Basic psychology is found throughout all marketing and copywriting agencies. Some people can be coerced into buying things they don’t need with simple tugs on emotional heartstrings, but most are a little more complex than that. You just have to figure out what makes people tick and take an honest look at the human ego.
Most of our decisions are based on emotions, to some degree. They could be our emotions at that current time that are due to some unrelated event or outside stimuli caused by something at the time of the decision. This could be a certain need or desire that the person feels, rather than some logical basis of making their decision.
Sometimes you can motivate someone to buy something based off of rash, emotional decisions, but other times you’ll need a little more substance to go along with that psychological motivator. There needs to be a benefit that allows the customer to feel good about their decision and a means to rationalize it.
You have to know the value of your product or service in order to accurate gauge people’s interest and to successfully utilize these psychological motivators. Value is not calculated by complex math solutions. You have to research your competition, put yourself in the customer’s shoes, and determine how bad they want it. You can’t force the value (although some of the biggest brands are able to get away with inflating their worth tremendously).
The best way to establish a connection with your potential customers is to be the helping hand. Don’t just do a pitch and sell them to the “promise land,” that’s the oldest trick in the book, and people will never take a risk like that on something they’ve never heard before.
The Real Deal
Give people something they know they’ll be able to glean something from, whether that is from effective demonstrations, free trials, or free advice. This is the easiest psychological motivator there is: create the image that you want people to succeed and not just view them as another CC number.
The icing on the cake that will put your prospect’s minds at ease and close the deal is to wrap everything thing up with references, statistics, related stories, authority figures, and testimonials. Cheesy infomercial testimonials are just not going to work unless you’re airing in that sweet “insomnia hour” on television where people’s intuition is half-asleep on the couch with them.