When web surfers visit your sales page online, they can be in various stages of emotion at their time of arrival. Advertising becomes more than just words on a page when you see your website from your visitor’s perspective. If you consider a purchase to be just a logical action by your visitors, you’ve missed biggest reason people buy.
No matter what mood your visitors are in when they visit you online, most effective web copy will develop something inside them average web page would not. You become, in a sense, an exciter as a copywriter.
The best copywriters in world are able to bring out certain “planned” emotions in their audience that would not normally occur by just looking at a regular sales letter or sales page.
Your first step as a copywriter will be to figure out what emotional needs your product satisfies. This cannot be determined with logical calculations; rather, it is a discovery of feelings for you. If you were them, how would using your product make them feel? What feelings would have to be developed in you just before pressing ORDER button to complete sale?
The feeling your customers get when using your product cannot be left only to sales letter. This emotional attachment to your product must be so complete, they almost feel as if they’re feeling something new just by using it.
This is not something you can completely control after purchase is completed, but you can ensure you guide them to purchase with a certain handful of emotions in tow. These emotions you bring out in them must be so strong, they last a short while after sale, as well. Customers often get buyer’s remorse shortly after a sale, but you can overcome this by making sure they’ll walk away possessing a feeling of doing right thing. If not, chargebacks for you will be monstrous.
These emotions will complete sale for you and close deal, almost as if you’ve grabbed them by hand on way to your secure online shopping cart and held onto their hand for two weeks or so afterwards. One way you can ensure this is to send them a couple of emails or letters, spaced apart, with copy in them that makes customer feel good about buying once again. Phone calls will sometimes work, also. Keep that feeling of pride in owning your product for a little while longer to make sure product really sticks.