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The Secret Of Why People Buy

Always remember, people buy with emotion and justify it later with logic. And here's the reason why they need to justify it later.

Mark Twain put it beautifully when he said: “There are two reasons a man buys anything. The reason he can tell his wife – and the real  reason”.

Just imagine: you’re a red blooded guy. And there you are in the Mercedes showroom, drooling over the beautiful lines of the top model. You climb in and sink down into the driver’s seat and luxuriate in that “new car” smell. Your mouth goes dry and you experience a shiver of delight, as you caress the steering wheel  with your trembling hands.

You turn the key and, -- as that massive engine busts into life, barely audible -- cold logic suddenly hits you and that small voice, that is your conscience, whispers in your ear. . . ,

“You could get from A to B just as easily in that sensible little runabout your wife suggested. I bet it has an engine smaller than the starter motor on this beast.   It would save you a fortune in gas . . . and . . . what’s more: it would be far kinder to the environment!”

Then your eye alights upon the mirror-like walnut strip edging the dashboard, and you gaze out along that massive bonnet, looking only a tad shorter than the flight deck of the USS Nimitz, with that famous three cornered star at the far end,  and you think “Stuff the environment! I’m having  this one!”

Then your left side “logical” brain kicks in again.

But this time you get to work on your  “10 Sensible Reasons To Give To The Wife” list. Like the incredible low depreciation (“Far better than that cheap runabout she wanted to buy –- that’s just throwing good money away, Honey Pie!”) . . and the faultless, high precision engineering (that will last far longer than her cheap and cheerful choice).

How can someone so lovely be such a cheapskate?

And you feel the words actually forming in your mouth. “So you see, Honey Pie, this vehicle is actually an investment that will actually save us money in the long term!”

Believe me, when you get to that stage, you’ve bought it!

So, with that in mind, when you write sales copy, make it easy for your reader to buy: You do this by not just telling your reader what an amazing purchase your product is. You also need to show them in terms they can justify later, to both themselves and the CEO.

In short, don’t just give them features like “ Renowned Mercedes engineering”.

Say why a Mercedes is better built than other luxury cars.

Talk about the fact that it’s not simply thrown together on a production line in a race against the clock, like other cars, but meticulously engineered by a small dedicated group, who are responsible for every aspect of the finished vehicle. 

Then, when you’ve done that, tell them what all that care and dedication to detail means to them.

Because it means they will be proud to possess a vehicle which will not only be the envy of their friends (and the wife’s friends) but also show the world how smart they are and how well they are doing.

What’s more (sensible reasons coming up), it will transport them anywhere, safely and silently and they will arrive as fresh as when they stepped into the vehicle a thousand miles earlier. Also, it’s built to last a lifetime, depreciates less than other vehicles and its classic lines will still look good in twenty year’s time.

Get the idea: strip these benefits right down to what they will do for the real live person reading the copy and then tickle their emotions and their senses.

Let them see the benefit in action:
“Imagine the astonishment of your friends, when they see your very own website up there on the internet!”.

Let them feel the excitement:
“Imagine the thrill of getting that e-mail from your merchant account, announcing your very first order!”.

Let them taste the delights of success:
“Once that deal is signed, all that remains is for you to open the champagne!”.

Let them smell the delights of success:
“Just picture yourself sinking into the sumptuous seats of that prestige car and getting that “new car” smell!”. 

Let them listen to the price of winning:
“Imagine sinking into a blissful sleep to the sound of the surf in your very own beach house”.

Let them shiver  with sheer delight:
“Imagine the sheer exhilaration you’ll experience when  you’re no longer “working for the man” –- but for yourself alone!

But never forget the need for logic later. So, whatever you’re selling keep coming back to the customer and giving them reasons why getting their hands on this product makes such supreme good sense. But don't forget those emotions. For example, "Imagine the quiet satisfaction you will feel, knowing you have made such a solid and sensible motoring investment.".

© Copyright 2006 Paul Hooper-Kelly and InternetMarketingMagician.com

KEYWORDS: secret of why people buy, buy with emotion and justify it later with logic, write sales copy 

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SUMMARY: Always remember, people buy with emotion and justify it later with logic. And here's the reason why they need to justify it later.

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