Why do people buy?
Imagine you are about to make a presentation to a group. Could be your peer group or it may be a sales email selling your training course.
Your first question should be, ‘What do these people primarily want or need?’ ‘What will your idea or product do for them?’
Most sales copy is very superficial.
Yes, most copy explains the features and benefits of a product or service. The features explain what a product or service does; and the benefits explain how a product improves customer’s lives.
But often those benefits remain superficial. They don’t stir people’s emotions, and that’s what one of the 8 life forces can do.
Shall I explain
What are life forces?
Despite its awful title, the book CA$HVERTISING is a useful guide to copy-writing by Drew Eric Whitman.
Whitman suggests that the strongest, most persuasive sales copy appeals to at least one of the 8 life forces. He describes these 8 life forces as follows:
- Survival, enjoyment of life, life extension
- Enjoyment of food and beverages
- Freedom from fear, pain, and danger
- Sexual companionship
- Comfortable living conditions
- To be superior, winning, keeping up with the Joneses
- Care and protection of loved ones
- Social approval.
So, to stir a reader’s imagination and make them eager to buy, Whitman suggests weaving at least one of these 8 life forces into your copy or presentation.
That’s how you connect emotionally.
This is not about exaggerating the benefits of your idea or product. Sometimes you help readers take a first step. For instance, you can’t deliver a life free from fear but you can help readers cope with their fears a little better.
Let’s look at a real example.
Winning
Ramit Sethi is an entrepreneur and financial advisor. He wrote the New York Times bestseller ‘I Will Teach you to be Rich’ That title appeals to Life Force 6: To be superior, winning, keeping up with the Joneses’
Sethi sells a series of online courses on business, careers, money, and productivity. Can you guess which life force is most prominent?
Indeed, Life Force 6.
Here’s the headline of his Top Performers Package.
“What does it take to launch a business, become an expert, or get promoted”. Let me show you the 3 most overlooked skills to crush the competition.
There you go… crush the competition. It’s not so much about keeping up with the Joneses, more like beating them to get ahead.
The course Success Triggers (www.buy.iwillteachyoutoberich.com/success-triggers/) has a similar appeal:
“Master the psychological “Success Triggers” that top performers use to shift their negative thinking into peak performance, natural confidence, and lasting happiness”
A variation of Life Force 6, right? It’s less about crushing the competition, and more about becoming part of the circles of elite performers. It’s still about winning.
And this is from Sethi’s bundle with 50 proven email scripts:
“Use my private email techniques and get the actual emails that have built relationships, generated millions of dollars, and saved me thousands of hours. Don’t reinvent the wheel. Don’t wonder what words to say. Know for sure using tested email scripts for your business and personal life.”
Still life force 6, eh?
Perhaps a little more subtle, but again getting ahead and winning, whether that’s in terms of relationships, making money, or saving time.
Sethi’s copy may not appeal to you. I don’t get excited about crushing the opposition and getting ahead. I think there’s enough place for everyone in this world, and I’m more interested in becoming a better human. I’m sure his copy appeals to a lot of people When you consider which life force your copy should appeal to, choose one that makes sense for your offer and your audience.
What does your audience long for most?
What do you actually deliver?