While an emotional trigger will help to stimulate buying behavior, when it comes time to justify the purchase buyers often seek out logic. No one likes to feel that they've been taken on a deal, and so the end result that even if the emotions have carried them away, they will always give a logical reason why they eventually bought the product. That's because people don't admit that it was an emotional response that instigated the buy, they'd rather admit there was a valid reason for the purchase.
Knowing this, that a logical reason may be necessary for some to close a deal, then you want to provide that logical reason just as you would attempt to resolve an objection before it is raised. It doesn't mean that the reason has to really make any sense, it just has to be enough to justify the purchase. It has to answer the question:"Why should I buy this product?"
The Strategy
Here you are going to aim a very definite reason why a customer should buy your product. It's typically done after an emotional appeal, to seal the deal and give your ad a double whammy. You are going to look at the demographics of your visitors and you are going to try to put yourself in their shoes. What would be the defining reason to buy this product?
There are a variety of reasons that can trigger different segments of the population to agree that to purchase your product makes sense.
If you are dealing with people who are budget conscious, you can go after economic reasons. Another possibility is to focus on health as a reason. Maybe they are getting older and more health conscious.
Maybe you are selling something to people who are sick. That can be a powerful reason to consider buying your product. Safety is also something is top-most in people's minds. This might work well for some people and not for others. Safety means different things to different people. For mothers, child safety might be the reason that you need to express to close the deal. For elderly people, it might be personal safety when they are home alone.
Aside from very logical reasons like that, you don't have to just concentrate on those. Sometimes some of the best reasons are status, especially if you are selling in the luxury market. In that case, the reason you give might be, "You deserve it!" Is there any logic to that? Not from an intellectual perspective, but from a reasoning standpoint it makes perfect sense to a certain subset of people, particularly the affluent.
Another reason that you can use is that it will enhance your personal or professional recognition. That can be a powerful reason for people who are dating or seeking some sort of career advancement. Again, the reason you choose should fit the demographic of people you are marketing.
The way this strategy works best is if you can get into the mindset of the people you are marketing and understand what type of objections they are likely to raise for themselves. If you are not sure what they are, you need to do a little market research with similar products that are selling online. Without understanding some of the potential objections that people might be thinking about when they view your sales page, you will not be able to successfully resolve them in a logical manner, and that's the key to this strategy.
Jose Amoros
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