Chapter 11. Psychologically Advanced Copywriting Tricks
The term “sales and marketing psychology” may sound very technical and
quite intimidating but is actually easy to understand once you get the hang of
it. After all, sales and marketing psychology ultimately boils down to human
nature. The trick, thus, is to use your knowledge and understanding of how
people think, feel, and make decisions in pitching sales to your target buyers.
Having said that, we will be talking about how you could get inside the heard
of your target buyer so as to convince them to buy whatever product or
service you are offering. To do this successfully – and effortlessly, to boot –
it is important for you to master the foundations of sales and marketing
psychology. Here, we will talk about the 11 psychological sales triggers, the
very foundation of sales and marketing psychology, so as to enable you to
convince practically anyone to buy whatever you are selling.
If you are ready, let us go ahead and discuss these 11 psychological sales
triggers.
Psychological Trigger #1: Fear.
Fear is one of the most basic and most innate emotions – and this holds true
not only for humans but for all members of the animal kingdom. Since
human beings are sentient, we feel this emotion particularly strongly. The
universality, as well as the instinctive nature of fear, makes it a very powerful
motivator. We see the power of fear almost every day, from electoral
campaigns to health advisories. One common example of how fear is often
used as a motivating factor is in the case of anti-smoking ad campaigns. In
certain places, cigarette manufacturers are mandated to include a graphic
warning as to the negative health effects of cigarette smoking. Anti-smoking
advocates also employ a similar strategy, with anti-smoking ads showing
graphic images of how long-term cigarette smoking can affect the human
body. By capitalizing on fear, one can move the target audience into action.
That said, you must be careful when using fear and must only use it in the
right way. One way of using fear when marketing a product or service is by
amplifying a negative effect. For example, soap commercials would often
place emphasis on bacteria, virus, and disease transmission. In the same vein,
those selling locks would often talk about criminality and the possibility of
