How to Make Customers Excited to Buy (Even if Your Product is Boring)
How to balance features and benefits in your sales copy
The first thing you learn in any sales or copywriting course is that people buy based on emotions. The second thing you learn is that you need to appeal to a buyer’s emotions by emphasizing a product’s benefits over its features.
This is excellent advice for beginners. But, if you want to boost your sales, you need to do more than just appeal to a buyer’s emotions.
Expert persuaders understand that you need to master both the features and the benefits of a product if you want to get a buyer excited about it.
Buyer’s Psychology
Every buying decision is emotion-based. However, everyone believes that their choices are fact-based. The most effective sales pitch creates the illusion of giving a buyer the facts while actually appealing to their emotions.
Killer sales copy uses both features and benefits in a kind of sleight of hand routine. While the buyer focuses on the features, the sales copy triggers their emotions with the benefits.
Once the sale is made, the buyer will tell everyone they bought because of the outstanding features. The truth is that the buyer made the…
