What's in it for me? Why people buy ...
I just read a great article on search engine optimization that touched on the key component of great marketing: Connecting with people and why they buy. Great copy isn't about "you", though I'm sure you're great! J It's about your customer and what *they* want, what *they* are struggling to figure out, or what pain or frustration they want to get rid of.
Consider that people will buy:
- to save money
- to make money
- to save time
- to make life easier
- to improve their safety
Connecting your offering with these important triggers will help your prospects to see that you have the solutions they're looking for. The copy on your website, direct mail postcard, and the back of your book should help your customers see how you can solve their problems. You want people to read your copy and leap inside! Yes, this could be what I’ve been looking for!
Are people responding well to your print and web materials? How does your copy connect?
Some other important buying triggers:
- for specific brands (typically for prestige)
- to educate themselves
- to improve their health
- to settle their fears
- to have some fun
- to satisfy their curiosity
- to streamline their processes
- to prove they are right about some issue
- to improve their image or appearance
- to improve their quality of life
- to uniquely set themselves apart from the crowd
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