Write Web Copy that Encourages Buying Behavior

Introduction

Marketers, advertisers and anyone who needs to motivate the behavior of others have long understood the power of language. And they have long understood the wisdom of employing the right words to drive those behaviors. Different words create different responses, and the use of certain words can even push us to do – or buy – things that we might not otherwise.

In internet marketing, this kind of motivational language is talked about as “keywords,” and the use of them can increase the likelihood of turning shoppers into buyers. This series of articles will discuss the use of these keywords in internet marketing.

The correct use of language in marketing involves translating the associations we make to words into the qualities of products or services that are being sold. So, for example, if you can incorporate the concept of “fast” into your business advertising, you can tap into the positive associations people have to the word and increase the attractiveness of what you are selling.

WORDS THAT ENCOURAGE BUYING BEHAVIOR

“Speed”

A classic example of the use of certain words to drive buyer behavior is the word “fast.” Generally speaking, people don't want to delay getting what they want, and to some extent our lives are built around this truism. The growth of fast food restaurants over the past several decades is clear indication of how we live our lives today. Fast food restaurants have redefined the dining experience as being more about speed than the quality or relaxation of dinner served at finer restaurants, or even at home. And even within the home, microwave meals, which are created within a matter of minutes and with little effort or clean-up involved, are now a norm. The speed they offer fits our busy lives.

Another example is Jiffy Lube, which has built its business around the idea of providing oil change services in 15 minute or less. The company has enjoyed success because it meets a significant priority in our lives: the need to get more done in less time.

But the way we respond to the word “fast” has more to do with the convenience that speed often provides. People also like the excitement of speed. Race car driving is one of the most-followed sports in the world because it offers this excitement. And, many people also enjoy driving fast cars because the experience can be exhilarating and exciting, and because fast represents power and energy.

Slow cars – and people – not only tend to finish last, they tend to be the object of scorn. The slow and steady approach may ultimately win the race one day, but we seem naturally attracted to the fastest car, runner, computer, etc.

How you put this into practice? If you were selling a high-speed printer, for example, you would highlight the increased productivity (speed) offered by the product by detailing how many pages are printed each minute. You would also use the word “fast,” because not everyone knows what the standard for speed is in printers.

The quick way to increase sales? Increase your use of “speed.”

WORDS THAT SAY BUY – “Guarantee”

Speed is very attractive to buyers. But so is dependability. So now we will turn to another critical word and concept to convey in your advertising copy: guarantee. Guarantees are very often offered with products and services sold today, and are perhaps more important than ever with sales that occur over the Internet, because there is less human interaction in which trust can be developed between buyer and seller.

Offering guarantees tells the buyer that you, as the seller, can be trusted and will stand behind your product or service. With a guarantee, buyers have the comfort of knowing that they will either be satisfied or will get their money back if they are not satisfied. It takes the risk out of the transaction.

The Clickbank marketplace is a good example. All products offered through Clickbank are sold with an unconditional 60-day, money-back guarantee. So, buyers know that if they are not satisfied, they can return the product within 60 days, for any reason, and receive a full refund. This kind of guarantee is a standard in both Internet and brick-and-mortar companies.

Guarantees exist in commerce because not all sellers are credible and honest, and many consumers have been the victim, at one time or another, of unethical business practices. As a result, buyers can be wary of losing their money and time when they make purchases. Therefore, credible businesses must distinguish themselves as trustworthy and dependable, and guarantees help to establish this credibility.

The use of unethical practices is so much a part of our lives, that even guarantees are sometimes viewed with skepticism. Questions arise as to whether the guarantee will be honored, and how the guarantee is defined. There are two ways to fight this perception. First, you must honor your guarantees. Second, you can register your product with a service, like Clickbank, which already has a good reputation for standing behind their guarantees and ensuring customer satisfaction. Services like Clickbank also save you some of the work of doing the selling itself.

A guaranteed is signal to potential customers that they have a measure of safety when making a purchase. Guarantees provide comfort that the product works and that they are getting what they think they are paying for.

Some sellers are concerned that offering guarantees will result in a deluge of returns. While some buyers will in fact send the product back, sales that were made because you offer a guarantee should far outpace the returns. And returns are not always a bad thing. Sometimes the reason people return products gives you important information about how to improve your product.

Bottom line: make sure your customers know they can trust you; offer guarantees.