Psychology Sells

It's no secret. The more you know about the psychology of
selling, the more sales you will make. If you do business on
the internet, it is extremely important that you know how to
effectively communicate to your audience using the written
word. The problem is, your audience isn't one massive,
homogonous blob made up of all the same stuff. Each person
in your audience is different and responds to different
messages in different ways.

Luckily, psychologists have narrowed the blob down to six
personality traits with specific hot buttons. When you push
as many of these hot buttons as you can, using perfectly
polished copy, you increase your profits. And that's the
whole point, isn't it?

Take a look at the list of personalities and their Hot
buttons. See where you fit in and then incorporate as many
hot buttons as you can into the copy of your sales letters,
email, website and any other promotional material that you
produce.

Fact Finders
These people are obsessed with specifics. The more
specifics and hard numbers that you can use, the more
likely you are to turn these people into customers.
HOTBUTTONS: Facts, numbers, statistics

Scratch-My-Backers
This group of people are motivated to action when you
display a willingness to do something for them in return
for their action.
HOTBUTTONS: Rewards, incentives

Tried and Truers
Some 'Tried and Truers' are actually scared to try new
things. These people need to know that they are not the
first ones to try out this new idea. They need to know
that what ever you are offering has been tried before and
has proven successful.
HOTBUTTONS: Examples of other's success, testimonials

Feelers
These are emotional people, often making spur of the
moment purchases. By creating the right mood and stirring
the right feelings, these people are motivated buyers.
HOTBUTTONS: Positive reinforcement, vivid and picturesque
copy

Benefiters
Exactly like their title, benefiters want to know about
the benefits of what you are selling. You need to show
these people how your product or service will help them
reach their goals.
HOTBUTTONS: Wants and needs focused copy

Sense of Priders
These people respond to offers that give them a sense of
pride, meaning and visualization.
HOTBUTTONS: Strong symbols and positive images: vision,
dreams, goals, the big picture.

And there you have the six personality traits that we all
share as human beings. Try to use as many of the hot buttons
as you can to increase your sales and profits exponentially.

To find out approximately what percentage of your market
belongs to each category, try this simple test. Write six
ads. Formulate each ad to appeal to a specific group of
personality traits. Run each ad once in your regular
advertising spots and track the results of each ad. Try this
approach with different publications. You'll be surprised,
different publications appeal to different segments of the
personality trait scale.

Good luck with your marketing, have fun and I'll see you on
the beaches of the world.