Motivation doesn’t happen through logic, but through emotion. If you want to motivate your customers, you need to know exactly which core emotions to target to get your customers fired up.
These are five core emotions to target for maximum motivation. Not all five apply to every business, but most of them will apply in one form or another.
1-Fear of loss
Poeple fear loss more than they desire gain. Therefore, appeal to their sense of missing out with ‘urgency’ and ‘inside info’ types of copy. Naturally, you will want to be truthful in your marketing, and restrict your offers to only a few people, rather than spread the information around to a large number. If it is a time sensitive offer, be honest about that too. If they really feel that they will be genuinely missing out, they will be motivated to buy.
2-Eagerness for gain
If you can make their life easier in some way, help them solve a pressing problem, or give them the answers that they have been seeking, the copy that you write will be effective in urging them to take action and buy from you.
3-Risk versus reward
All your copy should answer the question, “What’s in it for me?” In other words, what is the value proposition you are offering. Then you need to show that the offer is risk-free in some way. In other words, if they are not 100% satisfied, they can return the product for a full refund. Your refunds may be small, but merely making the offer is enough to inspire confidence and motivate them to buy.
4-Empathy
Your empathy in your copy shows that you know what they are going through, and care enough to do something about it. Show through story-telling that you know what their life is like now, and how much better it can be once X problem is solved. If you know your niche, you should be able to offer solutions that really ‘speak to’ your market. Copy that ‘gets’ the reader shows that you know where they are coming from and that you offer a real solution, not just hype.
Some marketers try to ‘sell the sizzle, not the steak’. It is great to make your product sound terrific, but especially during his recession, people really want the beef too, and at a great price. If you can deliver this, you will see your sale soar.
