You WANT it. But, do you NEED it?

4 Comments · Tags: Copywriting · Internet Marketing · Persuasion & Influence

There are many different factors that make up the buying process of a consumer; and the most important one of them is the fact that people buy what they WANT, not what they NEED. This crucial fact is probably the most overlooked factor in the buying process and it is ignored by advertisers, marketers and copywriters alike.

Think about it from your own perspective. When you need a new car… what do you “mentally” go through from the time you decide you might need to start shopping around until the time you actually buy?

You determine that you really do need a new car. Perhaps yours is getting old and needs some major repairs, and you believe it would just be cheaper to buy a new one. Maybe your current car has a lot of mileage, and you’re in fear that things will begin to go wrong. It could be that you have seen a new model that you think looks really great!

If you’ll notice, there are three separate emotions that come into play above. Greed, fear and flattery. There are others that people base their justification on: guilt, exclusivity, anger and redemption are just a few of the most common ones.

When you begin to plan for your copywriting project, keep in mind that the buyer will first justify the purchase. That means you should offer a reason why your product or service is something that is a need – something that has a purpose – something the buyer can justify spending money on. Use one (or more) of the above emotions to choose an “angle” for your copy. Pick an emotion to base your entire piece on and work from there.

What happens next in your buying process?

You seek out what you want first – as opposed to what you need. This is an important step. Buyers almost always think first about what they want and later decide if they can afford it. Think about this for a moment. When you were shopping for the car you drive now, did you first look at the smallest and most economical car on the market? Most likely not. You probably began looking at models that were visually appealing to you. You might have always wanted that red sports car or a car made by Mercedes. The general population will be drawn to what makes them feel good about themselves. This step in the process is almost always driven by ego.

While buyers are in the “daydream” stage – that stage where they are looking at wants as opposed to needs – you, as the copywriter, should take advantage of making the customer drool! As you’ll see in a moment, the ultimate struggle, when it comes down to needs vs. wants, is on just how bad the buyer wants what you have. Using emotion in your copy is the best way to ensure that prospective clients come back to you once their buying process has concluded.

You considered what “needs” you had. Once the daydreaming is over, we all come back to reality. Maybe that Mercedes isn’t big enough for your family of 6. That sports car might very well get awful gas mileage (and the insurance could be completely out of your budget).

So you begin to make another mental list. This list contains the requirements you have. You need something spacious, something functional, and something that won’t cause an insurance payment that equals the car payment. But, boy! That Mercedes looks good! (See… the struggle is beginning already.) Keep that in mind… it is your best advantage!

You struggle with needs vs. wants. Here’s the hardest part for the consumer. How many times have you really wanted something that just didn’t make sense from one standpoint or another? Most people go through the same thing. Depending on their personalities, some struggle with the purchase of an ebook. Others will “impulse buy” until they reach high dollar items. Regardless, everyone – at one point or another – faces the needs vs. wants ordeal.

In the buying process, if the consumer can justify making the purchase, he or she WILL indeed buy the product or service. Almost all people are driven by justification. If they feel there is a good enough reason to buy… something they can tell themselves will be used many times, will save them money, will save them time, etc… the sale is as good as made.

This is the time copywriters must put their best foot forward. Your mission – should you choose to accept it – is to create a presentation so filled with emotional triggers that the customer will decide that his “need” and his “want” are the same thing. This is how you evoke a buying mood.