A Copywriter Knows How to Make You Buy

How on earth can a copywriter know how to make someone buy?

It’s not as if we were all fitted at birth with a little button that can be pressed to make us open our wallets. Which is rather a shame because then my job as a freelance copywriter would be so much easier.

Let me start by telling you something that most definitely won’t make people buy – clever marketing. It doesn’t matter how pretty your ad looks, how witty your slogan or ironic the content, none of that will make your reader think ‘I must buy that’.

What will get them to open their wallets is when the marketing strikes a chord with them. It is exactly this that a copywriter must aim for; they must tap into their emotional reasoning.

Customers are canny creatures and they won’t buy just because you are trying to sell to them but they will buy if you can make them realise it would be of benefit to them to own what you are offering.

• It could give them the solutions to their problems
• Make them more attractive to the opposite sex
• Guarantee increased income

Just be careful about what you promise because you have to fulfil their expectations.

The key is to understand your audience, to get inside their heads and discover exactly what makes them tick. It’s not an easy thing to do and takes much practice but once you have mastered it you will be producing copy that will build customer confidence in your products and will make them want to buy.

Sounds simple, doesn’t it?