Persuasive Copywriting: Using Psychology to Engage, Influence and Sell
To find the real reason why customers buy was to find the emotional core of the promise your ad needed to make. Said Kennedy in a book by the same title, “To strike the responsive chord with the reader ... is to multiply the selling power of every reason-why given.”
John Forde • Great Leads: The Six Easiest Ways to Start Any Sales Message
Once you’ve created an emotional need to buy, you need to give them rationale to support it.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
To test the emotional power of benefits, I wired up subjects to measure activity in both brain and body while they read different versions of a sales pitch. On every occasion, those listing benefits rather than providing product details produced a more positive response and a greater readiness to make a purchase.