Paint a picture to convert your sales copy
One of the best ways to get a call to action to get people to buy or download a product is to use the emotional
triggers we have looked at in my previous post and assign a story to your copy.
For example I want to show you that you need to be very specific when you are writing a story for good sales copy.
Let’s take a an example you wanting to sell product that could make the person work from home anytime of the day and not have to worry about leaving the home and doing a regular 9-5.
You could say something like this:
Wouldn’t it be great to be chilling at home not having to work for someone else?
Now let’s expand on this one and make it super compelling by tapping in to specific drivers and lets use the top 8 emotional needs:
‘Now you can just chill at home on your nice leather couch’.
Not bad let add some more –
‘With this product you can chill at home on your leather couch sipping an ice cold bear whilst others go to work every day’. – getting more compelling right, the person is now reading this and starting to paint a picture of that lifestyle.
Lets really sell it to them:
‘With this product you can chill at home on your leather couch sipping an ice cold bear watching the football on your 40” plasma TV
In the comfort of your own front room’
Can you see how that picture is so compelling and so much more than just the first line of this product can allow you to chill at home?
This is what painting a picture using the emotional needs can do. In this one example we have used:
The need enjoyment of life, enjoyment of drink, freedom from pain and fear, comfortable living conditions.
That one statement tapped into the primal needs that we all as humans look for and suddenly taht simple statment of saying that you can chill at home has now expanded to a real picture that prospect can wish to move towards. right copy like this and you will sell much more stuff.
I had to use ‘patient pictures’ when I was selling prescription drugs to doctors to get them to buy. My story used to go something like this:
‘So doctor can you think of any patients that are finding it difficult to walk up the stairs and taking ages to get to your surgey just to get a prescription? Can you tink what difference it would make knowing that when you prescribe this drug you get a full bronchodilation that allows your respirartory them to make the journey to your surgery in half the time? We can eliminate the fear of not having to carry 2 inhalers when this one inhalation can provide upto 12 hours relief from a single puff” and so on and son,
Building pictures around stories are a great way to sell stuff. If you look at my selling skills posts especially about social styles and different types of colors you will see that patient pictures is very powerful for the amiable / green type of person where they care a lot about others.
Remember it’s emotion first logic second
