Advertising on Internet

There exists a definite art and skill to quality sales copy. It's entirely about making your reader to really buy into what you are trying to sell him/her, and the best manner of accomplishing it is by finding the right buttons to push and then utilizing them. It's not precisely rocket science, but in order for it to work, you must find out what the right buttons are, and then set about pushing them in the right order: apprendre a tricoter. You do it by researching prior to putting pen to paper. Let me show you a little example.

A young guy goes into a BMW automobile showroom someplace in the US. He is quite interested in the BMW M3, an excellent sports saloon with a reportedly top end performance and sleek, elegant lines. Although he has the money, he has not yet settled his mind completely, therefore his visit to the showroom to check the model out one more time. As soon as he enters the showroom he is neared by a vendor who asks him what the number one attraction of the M3 is for him. The young guy answers that it is the automobile's performance in terms of fastness and power that truly attracts him. The vendor senses that the prospective buyer is not yet fully committed and thus he engages him in further conversation. What he is doing, is looking for the emotional buttons that once pushed, will convince the young guy that it is beyond question the right automobile for him. His subtle digging uncovers the fact that the young guy's girlfriend is a cute college student, and intuitively knowing that this is the emotional lever that can close the deal, the vendor appeals to the prospective buyer's ego. He aids our young guy to picture himself driving this gorgeous car, top down, along with his beautiful girlfriend in the passenger seat, arousing the envy of both his friends and hers too. It's simply the thing to seal the deal. By coming up with the guy's correct emotional buttons to push, our vendor has convinced the young guy that the M3 will give him merely what he wishes; not only the fastness, but more significantly, the right image.

So what happened to the idea of the man wishing the car because of its speed and acceleration? Actually that idea never really vanished, but on a deeper, more subconscious level, the young man really had that secret hope to impress and to be admired and jealoused. Even the idea of speed can be identified with flashing and attracting attention. Our young man might not have reflected in those precise terms, but the hope was here, and this is what the salesman acknowledged and "milked" until the sale had taken place.

You might ask yourself why trouble oneself to research. The reply is simple. Our vendor in the tale above had the opportunity to quiz the young guy softly to prize out the fact that evidenced to him which buttons requiring pressing. But as a copywriter you do not have the same opportunity to quiz your reader face to face. This is exactly why you want to do your research; to establish the wishes, motives and desires of your prospective readers. The reality of the issue is that most people make purchases based on their emotions, and their intuition. If you can exploit those elements and press the appropriate buttons by your speech, you will encourage people to conform to their emotions and buy.

But never forget that most persons don't wish to be sold to. They like to buy, but they also wish to feel that it is they who are deciding. By overfilling articles with overmuch sales "hoopla", you are probably coming across as if you are working too hard; that you are trying to brow beat the reader into submission. It's just like the good old pressure selling at your door, and it will evoke exactly the same response, your reader shutting the door in your face! By adopting a more insidious method and softly appealing to the characteristics of your audience, as revealed by your research, you may lead them softly into deciding the way you wish them to, but apparently reached by themselves, and entirely by pressing the correct emotional buttons.