How to Market to Your Customer’s Inner Spock

Emotion says yes, only logic closes the sale

Illustration of a brain in the form of money.
Photo by Morgan Housel on Unsplash, edited by the author

Once I was buying a hot tub from a spa store in San Jose. After talking with the salesperson and imagining life with a bubbly hot tub just outside my bedroom door, I asked, “What would be the tax on that?”

Immediately, the experienced salesperson did the smart thing. He said, “OK, I can see you’re serious about getting this model, so let me figure that out. Then the conversation shifted to delivery times, site preparation, and safety locks on the cover; all the practical considerations. We transitioned from dreams to brass tacks.

Dear reader, I bought that hot tub.

Convince Hard-Nosed Customers With Reasons to Buy

People make decisions with their hearts and guts, but justify them with the logical part of their brains. If you’re in sales, you’re keen for that moment where the customer shifts from an emotional mindset to one in which they’re ready to buy.

Marketing can feel more complex than it needs to be. Figuring out what to say and what to leave out to attract the most satisfied customers can make you feel like you’re drifting, especially when you’re selling your products online. Without real-life human clues, you must anticipate every little thing. As a copywriter or marketer, you might even feel like you’re at a disadvantage to the live salesperson because you’re not there in person to counter objections and answer questions.

There are ways to get around that, though. One of them is to couch the customer’s emotional benefits within the voice of reason.

They’re Waiting

Your customers are waiting for you to show them the logic of buying from you. Even your ideal customers — the ones who are crazy about you — still need “buy-in” from their analytic side. They’re hoping you’ll give them some good ones. Facts and statistics satisfy the logical part of the brain.

As you create content for any inbound marketing campaign or sales page — and blog posts, tweets, Facebook updates, and comments — you attract people who like your stuff. They comment on your sites and retweet your posts. They naturally consider purchasing something from you when you make an offer.

If your ideal customer is emotionally sold on your offering, you’re already more than halfway to earning their “yes” and an actual sale. But just because the wheels are set in motion, doesn’t mean the transaction is a done deal. You still have to close the sale.

The Battle Inside the Brain

When people decide to part with their hard-earned money, two internal oppositional warriors are duking it out inside the brain. The passionate, carefree, child (the limbic part of the brain) screams, “I want that!” while the eternal skeptic (the prefrontal cortex) makes sure you’re not hastily agreeing to something you’ll regret later. This is the voice that says:

  • “What if I hate it?”
  • “How complicated is it to use?”
  • “Is there a guarantee?”
  • “What comes with that?”
  • “What will the cool kids think?”

The risk-taking limbic system is already pulling out its credit card, but the prefrontal cortex puts on the brakes. It wants some answers. The marketer must provide them.

Copywriters lead and allow people to convince themselves they are making a smart buying decision by showing them it’s being made with logic and reason.

Believability is what makes someone receptive to your words, and “logic in copywriting” transfers that believability back to the customers. By injecting logical reasons for purchasing a product, service, or program, copywriters ensure that the customers have everything they need to believe in themselves (which turns them back to their emotions).

Logic, Naturally

A copywriter’s goal is to help their readers feel, “This is a solid purchase. I’m smart to say yes to myself in this way.”

Your customer wants to feel assured that they’re making a sound decision about their purchase. And you already know how to start to do that. Answer the questions, why, how, when, where, and what. Don’t just list cold hard facts and statistics… go deeper and show how they actually benefit the user. Then show what that looks like in the customer’s life.

For example, say you sell a computer peripheral that allows users to make quick keystrokes without errors. What you are really selling is something that enables a team to work more efficiently and accurately. If the purchaser of this tool is a department head or manager, you’d describe the feature that prevents errors and then talk about the time and efficiency (“35% fewer errors,” etc.) their department is sure to gain if they install your product at every workstation.

You might even remind them that with these stats, they’re going to look like a rockstar to their boss!

Or maybe your business is delivering groceries to the homes of elderly customers. You’re selling not only convenience but a service that provides a personal touch and a social “bright spot” in the day for seniors who may not get to leave the house very often. In this case, you may be marketing to the adult children of their older parents. You’d describe one aspect of the service (bringing groceries in and putting them away) and explain how it improves the lives of both the senior and the adult child. By alleviating an extra trip to the store from their busy week, you provide a service that has multiple practical benefits:

  • They gain more time to spend doing something pleasant with or for their parent.
  • They gain peace of mind because someone will be “checking in” on the parent when making deliveries.
  • They save money on gas, and reduce wear and tear on the car.
  • They eliminate the possibility of an accident or fall in public.
  • They get the satisfaction that they are allowing their parents to stay independent in their homes as long as they can.

With logical explanations, the value multiplies. Throw in a few facts and figures about aging-in-place and you’ll solidify the necessity of hiring you.

Your customers may simply want a product because they intuitively know it will improve their lives. But how do they know your solution isn’t too good to be true?

Before writing copy, do this background work.

Building Your Case to the Prefrontal Cortex

First think through features or benefits which satisfy some of the following concepts:

  • Usefulness.
  • Durability.
  • Practicality.
  • Minimizing risk.
  • Ease of use.
  • Longevity.
  • Security and safety.
  • Support after purchase.
  • How it will save them money.
  • How it will make them money.
  • The service provider’s or manufacturer’s experience.
  • Convenience.
  • Health benefits.
  • Contributing to customer’s freedom of choice.

Back Those Claims

It’s easy enough to simply tell all the reasons your customer “should” feel good about the decision they’re about to make. But the funny thing is, they already want to buy it! You have to go further by presenting supporting facts or materials to back your claims.

A clear presentation is always helpful. Quantify claims whenever possible. Use numbers and statistics. If you have charts, spreadsheets, or infographics, use those.

Testimonials from satisfied customers also go a long way toward dispelling any doubts about your products. If you have reviews, give your customer access to them.

A money-back guarantee works well when the product is easy to deliver and/or ship.

Maintenance programs and great customer service swing customers away from the fear of product failure.

Finally, Paint the Picture

When framing your solutions for combatting the customer’s fears, incorporate the emotional side effects of quelling those fears. Bring your customer into the frame and allow her to connect the dots and imagine your solution working out in real life.

Ironic isn’t it? You spend tons of time thinking through the reasons someone should justify a purchase — when they’ve already emotionally made the decision! Consumers are delightfully complex creatures; the copywriter’s sweetest task is writing the words that allow your customer to see themselves after they’ve made that decision to buy.

Don’t forget to include relevant information about the company itself. Explain how you perform your incredible service. Describe the steps you took to develop your winning system. Show why you can honestly make that amazing offer and stand by it. Give your ideal customers the reasons they can feel good about their decision.

Even if they’ve already made up their minds to do business with you, your ideal customers need to wrap their brains around why this purchase is the right for them. Their own logical thought process needs to kick in and get some satisfaction.

You’re in business to make a connection with the right people so that they become your customers and clients. With copywriting targeted at the buyer’s logical brain, you’ll prevent buyer’s remorse before it can take root, attract your ideal customers, and clinch the sale. Remember, your customer wants to buy; they just need a good reason.

Written by

Curious mom, writer, & lymphatic massage therapist. I teach a persuasive writing course, too. Start here: https://www.jenmcgahan.com/power-words

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