Write Your Content to Match The Way People Buy

This blog first appeared on our sister blog, Briar Copywriting Ltd, but we wanted to share it with you here also.

If you knew what made people buy, writing your marketing content would be a doddle, right?

I’m not talking about features versus benefits or anything like that; I’m talking about the processes that go on inside their heads when they make a buying decision.

Most people’s decisions to buy are made subconsciously so there are certain things you can do as a copywriter or marketer to nudge them in the right direction.

Prey on their self-centeredness

It’s a sad fact, but your customers really don’t give two hoots about your company (other than you’ll provide them with great service).

The only thing they care about is how you’re going to make their lives easier. They want you to make a difference to them, to take away their pain and bring them more pleasure.

If you can show them how your product or service will do that, you’re on to a winner.

Be different

You, just like your customers, are exposed to thousands of marketing messages every day.

Which ones do you take notice of?

Probably the ones that stand out, right?

It’s the same for your customers. If you can create something that’s different to everyone else’s message you stand a chance of breaking through the noise.

Use their laziness

There are a lot of adverts out there than use loads of words and some fairly abstract ideas, forcing the buying public to try and make sense of them.

The problem is customers are generally lazy and just want simple messages with relevant and eye-catching visuals.

Give them what they want and they’re more likely to buy.

Story time

Our brains have a tendency to pay attention at the beginning and end of things. Therefore, if your marketing is to have the right impact start strongly and recap your strongest selling points (i.e. your benefits) at the end.

Visual

Captivating videos and graphics will do the selling for you because people process and make decisions visually.

Emotion

How many times have you made a snap buying decision based on an emotional response to something?

Emotion is a powerful marketing tool – make someone think they’re going to miss out and they’ll buy. Whether it’s using adorable animal images to get donations for your dog charity or showing that only fashionable people wear your jewellery, emotion will make people buy.

Successful marketing comes down to giving your customers what they want – not only in terms of your product or service, but also in the way you tailor your messaging.