Copywriters always look on the bright side of life

October 7th, 2009 |

Author: Nikki

If you’ve ever laughed your way through the incomparable ‘Monty Python’s Life of Brian,’ you’ll recognise Eric Idle’s song asking us to ‘Always look on the bright side of life.’ No doubt you’ll be whistling along to it too, now I’ve reminded you…

How does this relate to sales copy? In a previous blog post on psychology, I explained the importance of psychology in the buying process. Understanding your audience, as well as tapping into their desires, is the first step to writing effective copy.

The second step involves using positive affirmations to make customers feel happy and secure with the product you are selling. In short, confident, cheerful copy outsells negative sales writing. More of this later … as I want to explore positive thinking.

The power of positive emotions

Consider this for a moment: people want to feel good about themselves and the world they live in. To be happy is an ultimate goal for many. Of course, this can seem an uphill task, especially when natural disasters, social problems and personal troubles constantly wobble the status quo. Yet, even in the face of tragedy, people look for positives to help them cope with situations.

I often describe surviving the 2004 Boxing Day Tsunami as the day I learnt to climb a tree. In fact, it marked a change in my life for the better, despite the enormity of it and horror witnessed.

In a sense, I choose to see it as an uplifting experience, rather than a destructive one. Seeing something in a positive light is a powerful technique. And when you apply this to sales writing, the response rate will increase.

Inspire the buyer

How do buyers feel about shopping? Christmas shopping aside, people often call it ‘retail therapy.’ Though it might be your worst nightmare, many regard it as therapeutic. Why?

Once you unravel the concept, you begin to realise how shopping meets emotional needs. (Unless you are the other half burdened by shopping bags or loitering outside changing rooms!)

Whether it’s browsing, the change of scene or buying new things which triggers emotion, the buzz of the activity gives a positive return.

But, how can you trigger these positive emotions in sales writing?

How to use triggers in your sales copy

Let’s explore 5 sales writing strategies, guaranteed to elicit a positive response:

Build rapport

There is nothing more important than bonding with prospects. People buy from people – plain and simple. As soon as you show how human you are – instead of being a sales robot intent on securing the deal – customers will warm to you … and trust you.

Try using a friendly, conversational style … be empathetic. The trick is to imagine you are talking to one person, rather than a full conference hall.

Solve a problem … sell the benefit

Whether you are selling a product or service, your business is the answer to someone’s problem. Remind them of that and you offer value.

By focusing on what can be gained and how your service makes a difference, you are giving customers solid reasons why they should invest in you.

Trigger a response

Aim to embed ‘Trigger’ words in your sales writing. They are powerful motivators when it comes to inspiring a prospect to act.

Some trigger words focus on negative emotions to provoke a reaction. The following use positive vibes to inspire customers:

Best
Easy
Exclusive
First
Free
New
Proven
Simple
Save
You

Think of it as building an emotional bridge between the customer and the product or service. Provide assurance that the product will meet their needs and they’ll cross the bridge to it. If any doubts remain, they’ll hold back, refusing to go further.

Turn negatives into positives

Words have a powerful effect on the sub-conscious. Be careful you don’t fall into the trap of using negative language.

Consider these. Are they negative or positive?

‘If you’re not fully satisfied…’

‘You can’t lose…’

‘Cut your costs’

Remember, it’s easy for customers to latch onto negatives. In these phrases, the words ‘not satisfied,’ ‘lose’ and ‘costs’ stand out as they imply risk.

As soon as you put a positive spin on these sentences, they offer certainty:

‘You can count on …’

‘Gain from…’

‘Save money’

Tell a story

How do you react when you hear someone’s success story? Are you pleased for them, envious or secretly wishing the same could happen to you?

In short, people love happy endings. So, imagine the power of including a success story in your sales writing. Because customers like to identify with others in the same situation as them, a success story or case study will: