Australian School of Copywriting

From: Bernadette Schwerdt
The Copywriting Coach

Once you’ve worked out why people buy you and your product, you can incorporate it into your copy for brochures, emails, website or any material you distribute to your customers.

Let’s say you sell life insurance.

If you didn’t know why people bought this product you might write a script that said:

“AMC Insurance offers life insurance, income protection and permanent disability. We have a product to suit all your needs. Call us to discuss how we can help you.”Pretty boring right? I don’t think many people will be buying that product in a hurry.

But if we knew why people bought life insurance, our copy would be completely different. It might go something like:

“You love your family. And they love you. Imagine how devastated they’d be if something happened to you.

Now, I’m really laying the emotional baggage on pretty thick here but you get my point right? Don’t promote the features such as life insurance, trauma, income protection etc. – promote the benefits of what people will get when they buy you.

Imagine how devastated you’d be if you knew that you could have protected them but you didn’t because you didn’t get around to taking out life insurance.

Accidents happen. Make sure your family is protected in case you have one. We sincerely hope you don’t but you need to protect them in case you do.

Call us now and find out how you can have life insurance for as little as 41 cents a day. Isn’t your peace of mind worth 41 cents a day?”

If you’re a bit confused about what the benefits and features are, check out my next blog.

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From: Bernadette Schwerdt
The Copywriting Coach

 Research shows that there are only about 40 reasons why people buy anything – be it perfume, shares or tractors. 

Sounds weird I know but ultimately we are all driven by the same needs no matter what the product.

Let me demonstrate.

Here are the top 11 reasons why people buy anything:

1.   To make money.
2.   To save money.
3.   To save time.
4.   To avoid physical effort.
5.   To be attractive to others.
6.   To gain praise from others.
7.   To have peace of mind.
8.   To be unique or special or to feel significant.
9.   To feel connected with others.
10. To protect the family.
11. To be in style.

Let’s take a product and see if this theory works:

Why do we buy life insurance?
7.    To have peace of mind.
10.  To protect the family.

Why do we buy perfume?
5.    To be attractive to others.
6.    To gain praise from others.

Why do we buy Ferraris?
8.    To feel significant or unique.
6.    To gain praise from others.

Why do we buy a coffee maker?
4.   To avoid physical effort.
11. To be in style.

Why do we buy shares or investment properties?
1.   To make money.
2.   To save money.
10. To protect the family.

No matter what you sell, I’m certain you’ll find the reason why people buy it listed here.

Take a moment to review the list and find out why people buy your product. There might be more than one reason – that’s okay – the more the merrier.

If you want to learn how to incorporate this “reason for buying” into your copy, look out for my next blog.

Upcoming courses and events:

1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/courses.html

2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html

(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more http://copyschool.com/copy_courses/cat/)