You’ve probably heard of the saying:
People hate to be sold, but they love to buy.
I’m sure you know the feeling. Whenever you buy something new, you get that good dopamine rush. Like when you buy that new book or new course that claims to make you more sales, or a high ticket seminar that’s supposed to take your business to the next level.
However, you may not realize that when you buy these things, there’s a little bit of psychology involved. From buying the most expensive luxury products to buying groceries, companies use subtle techniques and psychological triggers to get people to buy their products.
Joseph Sugarman wrote a book called The Adweek Copywriting Handbook, and in one of the chapters, he lists and explains how to use 31 different psychological triggers to help you sell your products better.
I’m not going to share the entire chapter. If you want to read about all 31 psychological triggers, get yourself a copy of the book over here.
For now, here are 10 ways to create more interest and get people to buy your products:
- Involvement or Ownership
This is when you take your reader on a mental journey and make them feel like they actually own and are using your product. This is a must-do especially for copywriting because your potential customer is not physically in front of you so you have to write as if you’re with them showcasing your product. Paint a picture in your customer’s mind. What is it like to own your product? How does it feel when they hold it? What will be different after they use it? A good example of this would be car salespeople letting their customers test drive cars. - Honesty
Honesty is one of the best ways to build trust with your readers. Not only that, it saves you from having to deal with a lot of BS. You see, customers have always been smart and are very skeptical nowadays. So when you’re selling a product, one of the ways you can apply this is to mention both the good and the bad features. When you do that, your customers will appreciate that and be more receptive. - Human Relationships
This is the thing every business person should focus on, but don’t do or don’t know how to. With your emails, you want to make it sound like an actual human being wrote it, not a faceless corporation. And you want to actually create a bond with your readers. What’s behind the emails on your list are human beings, not just things to take money from. - Storytelling
This ties in to number 3 and in my opinion, it’s one of the most fun psychological tactics to use. It’s something I try to incorporate into my emails as much as I can. Telling stories is a great way to grab attention, entertain and create bonds with your readers. You kill three birds with one stone. - Trends
Use current hot topics. Whether it’s pop culture, viral memes, or anything on the news. It’ll make your emails a bit more fun and attention-grabbing. Just be sure your timing is right. Trends die as quickly as they emerge. - Consistency
Consistency plays a huge part in the success of your marketing efforts. Email your audience on a regular basis. Once a week, three times a week, or even once a day (which I will start doing in the future). Your constant presence in their inboxes will make them remember you, and they’ll always welcome you as long as your emails are valuable, of course. - Desire to Belong
People always want to fit in. It’s a natural human need. A lot of luxury brands do an amazing job using this tactic. Take companies like Gucci, Chanel, Louis Vuitton, or Rolex. When people own their products, they feel like they belong to a group of higher class citizens. And that’s what you want your products to make your customers feel, to make them feel like they’re part of a special community. - Desire to Collect
This is a useful tactic if you sell collectibles or limited edition products. It’s another human instinct and there’s a bit of an emotional connection too. A great example would be sneakerheads, stamp collectors, or coin collectors (Fun fact: I used to collect quarters until I had all 50 states). - Curiosity
Curiosity is one of the strongest human emotions, and it’s one of the top reasons why marketing campaigns are so successful. When you write emails in a way that sparks your readers’ curiosity, they’ll be more likely to keep reading and eventually make them want to buy whatever you’re selling them. This especially works well when it comes to selling info products. - Fear
A pretty self-explanatory tactic. I mean, just look at what’s going on around the world right now. Coronavirus causing worldwide panic causing people to hoard groceries, face masks, sanitation products, toilet paper.
And there you have it. These are 10 different ways you can get your customers to buy from you. If you want to know the other 21 ways, get The Adweek Copywriting Handbook.
To make these triggers even more effective, make sure you use them along with the way I teach how to write compelling sales emails. You can read about it by downloading my free e-book, “5 Steps to Create Money Generating Emails.”
Click the link below to get your copy.