01-10-2010, 12:01 AM
I just read a sales writing report from one of the world's most respected forums for copywriters.
According to this report, the typical person:
Decides almost everything in life based on their emotions, then tries to use logic to create a justification that sounds good.
Is driven primarily by fear that they'll miss out on feelings such as an adventurous rush of excitement, being in power over others, being accepted and being around others who admire them and are also just like them.
Is terrified of making a mistake, with any loss of social status the greatest possible mistake.
Can be readily scared into making purchases.
Lusts after hidden, exclusive, "secret" information.
Wants to preserve themselves first, and then enjoy a fantasy of sex: for men, a specific picture of a hot babe they can imagine is there to please them; for women, a vague romantic fantasy to project themselves into.
Assume that someone who seems passionate and enthusiastic is probably an informed expert about what they're saying.
Simply can't be flattered enough and never sees through flattery.
Wants to feel that they're in an exclusive inner circle that makes their peers and neighbors envious.
Expects things should be instant, fast, easy, simple, and just done for them.
Wants to talk, talk, talk about themselves and really doesn't give much of a damn about others.
Gets bored of anything that doesn't directly affect them at about 300 words into a story.
Really likes "social proof" that shows that "people like me" are buying the same thing.
Assumes celebrities are likable, trustworthy, honest authorities on whatever they promote.
Assumes that well organized presentations with nice graphics mean that the presenter is honest and reputable.
Likes a sale based on the seller's embarrassing mistakes or desperation.
This explains a lot of successful advertising that just makes no sense to me.
Responses to the article: "wow," "great stuff," "brilliant," "such a great resource for copywriters."
Am I on the wrong planet or something?
According to this report, the typical person:
Decides almost everything in life based on their emotions, then tries to use logic to create a justification that sounds good.
Is driven primarily by fear that they'll miss out on feelings such as an adventurous rush of excitement, being in power over others, being accepted and being around others who admire them and are also just like them.
Is terrified of making a mistake, with any loss of social status the greatest possible mistake.
Can be readily scared into making purchases.
Lusts after hidden, exclusive, "secret" information.
Wants to preserve themselves first, and then enjoy a fantasy of sex: for men, a specific picture of a hot babe they can imagine is there to please them; for women, a vague romantic fantasy to project themselves into.
Assume that someone who seems passionate and enthusiastic is probably an informed expert about what they're saying.
Simply can't be flattered enough and never sees through flattery.
Wants to feel that they're in an exclusive inner circle that makes their peers and neighbors envious.
Expects things should be instant, fast, easy, simple, and just done for them.
Wants to talk, talk, talk about themselves and really doesn't give much of a damn about others.
Gets bored of anything that doesn't directly affect them at about 300 words into a story.
Really likes "social proof" that shows that "people like me" are buying the same thing.
Assumes celebrities are likable, trustworthy, honest authorities on whatever they promote.
Assumes that well organized presentations with nice graphics mean that the presenter is honest and reputable.
Likes a sale based on the seller's embarrassing mistakes or desperation.
This explains a lot of successful advertising that just makes no sense to me.
Responses to the article: "wow," "great stuff," "brilliant," "such a great resource for copywriters."
Am I on the wrong planet or something?