1. People make decisions emotionally - what is the emotional hot button here?
2. People justify decisions with facts
3. People are egocentric - “What’s in it for me?” On a deeper level, the question might be “How does this give me feelings of personal worth?”
4. People look for value - You must demonstrate a value that seems to be equal to or greater than the asking price. The greater the value relative to the price, the more likely people are to buy.
5. People think in terms of people - Your copy, therefore, should feature people through names, personal pronouns, quotes, testimonials, stories, photos of satisfied customers, etc.
6. You can’t force people to do anything - This means your job is to show how what you’re offering meets your prospect’s needs.
7. People love to buy - Instead of “selling” to people, try to “help” them. Sell good products, make appealing offers, and treat people fairly. That’s a surefire formula for success.
8. People are naturally suspicious - so it’s usually best to back up all claims with evidence, such as testimonials, survey results, authoritative endorsements, test results, and scientific data.
9. People are always looking for something - At its simplest, writing good copy is a matter of showing people how a particular product, service, or cause fulfills one or more of their needs.
10. People buy “direct” because of convenience and exclusivity - That’s why it’s wise to emphasize the convenience and exclusivity of what you wish to sell.
11. People like to see it, hear it, touch it, taste it, or smell it before they buy it - Think about how people buy things in stores and ask yourself if there is some element of that sensory experience that is missing from your sales message.
12. Most people follow the crowd - This is why testimonials and case histories are so influential.
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