Psychology in Marketing

Are you using Psychology in your sales copy.
 
It is no secret that you need to be versed in Psychology
if you are selling a product or service online or offline.

The problem is mostly in online marketing, because you are
selling to a group of people, (instead of one,). In your
group are people with different hotbuttons (personality traits).
Hotbuttons are imagnary buttons you push with your sales copy
to urge your prospect to act in a way you want them to act or
accept your propsition.

But if you are selling to a live audience of several people
offline, you must make your sales speach appeal to all people
with different hotbuttons in the same way as in your online
sales letter
 
Yes, everyone has at least one hotbutton. If you want people
to do what you want them do you must push their hotbutton.
IF you are not writing your copy using those hotbuttons in
your sales letter you are leaving money on the table.

The problem is not every one has the same personality and not
everyone has the same hotbutton. So in this case what do you
do? 

After much study, Psychologists has determined, even though
every person has a different personality, there are only 6
personality traits.

By utlizing these 6 personality traits in your sales letter
you can communicate effectively with every personality trait.

Ok, I won't keep you waiting any longer. Here are the 6
personality traits and what they want before they will buy.
  
1. Benefiters

These are the people that wants to know "whats in it for me".
As you can guess this will cover about everybody. We all want
to know how your product or service will benefit us. Will it
make us more money, will it save us time, will it make us look
younger, more healthier. Be sure you cover all the benefits in
your sales copy or speach.

HOTBUTTONS: Copy focused on Wants and needs

2. Fact Finders

Some people consider these to be the most difficult people to
sell to. They are obsessed with the specifics of your product.
If your product will get them 10 more miles to a gallon of
gasoline, They want to know where and how the product was tested.
Did you use regular or hi-test gasoline, did you
have a 20 mile an hour head wind or tail wind, what was the
weather so on and on. If you don't give them the facts they want
they most likely won't buy, but if you give them all the facts
you will more than likely have a customer.

HOTBUTTONS: Facts, numbers, statistics

3. Feelers

These are people that depends on their feelings. As a whole
they are highly emotional. It depends on how they feel today
as to whether they will buy your product or not. With a little
planning on your sales copy or speech you may direct their
emotions/feelings toward your product and make a sale. If not
you can try again in a couple of days either by mail or e-mail

HOTBUTTONS: Positive reinforcement, vivified and picturesque
copy

4. Back Scratchers

These people want to know, "If I buy from you what will you
do for me?" Only after you have displayed your williness to do
something for them will they buy. This is where your bonuses
comes in. If you buy today you will receive these bonuses.
These people will read a 25 page sales letter for a $29.00
product to find out what you will give them if they buy.

HOTBUTTONS: Rewards, bonuses, incentives

5. Tried and tested

These people only want to buy things that have been tried and
tested. Guarantees doesn't help much here. You have to prove
that someone has tried your product and received the disired
benefit. Maybe they have been burned a time or two or a number
of other reasons. What ever the reason you must overcome it.
If you built a new bridge they will follow others over the
bridge but they won't be the first to cross.

HOTBUTTONS:  Testimonials, Examples of other's success with
your product,

6. Sense of Priders

Why do you think people buy Lincolns, Cadillacs, Mercedes.
It isn't because they are cheaper to operate, go faster,
last longer. It gives them a sense of pride, builds up their
ego. Maybe your product won't have this effect on your customers
but you must make them believe your product will bring about
a change in their life, "make more money, get a bigger house,
take exotic vacations", that will give them a sense of pride
 
HOTBUTTONS: Positive images: vision, dreams, goals,

Now you have the Hotbuttons to push for each personality trait.
Since you will have some of each traits in your group you will
need to use as many of the buttons as you can. If you miss some
buttons in your copy you will miss some sales and some money in
your account.

If you want to separate you group into personality groups
you can do that by using ads. Write a product ad using
different Hot buttons in each ad. Track the response you get
on each ad. Maybe set up a different responder for each ad.

Some people think testing is where the money is but after you
have separated your group you will need to write 6 sales letters.
I would rather incorperate all the different traits in one
sales letter. But, it's what ever flips your switch.

Yours successfully,

Delton
http://realsmartsite.com/L/mpm.html

Delton Hathcock is retired and decided to
enter Internet Marketing to continue his
passions of sales and training. His training
is mostly through e-books and news letters
and it's free.
http://seeinfosite.com/mail/YNL.html