills so you can produce more effective copy.

The actual sales letter can be broken down by including the following: 

  • Attention and Interest
  • Credibility and Trust
  • Desire and Need
  • Proof of Claims
  • Elimination of Objections
  • Sense of Urgency
  • Provide Benefits
  • Motivate To Take Action

Each of the following can be found in well-developed sales. Some sales copy will use all the above, whereas, other copy may not use but two or three. It depends on the prospect you are targeting. If you are writing for your client, you need to know who his target market is. You need to know if the client’s prospects have already been qualified (clicked an AdWords ad or banner ad). Is the prospect new? Does the prospect know what your client is selling? If you are writing copy for yourself, you need to ask these similar questions. If the prospect is cold (new), then you will need all the above that is listed to win those prospects over.

If the prospect is new, he/she won’t know the product or the seller. If you are writing copy for a client, and the client is new to selling online, he needs not only to get the attention and interest of the buyer, he has to establish credibility and trust, or the buyer won’t buy from him. This is where you will need to make sure these elements are added to the sales copy. A copywriter once said that one way to provide credibility is to provide content that demonstrates the seller’s expertise, authority, and credibility. When content is not written like a sales pitch, it stands a better chance of being read.

When you educate your prospects, instead of selling to them, they will be more prone to listen. I don’t know about you, but when I go into a store, I don’t like a salesperson to come up to me and start selling me something. That turns me off. If the person came up to me and relayed a story about his product, then I would be interested and would stop to listen. This is why when I write copy, I do it in a story format. It makes it more interesting. I still cover all the elements in the list above, but in an entertaining and informative way. This means when I write copy, whether it is for myself or my client, I include proof of any claims presented in the copy. I also eliminate objections.  The bottom line is that when I write copy, I create it like a story. In some cases, I create it like I am talking to a particular individual.

I relate to the person the problem they may be having, by way of a story. I then provide evidence that their problem is not an isolated case, that many others have the problem. Then I tell them that if they take a certain course, it will lead them in one direction, but if they take another course, they would benefit greatly. I give them proof of my claims by relating certain stats. If the copy is for a client, I write the proof the client has.

Not all copywriters are comfortable telling stories. As such, there are ways to provide good copy that will help sell products. 

Besides using storytelling, you can also use straight talk. When using straight talk, you are talking to them like they are your friend. You are being frank and compassionate when communicating with them. Basically, you are being straight up with them. It’s like one friend talking to another friend. You can also use hypothetical scenarios when writing your copy. When writing such scenarios, you can describe what can happen if the buyer continues in his/her course of action. Then, you can  describe what will happen if they go in a different direction; the direction that you are trying to convince them to go.  You can also use fact and figures as the basis for your sales copy.

Facts and figures provide certain stats about whatever the client or you are selling. These facts and figures can provide certain stats about an industry or problem and what the product can resolve. For example, if the product is about weight loss, one fact may be something like this: “About 95% of females in the United States are overweight.” Then go on to state why that is so. After describing the reason, explain how the product can help these females lose weight.

The best way to write the first part of your copy is to do the following:

1. Describe their problems: You can start out by describing what their problem is. By doing this, you can acknowledge you know the problem. When buyers realize you know their problem, it helps to build trust. It will give them hope you know their problem.

2. Remind them of their problems: By continuing to remind them they have a problem, they won’t forget the reason for reading your sales copy. They will be reminded that you have the solution. It will force them to read onward.

3. Question them: When you ask them questions, it will help them to think about the answer and will also guide them, or motivate them to seek out a way to get their problem resolved. When you ask them questions, they will realize you have a possible solution and you want them to realize this. Asking questions also builds anticipation. The reader will expect some kind of answer, so they will keep reading, expecting the answer.

4. Give them content: This content must relate to the product you are selling. This content can be in any form: story, anecdote, facts, figures, etc., as long as it leads the buyer along and he continues to read.

5. Provide an introduction: This is where you introduce who you are. If you are writing sales copy for a client, you will provide an introduction about the client. By doing this, it will help the buyer realize the client, or you, are an expert and will listen to what you have to say.

6. Provide proof: If you don’t provide proof, your visitor, or buyer, will not believe what you say and will leave. The person will think you are just a crap pot or a scammer, trying to get his money.

After you provide proof, your next obligation is to provide all the benefits you can about the product you, or your client is selling. Once you have provided as many benefits as possible, then motivate them to take action.

So what you need to do is introduce the product. Provide as many details as possible about the product to wet the appetite of the buyer. A good way to do this is by using bullet points. Bullet points make it easy to read the benefits as they are not clumped together. They can draw the attention of the reader.  They are normally short and to the point.

After you provide benefits, wrap up your copy by sum up what the offer is. Let the buyer know what he or she will get for his or money. This is very important, as the buyer wants to know what he or she is buying has enough value to compensate for the money he/she is willing to spend. Once you do this give the buyer the price. When you mention price, also mention an alternative way the buyer could use that money, but not get good results. For example, you could say the price is $19. Then you can say the $19 is about the same as a night at the movies for a couple, yet the product will give them more for the money.

After providing your price, make sure to mention a guarantee. The only way a customer will buy is when he/she knows if something went wrong, he/she can get his/her money back. Guarantees are very important. This is one great way to provide proof and to build credibility. Once you provide the guarantee, close the sales letter. The best way to do this, is by including your signature, and a P.S. In the close, ask for the order and provide a method of ordering. Make sure to tell them their order will be secure and safe. You know some people are hesitant about ordering online. You can easily add a signature to your copy. Just write out your signature on paper and scan it. Then place it on the page as an image. As for the P.S., do you know that is often the first thing people read. Make it count. Just use it to recap your sales copy.

This is sales letter writing 101. There is more to it than that, but for now, this is the basics. Hopefully, this is a start to your career as a copywriter. If you are an experienced copywriter, it will remind you of what the basics are.

What Is Behind a Great Headline

The headline is what drives people to want to read your copy.  It is the hook that pulls the reader in. It grabs the attention of your visitors and forces them to read further. The headline should also express relevance to the copy itself. If your visitor clicked on an ad from a website, AdWords, or banner ad, they expect the headline to introduce what they clicked on. If it doesn’t, they will go elsewhere. Headlines also help to overcome objections.

When writing good headlines, keep in mind that you are getting your visitor to read your copy. The best way to do this is to avoid using words or phrases that may cause the visitor to react negatively to it. Basically, if the claims you make in the headline are too big or outrageous, it  makes the headline not believable enough. The best way around this problem is by avoiding such phrases as “get rich quick,” “lose weight fast,” and “make money instantly.” These are phrases that have been used by scammers for many years.

Instead of using phrases that can trigger a bid response, use a headline that can trigger a good response. Many copywriters call this a “conditional” headline. You start out the headline with an easy requirement, then finish it with a strong promise. If you are a programmer, you may be familiar with the IF… THEN statement. If this happens, then something this happens. If you are not a programmer, however, you are a copywriter, you may have seen this format in headlines.

An example is like this: “If you’ve got 5 minutes to spare, then I’ll show you how to lose weight quickly, using only natural means.”

By using the IF…THEN format in your headline, it makes it more believable.

Now, you may be wondering what is behind creating a great headline, besides what was talked about above. There are three methods you can use that will help you learn to write great headlines. These methods are practice, read, and swipe file. I’ll look at each one below:

1. Practice

The old adage is that practice makes perfect. The more you practice writing headlines, the better you will get at it. Before you know it, you will be churning out great headlines every time you try.

2. Read

Let me stretch this a bit and say it involves reading anything that contains a headline. The more headlines you read, you lean how to recognize the good ones and their structure. This will help you develop great headlines you can use for your copy or your client’s copy.

3. Swipe File

What does a swipe file have to do with great headlines? If you keep a swipe file, you can always go back to those headlines when you need inspiration to write one. You can use the idea and structure of such headlines, while constructing your own.

If you take to heart what is said in this blog post, you will be on your way to creating copy that will sell.

How to Build Trust and Credibility in Your Sales Copy

If you’re a copywriter, your goal is to write copy for your product or for your client’s product that will bring in the sales. This is obvious. But, what many copywriters fail to do is include two elements in their copy that will guarantee a sale for each person reading the copy. The two elements I am speaking about in this blog are trust and credibility. Without these elements, you are wasting your time creating your copy.

Trust is one aspect to copy that must be in place. If a customer doesn’t trust you, they won’t buy. This is especially true if you are new to the Internet. You haven’t build any brand for yourself yet.

How do you build trust? You may not know this but there is a way to build trust by what you say and the way you say it.  The most you say about yourself and your product, and providing evidence of your claims, the more people will trust you. You can also state how reliable you are. That can lend a hand toward trust. There’s also word-of-mouth. This usually helps in building trust. 

What if you are writing copy for a client? You don’t know if your client is reliable or not. The only thing you can do in this situation is present your client’s product in the best light possible. For this situation, you can better the chances of a sale for your client’s product, by including credibility. You can’t force a person that is unreliable to be reliable. But you can influence your client’s credibility.

If the information you have about your client’s product is true, then you need to share that information. If your claims are believable and valid. You need to provide them. The way to build credibility is not provide words that are hype. Instead, they should be genuine.



Working the Twelve Steps

No, I’m not talking about as twelve-step program. What I’m talking about is a 12-step structure to writing copy. If you are new to copywriting and have read a sales copy or two, you may be overwhelmed by the amount of words used, and the format the words are in. If you read a very successful sales letter, you may not notice it, but there is a structure behind it.

When looking at the sales letter, you will notice a lot of words. The meaning of the words, the actual words used, and what the words say is referred to as content. How we say what we want, the order we say it, and when we say it is referred to as structure. 

Behind every successful sales copy, this structure and content are used together in a workable twelve step process. This process allows the sales letter to go from interest to the actual sale. Understanding how a sales letter is written and why is a big step toward writing a successful one. By following a good structure, it will provide you with what you need in order to put the pieces of the puzzle together in the right way.  In other words, you’ll be able to write the right words that make sense and that will lead customers to buy your product.

Before I get into the actual twelve step structure, you should be aware of a process that is the foundation of the twelve steps. Without this process, the twelve steps won’t be practical. What is this process?  It is called A.I.D.A. It means Attention, Interest, Desire, and Action. I will explain what each word means.

1. Attention: The biggest step in copywriting is getting the attention of the customer. The headline and first paragraph does this (at least they are supposed to).

2. Interest: Without holding their interest, you have lost a sale. It is for this reason your copy has to be written so it captivates those that read it.

3. Desire: Creating interest is one part of the sales process, but if you don’t hold their interest and give them a reason to go on, you lost the battle. This is why you must create a desire within them to continue reading your copy.

4. Action: To get the sale, your customer must take action. You must provide the right words that will tell them or convince them they must buy your product right now, or they will suffer for not doing so.

So you now know the formula that the structure is built from. Memorize this principle, because without it, the twelve step process is not feasible.

Now that I got your attention and covered the foundation of the twelve steps. Here are the actual twelve steps:

Step 1 – Get Their Attention
This goes with the AIDA formula. Grab their attention with a great headline.

Step 2 – Shake Their World
Once you’ve got their attention, tell them something that will shake their world. Tell them something that they didn’t know before, or that will alter the way they think.

Step 3 – Tell Your Story
Let them know what you’ve been through. Tell them how you handled what they are going through now and succeeded at it. Let them know what you did in the beginning for you to face a similar problem. Remember, your story has to relate to them, or they won’t care to read your story.

Step 4 – Give Them Hope
No matter how you achieved your goals, your reader wants to know one thing: “How does this help ME? I want the same results you got, too!” Let the reader know if you can do it, he can to. This will give him hope that when he buys your product, he’ll get the same results as you.

Step 5 – No Rejections
As your potential customer reads your copy, he may have reasons to reject your offer, claiming there are better products out there. You have to put in your copy ways to eliminate his rejections. You can do this by stating how your product has outperformed other products like yours. You can also mention a unique function that your product has, that no other product contains.

Step 6 – Introduce Your Product
If you know your product well, you can introduce it. You can do this by telling a story about your product and yourself, or you can describe how your product will provide the right solution to their problems. What you are basically telling the reader, is that your product has what it takes to get the job done with minimal hassles.

Step 7 – Use Bullet Points to Grow Their Desire For Your Product
After you have introduced your product, ramp up your copy, and their desire for your product, by offering the product’s features and benefits. Let them know exactly what they will get when they buy your product.

Step 8 – Give Them Proof
Depending on what you claim about your product, your potential customer wants proof of your claims. Make sure you have such proof.

Step 9 – Handle Skepticism
You will often find people will be skeptical of your offer, despite what you may say. They may claim they don’t have the money, or they don’t have the time to go through an order process. They may even go to the point of suggesting it is a scam.  You must reveal in your copy the words that will counter all skepticism. You must provide undeniable proof that your product will do what you claim it will. You also must provide proof that the order process will be so easy that a child can do it.

Step 10 – Make Them Want Your Product
When writing your product, you want to put in place the right dialogue that will encourage them to think of your product as belonging to them. They need to visualize the product and see it working for them. This will encourage them to want it and then order your product.

Step 11 – Give Them Your Best Price
Now comes the time you provide the price. Before doing so, give them a demonstration of how your product’s price compares to the products. For example, one time I stated in my copy that the cost of my product was the same as a night out to the movies with the wife and two kids. This includes the popcorn, soda, and other edibles. The difference is that my product will solve your problem, instead of just entertaining you, as the movie did. It worked.

Step 12 – Close The Sale
It is time to close the sale. Provide an order button. Then ask for the order. Thank them for ordering and include your signature. Then add a couple of P.S. statements.

If you follow this 12-step process in writing sales letters, you’ll find how quickly your sales will jump through the roof.      

Getting Into Your Customer’s Mind

In order to be a better copywriter and write copy that is persuasive, you need to master the ability to get into your customer’s mind. Many copywriters write copy that plead and beg people to buy their products. This doesn’t work. In order to be persuasive, you need to know how the process works.

To be persuasive, you need to be aware of what your customer wants, understand the reason why, be competent that you have what the customer needs, and then write copy that shows you know about your customer.

If you want to be persuasive, you have to get out of your head and get into the head of your customer.  You have to understand how your customer thinks, and what he/she wants. You have to understand things from your customer’s point of view. One way to do this is by hanging out where your customer is, and learn what he/she thinks and wants. Newsgroups and discussion groups is a way to do this. You can learn a lot about your customer by hanging out, reading the customer’s comments, and understanding what the customer wants and needs. Once you know this, take it from there. Create a product that will help that customer. Then create persuasive copy that will influence that customer to buy your product.

If you take the above steps, you will do well with your copy.



Creating a Buyable Product

If you are new to copywriting, you may notice there will be people that come to you, asking you to write copy for a product they created. You may end up spending hours writing the copy and then the client posts the copy online. Several weeks later, not one purchase.  Why? It could be the copy. However, the product could be more at fault. Many marketers seem to think, if they create a product and it will sell. This is not always the case. The rule of marketing is to find a hungry market and create a product to satisfy that market. In other words, find a market that has a problem and provide a solution.

Let’s say you do find a market and create a product that will help those in that market. How can you be sure your product will be noticed above all other products? There is a term in copywriting circles – USP – that helps marketers sell their products. What is USP? It stands for unique selling proposition. This is a sentence or paragraph that summarizes the advantages and benefits of a product. The USP amplifies the good and unusual aspects of a product.

Many marketers have no idea what a USP is.  This can hurt a marketer’s chance of doing well with a product. Instead of trying to learn what the USP is and using it, they overcome that by writing copy that contains worthless or meaningless words or sentences. When their visitors read the copy, they are confused and dumbfounded. Such a statement like “high quality” is used. Other statements can include:

1. “We offer great service.”

2. “We’re the best.”

3. “We’re the cheapest.”

There are more, but you get the idea. These statements are considered fluff because they don’t say anything, as we expect them to provide such a product anyway.  The only way to use such terms is if you can explain the reason behind it. For example, if you write in your copy that the company is the cheapest around, how are they the cheapest? Are they 35% cheaper than their competitors. How can they prove they are cheaper?

This is why a USP is used as it provides the biggest benefits of the product available. It also provides the biggest advantages of using such a product. The USP tells the customer the product is the best around.

If you have a problem developing a USP for a product you are writing for, ask yourself or the owner what are they really selling? When I write copy, I present a questionnaire to the client. The questionnaire provides questions that will help me understand the product and what its USP is. I use that questionnaire, as well as a review of the product to gain an understanding of what to write and then I write the copy.

If you have trouble writing copy, or have written copy, but the product isn’t selling, look at the product to see if there is demand for it. If there isn’t demand, scratch it. If there is demand, change the sales copy and use a USP in it. This will help boost the chance of the copy doing better at selling the product.




What Compels People to Buy?

Good question. Is there an easy answer? If you wanted to buy a car, what kind of car would you buy? Will it be a Porsche, BMW, or Honda? Will you get a V8 or V4? There you have it – choices and more choices. This is why there really isn’t a simple answer. Why do you think that one person is willing to buy a $10,000 car, while another person may choose to buy a $2000 car?  Why would someone invest thousands of dollars on an informational product, while someone else may only spend $20 or $30 for the same information? You may not realize this, but there are deep reasons for people to buy products and services.

Someone had written at one time regarding the four conscious levels that influence people to buy and what to buy. These levels are as follows:

  • Function
  • Feeling
  • Identity
  • Image

You may not understand it now, but people buy certain products based on the four levels of conscious thought. Here are those levels below.


The object of function is to appease a person by what the product or service will do for them in a practical, functional sense. In other words, they buy the product or service for what it can do for them (purpose). For example, you buy a pen because it allows you to write your thoughts down on paper. You buy a car because it allows you to get where you are going quickly. In a sense, people by products or services for what that product or service will do for them.

If you ever took a course in copywriting, you were told to keep features, advantages, and benefits in your mind. These are vital for you to remember as they are part of the writing process, especially when writing a sales letter.

When speaking of features, keep in mind what the term features means. For those that don’t know, features refers to a product as to what it contains or does. In other words, the product’s technical specs, ingredients, functions, or components. Features can also refer to or highlight a particular part of a service someone presents. For example, if you buy a stereo system, you do so because it allows you to hear your favorite music. You bought your cell phone because it may allow you to access your e-mail.

When it comes to advantages, this is how you view the product or service. The product may contain something you like or need that another product doesn’t have. Or, the product may do something that you like and that you didn’t have access to before. the same goes with services.  It’s obvious that if you can have a car with greater speed, you would rather have that than one that is economical and less speed.

Benefits is another point to remember. I already told you what features was. Well, benefits is what the features provide. Example of this is when you go to buy a car. You see a sports car. The feature is that is has a large engine. The benefit is that it can goes 0-60 in 5.2 seconds (something like that). Do you get the idea? Anytime you gain from your purchase, you have received a benefit of it.


 It is interesting that when people buy, they do so based on a feeling they have. For instance, if a woman looks at the mirror and notices a few pounds, and she reads about a weight loss product, she will quickly buy it, to help her lose those extra pounds. She doesn’t want to be fat. She wanted the feeling associated with having a slim body, as compared to having a fat body. This is true regarding services as well. When a person wants to hire someone to perform a service, the person doing the hiring, looks at the service provider as fulfilling a need or feeling. Take a man that hires a cable guy to install cable TV. He wants the service because of the feeling he will get when he can watch his football games with his friends.

A person’s feelings can influence the way that person makes purchases. When looking to buy a new car, you may feel like a small economical car would suit you. Whereas, your friend may feel that a big car, or a sports car would do him better. In the end, the person’s feelings does have an impact as to making purchases.


Identity is another reason for buying something. Identity is how we look at ourselves in our own minds. If you think of yourself as a rich man, even if you aren’t, you will carry yourself like one. If you think of yourself as a poor man, you will carry yourself as one. Basically, identity is how you look at and think of yourself. Someone said identity is considered self-image. That is a good way of looking at it. People often put labels on themselves. If you play golf, you may label yourself as a golfer. If you play baseball, you may consider yourself as a baseball player.

When it comes to identity, keep this one thought in your mind. When people buy something, whether it be products or services, they do so with one objective – it reinforces or strengthens the way they look at themselves. If you look at yourself as someone like the “Fonz” on Happy Days, you will no doubt buy something that makes you look like or act like that character.

As you write copy, you have to remember that identity is considered a self-image. It is an image you have created for yourself in your own mind. This presents a challenge. Creating a self-image doesn’t mean it is the true image of who you are. It is only an image or picture. One day, you may think of yourself as King Tut, while another day you may look at yourself as a Rollerblade expert. 


You may think image is the same as identity. However, image is how people view us. It is what people see when looking at us. If you think of yourself a a golfer, you may act like a golfer. But your friend may not consider you a golfer and have an image of you as something else. People will buy certain products, so they can give off to others a certain image. If you went out and bought a fancy sports car, you may think of yourself as a cool guy. Others may look at you as a someone with status, money, and power. I was always told that perception is everything. The bottom line is that identity is how you may think of yourself, whereas, image is how others perceive you.

Other Tidbits

If you ever went with shopping with someone, you will notice one thing. In most cases, they won’t tell you what they want to buy. They will just go into the store, look around, find it, and go buy it. Rarely, will someone go into a dress store and tell the salesperson she wants a flashy looking dress for a medium-size body that will bring out her inner beauty so she can pick up guys at a party. That just doesn’t happen. The point I am making is that there is often deeper desire or reasons for why people buy products or services.

What I talked about in this post is important. You also have to look at the deep inner reason for why purchases are made. The way you can do this, is when creating sales copy, provide benefits that will attack these inner reasons. You can ask yourself what benefit will attract a potential customer to my offer? Does the benefit you provide bring up feelings for your potential customer?

The next time you buy a product or service,  see someone buy, or are thinking about selling a product or service yourself, think about what you read here. It may help in your efforts to make money.