People make decisions with their heart, but justify them with their brains. Copywriting pros know:
Emotions sells. Reason closes.
Your ideal customers are waiting for you to show them the logic of buying from you. Even the ones who will buy everything you offer, even they still need a reason to buy. Logic satisfies the reasoning part of the brain.
If you’re doing some inbound marketing (blog posts, tweets, Facebook updates and comments), you’re bound to have a few folks who like your stuff. They comment on your sites and retweet your posts. They may even consider purchasing something from you.
If your ideal customer is emotionally sold on your offering, you are already more than halfway to earning their “yes” and making a sale.
But just because the wheels are set in motion, doesn’t mean the transaction is a done deal. You still have to close the sale.
Your ideal customers — even the ones who are crazy about you — still need “buy-in” from their analytic side.
When people decide to part with their hard earned money, there are two “internal sides” at war. The passionate, carefree, childlike side screams, “I want that!” and the internal skeptic that wants to make sure he’s not hastily agreeing to something he’ll regret later. This is the voice that says,
- “What if…”
- “How complicated is it to use?”
- “Is there a guarantee?” etc.
- “What comes with that?”
This is the voice that puts on the brakes if it doesn’t get some answers!
Copywriters allow people to convince themselves they are making a smart buying decision by showing them that they have made a logical and well-reasoned decision.
Believability is what makes someone receptive to your words, and “logic in copywriting” transfers that believability back to the customers. By injecting logical reasons for purchasing a product, service or program, copywriters ensure that the customers have everything they need to believe in themselves (which turns back to their emotions).
How do you get the logical mind of your customer to believe he’s making a sound decision?
All that’s required is that you go into an explanation for why, how, when, where, and what. Don’t just list cold hard facts and statistics…go deeper and show how they actually benefit the user..what it looks like in their lives.
For example, say you sell a computer peripheral that allows users to make quick keystrokes without errors. What you are really selling is something that enables a team to work more efficiently and accurately. If the purchaser of this tool is a department head or manager, you’d describe the feature that prevents errors and then talk about the time and efficiency (“35% fewer errors,” etc.) his department is sure to gain if he installs your product at every workstation.
You might even remind him that with these stats, he’s going to look like a rockstar to his boss!
Or maybe your business is delivering groceries to the homes of elderly customers. You’re selling not only convenience, but a service that provides a personal touch and a social “bright spot” in the day for seniors who may not get to leave the house as often as they like. In this case, you may be marketing to the adult children of their older parents. You’d describe one aspect of the service (bringing groceries in and putting them away) and explain how it improves the lives of both parties. By alleviating an extra trip to the store from their busy week, you provide a service that has multiple practical benefits:
- They gain more time to spend doing something pleasant with or for their parent.
- They gain peace of mind because someone will be “checking in” on the parent when making deliveries.
- They save money on gas, and reduce wear and tear on the car.
- They eliminate the possibility of an accident or fall in public.
- They get the satisfaction that they are allowing their parents to stay independent in their home as long as they can.
With logical explanations, the value multiplies. Throw in a few facts and figures about aging in place and you’ll solidify the necessity of hiring you.
Your customers may simply want a product because they intuitively know it will improve their lives. But do they know the problems they are avoiding by purchasing it? Do they know actual dollars saved, or calamities they are avoiding if they purchase?
When you allow your ideal customer to connect the dots and imagine your solution working out in “real life,” they are more likely to make the decision to purchase.
Explain how you perform your incredible service. Describe the steps you took to develop your winning system. Show why you can honestly make that amazing offer and stand by it. Give your ideal customers the reasons they can feel good about their decision.
Copywriters want their readers to say, “This is a good purchase. I’m pretty smart to say yes to myself in this way.”
Even if they’ve already made up their minds to do business with you, your ideal customers need to wrap their brains around why this purchase is the right for them. Their own logical thought process needs to kick in and get some satisfaction.
Ironic isn’t it? Your spend tons of time thinking through the reasons someone should justify a purchase — and the decision comes down to one that they’ve already decided on emotionally! We humans are delightfully complex creatures; the copywriter simply paints the picture that allows your customer to see himself after he’s made that decision to buy.
Marketing can be complex. Figuring out what to say and what to leave out to attract the most satisfied customers can make you feel powerless, especially when you’re selling your product online and you’re not there in person. There will be folks who receive your message and those that just don’t get it. They see it, they hear it, they read it…but they don’t “receive” it. You will not be there in person to counter objections and answer questions.
However many of these issues vanish if you give them a clear and compelling reason to buy.
Without logic, your customer has a difficult time justifying the purchase. That’s why it’s so important to satisfy this basic consumer craving for logical and thoughtful reasons to buy. Reveal all those reasons.
You’re in business to make the connection with the right people so that they become your customers and clients. With skill and targeted copywriting you’ll attract your ideal customers.
First make sure people are receptive to your offer, then give them a logical reason to buy through proof, credibility, and reason.