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The goal of the copywriter, first and foremost, is to sell a product by the use of text enhanced with subtle copywritng techniques. He employs his knowledge of things such as 'buyer emotions' and the powerful deep seated desire for the social benefit we all want and expect from our purchases to trigger the sale. A man who owns a Mercedes, for example, wants to be identified by others as someone who is in the group worthy and powerful enough to afford the expensive high performance automobile. The copywriter understands we all “buy with emotions and justify with logic.” Understanding the basic sales dynamic observable in all human actions is fundamental to successful copywriting. Here is how it works. When we are hungry we remove the pain by preparing and eating delicious foods that give us great pleasure. We feel wonderful for awhile but soon become hungry again and repeat food preparation and consumption. Most of out daily activity is aimed at resupplying ourselves with food. Our pain is the motivating factor that causes us to take the required action to end the discomfort. The appearance of discomfort and our constant state of need drives out lives. It is central to all our actions. It is the reason we do all the things we do. It is also the reason we buy. Whenever a change takes place in our lives we experience discomfort. Then we seek to make a purchase to get rid of that discomfort and place ourselves in a state of satisfaction. In the process we often research the available solutions for purchase and, when we find the one that best matches our overall needs, we buy. The effective salesman, then, simply provides us with accurate information on the available solutions. He knows if, during this process, we decide we like and trust him we will buy from him. He has successfully entered the conversation going on in our head and assisted us in making the buying choice best for us. By employing his knowledge of the sales dynamic and his knowledge of techniques that trigger the emotions that bring about a buying decision, the copywriter sells his offered solution. To do this he must have a complete understanding of the all the relevant needs and personality of the type of person who is most likely to buy his product. He must also know which buyer emotions and social benefits his target group buys with. By understanding these he is able to aim his copy precisely at the feelings and issues that cause us to buy. He 'triggers' the sale. In his expertise he is much stronger at getting the sale than those who don't have this knowledge. His ability to employ his knowledge successfully is the reason he commands the highest pay of the sales force. Becoming knowledgeable about marketing and buyer emotions and the basic sales dynamic greatly enhances our understanding of the people we must deal with daily in order to meet our needs. It makes all events and all of history comprehensible. It teaches us exactly how to keep ourselves safe in any situation with other people. It allows us to comprehend why politicians and governments say what they say and do what they do. We know how social institutions we are born under keep us on the treadmill, always doing as expected. Looking at things on TV and the topics brought by other media channels to the attention of the public from the point of view of marketing makes the intent discernible. The reason for all such things becomes crystal clear. Studying copywriting and marketing will give you much. View source documents for this article at http://astore.amazon.com/veloso-20
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copywriting, buyer emotions, social benefits, sales, sales triggers,
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