In their book What Sticks, Rex Briggs and Greg Stuart underscore the crucial need to understand the motivating factors that cause buyers to choose one brand over another. I recently wrote 30 blog posts here on 30 different sales prompts (motivators). The specific posts about this began on February 7th and continued for thirty days. …
This final motivational trigger is among the most important because it needs to be in every piece of copy writing (or presentation) you offer. Without it, you’re sunk. Honesty. Don’t misrepresent your product or service. Don’t misrepresent your credentials. Don’t even fudge a little. (It’s still a lie and if you’re caught in a lie, …
Hope on display across two centuries… “Hope is the thing with feathers That perches in the soul And sings the tune without the words And never stops at all.” Emily Dickinson “The very least you can do in your life is figure out what you hope for. And the most you can do is live …
The Familiarity Trigger All things being equal, people do business with people they know, like and trust. So get to know the people you want to serve. Get your logo out there, too, as soon as you have one. If you’ve ever traveled to a foreign country, you’ve experienced how welcoming it is to spot …
In an earlier post, I mentioned and explained the “Keep It Simple” trigger as one of of the 30 motivational prompts I’ll be covering in this present series of posts. I just want to point out here that keeping it simple in no way means making it boring. Yawn-some copy is the polar opposite of …
If you can harmonize your product or service with something that is culturally or topically popular, you can bring your target audience into an additional “fond bond” relationship. A hobbyist I know here in the Pacific Northwest crochets. She is presently crocheting feverishly to keep up with the demand for Seattle Seahawks hats, shawls, …
“9 out of 10 dentists recommend Crest.” “In a recent poll, the Democratic challenger is leading by seven percentage points.” If you can use valid statistics to prove specific claims or benefits, use them. Specificity helps readers/viewers/listeners “do the math” so the logic center inside them feels satisfied. When you state facts and are very …
People are curious. But if your sales copy satisfies them completely, you may never hear from them again. So leave a little mystery alive and kicking–something unsaid that they still want to know. In public speaking terms, the sound bite for the curiosity trigger is “Always leave them wanting more.” This trigger can be tricky. …
“I can get it for you wholesale.” “This is a steal of a deal!” I really don’t want to say too much about the greed/frugality trigger. Few people will admit to being greedy, so it’s not something I’d normally even contemplate tackling. But it is what it is, so let’s get it over with. The …
If you ever saw The Music Man motion picture with Robert Preston and Shirley Jones, surely you remember the ‘Marian the Librarian’ scene where Professor Harold Hill (Preston) enters the library to try to get Miss Marian (Jones) to go out with him. In the scene (at about the four minute mark after Hill enters …
