Here’s a 4-step sequence for flipping the switch in your customer’s brain from “not interested” to “sign me up!”
The key is understanding buying psychology. Which you can understand if you’ve ever been hungry.
The other day I was writing a sales page for a client and my stomach started to rumble. So I rummaged through the kitchen looking for food.
I’d open the cupboards, look around, leave, wander back and do the same thing (as if I’d suddenly find a sandwich that wasn’t there the first time.) I had options, but nothing was doing it for me.
Then my brain started to automatically search for a solution: “Hmmm do I want pizza? Indian? Chinese?”
Then, I started to fantasize about biting into a delicious, crispy hunk of crab rangoon. So I picked up the phone and called the Chinese place down the street.
Excuse me while I dive face-first into this
Keep in mind, there are plenty of logical reasons why I shouldn’t do this. I could, for instance, save money by eating the cold cereal that’s been on the shelf for a month. That woulda been the healthy choice, too.
But after daydreaming about that rangoon, logic was out the window.
Now here’s the cool thing. You can manufacture that same process I went through for your readers. You can make them hungry. Show why all the other solutions aren’t right. Then make them crave yours until they hit the “Buy” button.
Let me show you how.
Below is copy from a sales page from Mark Michael Lewis. He’s a relationship and business coach over at GameofThriving.com. And he does a great job making the reader hungry for his product.
How to make your customer hungry for your product
Mark starts off the sales page to the Advanced Romance Course by creating a need for what he’s about to sell. He shows the reader the pain of being in a dull, lifeless relationship. And shares how it’s all-too-common in society today.
Take a look at this excerpt from the beginning of his sales page:
Look around you. If you’re lucky, you can probably count the number of your friends with long-term romantic relationships on one hand. Meanwhile, you see the bitter casualties of “romance gone bad” everywhere you look!
At best, most couples end up being passionless friends, parents, and roommates who occasionally have sex – that isn’t much to speak of. They may even love each other out of habit, but aren’t “in love” with one another.
At worst, they come to almost hate each other. They end up bursting at the seams, or cheat, or go numb (which may be worse) or. They wish they could somehow get out of the relationship, but stay together because breaking up is even scarier. Instead, they complain and whine and blame their partner because they feel cheated of the love and romance and passion they really want.
Yikes. Who wants that in their future? Nobody.
By hitting on the pain, the reader will automatically start to search for the solution. Just like how when you’re hungry you automatically start searching the cupboards.
Mark capitalizes on that by immediately transitioning into the solution. Now that he’s got the reader in touch with that pain, seeing the all-too-common future they don’t want for themselves, he throws them a life raft.
Identifying the solution
Here’s an excerpt from the next section where Mark introduces the cause of the problem, followed by the solution.
The truth is, your partner wants to fulfill your romantic desires!
they have no clue how to romance you, most everything they do naturally is wrong, and you are most likely training them to give up rather than get better at pleasing you.
It doesn’t need to be this way for you. My name is Mark Michael Lewis, and after 20 years of working with couples, I want you to know — once you discover your partner’s romantic formula, you can tap into their passionate desire to make your dreams come true, deeper and deeper, more and more,forever — And isn’t that what romance and relationship is all about?
Now we’re cooking!
Mark pinpoints the cause of the problem when he says your partner wants to help but you’ve been training them wrong. By giving a clearer understanding of the cause, we can now introduce the specific solution.
Which is exactly what Mark does when he brings up the idea of a “romantic formula”.
That name alone is smart. Giving the solution a label makes it clear and easier to grasp. It also adds intrigue. The reader’s going to hear that term, perk up, and say “Romantic fomula you say? Tell me more…”.
After this, Mark goes on to talk about his course. Which feels premature to me.
This sales page could have been more powerful if before introducing the course, he went into more detail on this “Romance Formula”. Specifically, where it came from and why it is the solution to this problem.
Think back to my craving for crab rangoon. That was the one food that would make me happy. Not pizza, not a burrito.
If you want your customer craving your product in that way you’ve got to show why it’s the only solution for them.
Mark was at the brink of that. He already had a clear, concrete thing you can only get from him (the “romance formula”.)
But how is that different or better than what thousands of other relationship coaches and therapists are teaching? We never find out.
If Mark expanded on that formula — what it is, how it was developed, how it has a “missing ingredient” from all the courses and coaches out there — that would help the reader see that as the sole solution. In the same way crab rangoon was the sole solution for my hunger.
Craving the solution
Alright, they’re hungry and identified a solution. How do you get them to crave it to the point where they throw all objections and barriers out the window and say “Screw it, I’m buying”.
Once I started daydreaming about crab rangoon, it was over. I was making the call. You can do the same thing with your reader.
I show you how to do this in-depth in my guide to writing Dream Copy (which you get free when you join my newsletter.) But here’s another way:
Before Mark introduces his course, I’d love to see three testimonials side-by-side. This would do two things critical before asking for a sale:
- Prove Mark is an authority who can back up the claims he’s making about bringing more romance into your relationship
- Paint a vivid picture of what their relationship will be like with that injection of romance
That second point is the one that’s going to get their mouth watering. Because it gives them a chance to mentally experience the benefits that come with your product.
So I might shoehorn in a section of copy that looks something like this:
Here’s what people who have used my Romance Formula have to say:
“My wife ripped my clothes off the moment I walked in the door, that’s never happened before.”
“He’s taking out the trash without me even asking. Last week he gave me an hour long back massage out of the blue. It’s been magic.”
“Our friends are saying “what happened to you two? You’re both glowing everytime I see you together.”
If you want your customer’s to crave what you’re selling, don’t just tell them what it can do for them. Show them. Back it up with proof and paint a clear, specific picture of what their life will be like after using your product. If you can get them dreaming and fantasizing what their life will be like, they’ll feel more compelled to buy from you.
The 4 Steps to natural selling
Real quick, let’s go over the 4 steps to natural selling that’ll get your reader craving your offer:
- Show them the pain they’re in or the pain that is potentially in store for them
- Show them the cause of that pain (if you can make this counter-intutitive, even better. By teaching them something new you instantly establish authority and credibility)
- Introduce the solution. Give it a name. Something proprietary to you. And show how it’s different/better than anything else out there.
- Paint a picture of how their life will be after buying your product. Let them see and feel this new life and get them itching to buy.
Follow that simple path and watch the sales roll in.
Get your reader salivating at your offer with Dream Copy
As I mentioned before, I created a quick step-by-step guide that shows you how to write your own Dream Copy.
This is a technique used over and over by top businesses in the personal development market. In fact, I show they are and how they use it in the guide.
If you’re ready to spark desire and breath new life into your sales page, enter your email to the box on the top right of this page and download the guide.