Copywriting Basics Lesson 3 :Prove your pointHere we are with Copywriting Basics Lesson 3.
You may have heard the expression " people buy with emotion and justify with logic".What that means is that people follow their heart or intuition when deciding what to buy but then justify their purchase with logic.If you watch any TV commercial the imagery is all there to appeal to your emotions.Then perhaps the voice over will come in a give you and few facts. Your will want those facts if the head is to agree with the heart.Only then will it pull out your credit card. This part of your ad works hand in hand with the first paragraph which shows how the buyer will be a better person by buying your product.The more appeal you load in the headline and first paragraph the more likely your proof will be accepted. Remember belief is dependent upon desire: so we believe what we want to believe.Perception is reality.So no amount of facts will make a person buy if the emotional desire is not there. So go for facts about the reputation of the maker, the quality of design,speed of delivery,what the product has done for others who already have it. Give them testimonialsWhich leas on to getting testimonials. This is social proof.People are much more likely to buy a product that is recommended by other particularly by someone they know.With the advent of video on the internet a great way of putting testimonials on your sales page is to ask existing users to record testimonials and send them to you.Put them on your sales page though don't overdo it.I have seen many sales pages with 15 to 20 video testimonials.Who is going to watch them all? Make sure you have a little criticism in your testimonials.20 people saying the product is perfect will just not be believed. Use the attraction of the specific again.Have someone say their sales went up 48.24% not "sales went up quite a lot". Using testimonials presents the facts from the consumer's point of view not the seller's, which makes them more believable.Have the person giving the testimonial say how their life has changed.Then your buyer will think how their life would be better too.Then a sale is much more likely. In the next lesson we will look at how to persuade the buyer to take the advantages your product offers. Read about that here
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