The psychology of a customer ultimately influences her purchasing decision. So, you can begin from this end of the sales process and gain more clients within a short span of time. Playing on the psychological advantage is effective for every product, be it a computer or furniture, but can be particularly effective when you sell flowers. One of the first things you need to do is write a compelling copy that has a major psychological influence on the prospective customer base.
Justify information
Your target audience might be bombarded with marketing stuff all the time. An undesirable repercussion of this aggressive marketing method is that customers become very suspicious.
In other words, customers know better than to believe everything they read.
In such a scenario, you need to undo their psychological wiring and give them proof to justify what you say. When you write a copy, concentrate on stating facts and backing them up with strong stats and figures. By doing this, you appeal to the customers’ sense of logic to make the decision.
Psychologically, they are more than likely to believe you.
‘You’ is the keyword
Your customer does not visit your website to do you a favor. When a customer visits your website, she looks for something that is of value for her. So, the copy you create should make generous use of ‘you’, and less of ‘we’.
When you use sentences such as ‘you receive…’ and ‘your flowers…’, rather than ‘we offer…’ or ‘our contribution…’, the customers’ ‘ego’ is satisfied. They feel good and are more likely to convert.
Get personal and direct
If you want the psychological advantage, write the copy in second person speech. Talk to the customers directly. Ask questions, give answers and stimulate their minds.
This kind of content is definitely more engaging and triggers readers to think about what you write. Their logical mind processes the information and if your presentation is good, you can convert more shoppers into customers.
Additionally, do not make the copy unnecessarily verbose because it tends to get boring and monotonous. Keep the content short, crisp and exactly to the point.
Include anecdotes, case studies and real life experiences
People relate to people. Use this to benefit and include interesting anecdotes, examples and case studies when appropriate. This way, readers form a psychological bond with your copy because they relate to the characters in it.
You could begin your writing this way and once you gain the emotional advantage, follow on to promote your products. The returns will be more pronounced.
In order to gain the psychological advantage, you need to understand your target audience thoroughly. Tailor the copy around their lifestyles to obtain great results.
Excellent post. The word , “you”, really is the most powerful word you can use in marketing. People naturally want to feel like they belong to something that can change their lives. If you talk about a product without telling how it will benefit the customer directly, they will become disconnected and move on. But if you tell them, how much it can change their lives, they connect on an emotional level, which is why people buy in the first place.
This article came right on time. I’ve been reading up on copywriting techniques, but they mainly gave examples, but didn’t explain the “why’s and how’s”. Now it makes a lot of sense that people respond to certain words without them even realizing it.
The best thing is to, first of all, read about why’s and how’s and then look into specific examples.
I totally agree with ‘you’ being the keyword! Customer service needs to provide the customer with a feeling of self importance, as though their needs are going to be met. Nobody wants to do business with someone who is only looking for personal gain! Great article!
I agree that the psychology of a potential customer plays an important role in her purchasing decision. Based from my own personal experience as a buyer, I can only state these two facts – about to buy & intend to buy. When I am about to buy, all I want to do is to look for a good deal for my purchase. While if I intend to buy something, all I do is check around which product that can give the best value for my money.
It is in the second state of purchasing decision (intend to buy) that most potential customers are in. With this in mind, the copy should be written in such a manner that these customers are converted into buyers.
Very good article. I think is great that you wrote about the psychological side of selling, which many people ignore. Psychology can be the most powerful tool a man has, if used properly, and it’s great to see its power acknowledged in an online article.
I agree that addressing the customer directly with the pronoun “you” is powerful and persuasive especially in this context, as flowers and floral arrangements so often have underlying emotional resonance.
We are likely thinking of our recipient with some level of caring or love. Or we may be reminiscing about a time when we ourselves were the recipient.
So we are trying to find the flowers that are perfect for our occasion. And lo and behold, someone is addressing us directly!
It harkens back to the old marketing strategy of focusing on the customer’s perspective; WIFM –” What’s In It for me?”
Great tips. Many thanks!
I agree. Using the word ‘you’ makes the approach more directive and personal. At the same time, the copy should also highlight the benefits to the customer, and not just mention the features.
I was just reading an interesting article in Slate recently that pertained more to image ads, but I think the general concept was interesting overall. Basically they were doing some research on companies who were using these really bizarre display ads (you’ve probably seen them, the ones with the dancing silhouettes and other strange stuff, sometimes that has nothing to do with the product at all). Their takeaway was that purposefully making the ads look “bad” made them more effective overall because they stood out from the general blindness consumers are developing to online advertising. Also, they noted that the brands who were using these had nothing to lose really because they weren’t established brands to begin with.