Google Cash Revolution – Putting Visitors in the Mood to Buy

Do you suppose that people buy Rolex watches because they keep exceptionally good time? Don’t think so! They buy Rolex watches because of the prestige that comes with wearing it.

A person who buys a Rolex isn’t pouring over the mechanical features of it to see what makes it a better watch than, say, a regular watch you can pick up in a department store for less than $100.

Instead, he’s imagining what his friends will say when they see that shiny Rolex on his wrist. He’s imagining how women will flirt with him when he’s wearing that watch (which might be an exaggeration). Maybe he’s even imagining himself feeling an air of superiority over some of his business colleagues because this Rolex is a status symbol that comes with his massive success.

It is that emotion that makes him buy this watch… and he clicks that order button.

But then, his logical left brain kicks in.

His left brain, the one that does his budget for him, has no use for something that impresses women or business colleagues. In fact, if the guy really sat down and thought about WHY he wants the watch, he might feel pretty uncomfortable about the whole purchase. Let’s face it, buying something to make others feel inferior isn’t something we like to admit.

So, his left brain looks to justify the purchase. Things like “What a great warranty!” “Look at the quality craftsmanship!” “And, oh my! These watches do keep exceptionally good time!” pop up in his head and assure him that he’s making a good decision. But this happens ONLY when your copy specifically provides these logical road-signs.

So, later on when this guy sees the bill for his watch on the credit card statement, he can justify the expenditure since he’s had so many watches that quit on him over the years. However, secretly in the depths of his mind, he knows he really bought the watch for all those emotional reasons.

And so it is with every one of your prospects no matter what you’re selling. You need to put your reader in the right emotional state. Make them get emotional as they envision using your product.

And then, mention the more technical features of the product too, so that their logical brain can justify the purchase.

Let’s take a cookbook as another example. Logically you’d buy a cookbook so that you have a variety of meals to serve your family. However, emotionally, there’s a part of the prospect that enjoys the praise she imagines receiving after cooking a particular delicious dish.

Keep this in mind as you craft your letter. Your goal is to get the prospect to imagine her receiving the promised benefits of using your product… and whatever emotions she’ll feel as she does so. As you make your case and put your prospect into this emotional buying mood, be sure to give the prospect enough information so she can back her buying decision up with logic. “Huge variety of recopies,” “Healthy meals,” “Children like them,” etc.