When people browse through a website, what motivates them to start buying?
Ever since the dawn of Internet Marketing, this question has had various answers. If you are skilled in the art of motivating people to buy, then your conversion rate and total sales will be better for it. Wouldn't you agree that this can only be a boon for your company and its overall revenue?
So what motivates people to buy?
It is often said that you should give people what they need, because that is what they are going to buy. This may have been true a few years ago, but it is sad to note that this no longer applies with today's frivolous consumer market.
Instead, they go out and buy things that satiate their thirst for material wealth - which is why it is common to see families with wide-screen plasma televisions, expensive sound systems and a mini-bar stocked with the finest Scotch whiskey, but nothing but leftovers for dinner!
You need to pitch your product not as something they need, but as something they absolutely must have; make it so they crave your product and absolutely must get their hands on it.
People also buy because they want to get pleasure from what they buy. Someone doesn't walk into a car dealership and buy a top of the range Mercedes because they need it; a Toyota or Honda would have done the job just as well.
Of course, they will opt for the aforementioned BMW or Dodge Charger/Challenger and all the pleasure that comes with the package. Whether this is the comfort of the car, the joy of all the gadgets, or the fact that it is a status symbol they drive a Mercedes! Because people associate the word "Camaro" with "pleasure", they will invariably opt for the Camaro instead of saving a king's ransom by buying a more spartan, yet nonetheless useful option.
Similarly, people would often buy something because they need an ameliorating factor of sorts to something. For example, Volvo's are one of the best selling cars in Europe. No way, you might say. Yes indeed, and we are aware of this automobile's aesthetic deficiencies, and we are aware they are not as luxurious, flashy and/or costly as a Jaguar, Mercedes or Aston-Martin. Volvo's sell well because people want to avoid the pain associated with car accidents. Volvos appeal to the innate desire of people, especially family men and women, who want to make sure the people they love do not get maimed or killed by a catastrophic car wreck.
These are just three, but the most salient reasons people get motivated to buy. Appealing to these reasons for buying and integrating aspects of the above into your copy would inveigle casual web surfers and turn them into people who want to buy - and WILL buy - your product.
Spot your target market and ascertain their aches and anguish - you want to solve a problem with your product, otherwise they don't buy it.
By following the tips above, you can create DY-NO-MITE ad copy (thank you very much, J.J. Evans) and make your conversion rate SOAR!
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