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Tips for Psychological Selling

28th June 2016

Many copywriting and marketing gurus teach simplistic ideas about psychology. They insist that people can be fully understood and manipulated with a checklist of motivators or pyramid of needs.

Yet people are highly complex and often mysterious, and we all sometimes struggle to understand our fellow humans!

 

However, here are 5 basic psychological tips that can help you sell and write compelling copy.

 

  1. People make decisions emotionally

They decide based on a feeling, need, or emotion, not though a logical thought process. That’s why intangible benefits are the keys to persuasion. When you’re writing, you should ask yourself, “What is the emotional hot button here?”

 

  1. People justify decisions with facts

Example: a man sees an advertisement with a photo of a sports car and instantly falls in love. However, he can’t bring himself to buy the car based on a feeling, so he reads the copy for technical details about the powerful engine, safety features, and low maintenance. He wants the car because it makes him feel good. But he buys it only when he can justify the purchase rationally.

 

  1. People are egocentric

The word “egocentric” means centred around the ego or self. We all see the world in terms of how it relates to us personally. So when your copy asks someone to do something, it must also answer the unspoken question, “What’s in it for me?” On a deeper level, the question might be “How does this give me feelings of personal worth?”

 

  1. People look for value

Value is not a fixed number. Value is relative to what you’re selling, what others charge, what the prospect is used to paying, how badly the prospect wants it, and how the prospect perceives the difference between your offer and others.

You must demonstrate a value that seems to be equal to or greater than the asking price. The greater the value relative to the price, the more likely people are to buy.

 

  1. People think in terms of people

The human brain is not a computer, calculator, or information processor. Scientists have shown that its primary function is to deal with social interactions. Remember how some mathematical questions in high school were stated as real-life situations? They were always easier to understand and solve than abstract problems.

Your copy, therefore, should feature people through names, personal pronouns, quotes, testimonials, stories, photos of satisfied customers, etc.