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Issue 7 > How to make people want your products.

How to make people want your products.

Miguel Alvarez outlines buying triggers.

People don't buy what they need, they buy what they want. And these 'wants' can be triggered in the prospect's mind by summoning common emotional buying states in your copywriting.

The most common buying emotions you can use are: greed, fear, flattery, guilt, exclusivity, anger and redemption.

As a matter of fact, this strategy is being used on you a lot more than you'd imagine. All you need to do is flip through a magazine or watch some television. As you do, try to identify the emotion being used on each ad.

Go ahead and do it now before reading this information. When you're done, come back because we're about to go over the bases for these emotions and how to gear your copy toward at least one of them.

The chart below will come in very handy as you write. You might want to print or save this image and keep it handy as a reference tool.

The emotional basis for your copy will greatly depend on your target audience as well as the product or service you are offering. You can either use the emotion in its current context, or pull-out a desired response.

For example, if you are selling self-improvement e-books to women seeking to lose weight, you would most likely choose one of the following: fear, flattery, guilt, anger or redemption.

Fear. Because most have tried to lose weight and failed… many times before.

They are tired of the yo-yo effect. They don't mind paying for help, but they are tired of being taken advantage of.

Flattery. Because every woman wants to feel good and look good.

By describing the compliments the woman will receive on her figure, you can trigger an emotional response geared toward something she will receive rather than something she currently has.

Guilt. Because most women will put themselves last. Their family, friends and work come before they do.

Guilt most likely would not apply to men in this situation as men don't harbor the same emotional standing as women do in this area. However, women need to know that doing something for them is all right—and in this case will also benefit their families, friends and employers due to the improved health they'll receive with weight loss.

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