THE BLOG

Emotional Triggers and Words That Sell

02/10/2015 12:17 pm ET | Updated Apr 12, 2015
Dimitri Otis via Getty Images

If you have a business, you need to sell stuff. Period.

This is where copywriting comes into play. Copywriting is all about crafting your messages so that you can sell more stuff.

Do you desire to raise your bottom line? Do you have services or coaching packages or products that you would like to sell more of? Of course, you do!

Words are your most effective tool as a business owner. From the words on your website copy, to the words in your email campaigns and newsletters, and even the words you are using on the phone calls with prospects, they have the power to seal the deal or lose the sale.

Now, I've laid it out here pretty clearly, right? To sell more stuff, you need the words. But you don't just need any words, you need words that sell. Words that persuade, words that connect, and above all, words that convey to the reader they NEED your services and products.

But, here's the tricky part: As business owners, we think LOGIC first, when we set out to explain our products or services. But as humans, we purchase based on emotion, always. That new purse you WANTED? Yup, you knew it would make you happy. That juicy slice of pizza beckoning you from the roadside sign? Oh yeah, your taste buds started tingling, and then you convinced yourself you DESERVED it, because you've been hitting the gym hard this week.

In fact, there are 6 emotions that come into play when you are deciding if you are going to make a purchase. (And your prospects buy based on these emotions too.)

  1. Fear: "If I don't make a decision now, I may miss my chance!"
  2. Generosity: "If I make a decision now, I will be helping others."
  3. Greed: "If I make a decision now, I will be rewarded."
  4. Shame: "If I don't make a decision now, I'll look foolish."
  5. Pride: "If I make a decision now, I'll be smart."
  6. Envy: "If I don't make a decision now, my competition will be better than me."

Part of being an effective business owner is knowing (or investing in a copywriter to help you), how to write copy that sells. When enough of the above emotions are present in a buyer's mind, they will make the decision to purchase. And this means your bottom line will increase significantly.