WORDS TELL, EMOTION SELLS
People’s emotions are the primary motivating factors for buying. People buy on emotion and justify their purchases with logic. Both on and off the web, a strong copy platform is built on proven emotional drivers such as anger, exclusivity, fear, greed, guilt, and salvation, to name a few.
Take a look at the first screen of the 24 Techniques for Closing the Sale website (Figure 1.6). Notice that good web copy starts with a dramatic promise.
Headline: These Ain’t Your Granddaddy’s Closing Techniques, Boy!
Subheadline: These are 24 of the most ruthless tactics—kept under wraps for years—that can turn even your most hard-nosed prospects into cash-generating customers.
FIGURE 1.6 Screen shot of the 24 Techniques for Closing ...
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