The below video was sent to me by one of my sales page boot camp graduates because it reminded him of some of the material we covered on the weekend course.
The video is Simon Sinek’s TED Talk called: “How Great Leaders Inspire Action” and it’s brilliant if you want to really get to the heart of how to sell an idea to someone AND inspire them to take action on it. (The fact that Simon is also a bit gorgeous helps with the viewing…)
If you don’t have time to watch the video (I put off watching it for days because I just didn’t know where I’d find 20 minutes and then once I’d watched it wish I’d seen it straight away…) then I’ve written below why it’s important to appeal to your customer’s emotions in your content and a few simple ways you can do this.
Why You Need To Appeal To The Gut Instinct
Simon explains that all our decisions come from the part of the brain that deals with feelings and this part of the brain that “has no capacity for language.”
In advertising and copywriting we know that people buy on emotions and justify with reason which is why appealing to the gut instinct and how our customer’s feel is so important.
As the famous quote from Maya Angelou goes:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
And in copywriting this is why painting a picture of how your customer is going to feel when they engage with you, your company or your product is far more important than simply telling people what the features are.
So how can you appeal to that gut instinct?
Know What Makes Your Customer Tick
Think of your ideal customer and ask yourself what motivates them.
Is it the fear of losing something? Or the desire for personal gain or personal development? Do their heart rates increase when they think about making money, or is committing their efforts to a a good cause and inspiring others more important?
The first step to getting your customer’s gut instinct to say yes to you is to know what stirs their motivating emotions.
Give Them Confidence In You
No matter how pretty the picture is that you’ve painted, if your customer doesn’t then believe that you can do what you promise, their love for you is going to turn cold quickly. So give them plenty of reasons to believe that you are the real deal and that you can be trusted by including in your writing:
- Expert advice that they can use and trust
- Testimonials from others
- Proven results of what you’ve achieved
Make It Easy For Them To Take Action
Simon uses a fantastic example of how in the summer of 1963 250,000 people turned up to hear Martin Luther King speak without the ease of the Internet, text or other technology to spread the message. This showed the power of having a powerful and convincing reason helped people overcome obstacles and take action.
But why make things any more difficult than they have to be?
do not trust in having a strong enough reason for people to overcome obstacles and take action with you. Make it as easy as possible for potential customers to respond to your call to action by:
- Telling them explicitly what you want them to do
- Removing distractions from this action (by ideally having ONE call to action)
- Making it as easy as possible for them to take action (clear “Buy” buttons, easy to use contact forms for example)