***Trivia question… Which famous copywriter sends bullets to his readers? (Read on to find the answer.)***

Using psychology to sell is such a fundamental part of marketing isn’t it?

You may not realise it but every time you write a sales letter or send an email there are hidden phsycological triggers that you should use to communicate with your reader.

And be warned… if you’re not using these triggers right now you could well be losing more sales than you realise.

One that is put to good use on your everyday soap operas and sports programs is the Ziegarnick Effect. This is the official name for the cliffhanger scenes that always end each episode and leave you in a state of high drama, desperately wishing tomorrow would come so that you can get some release.

Imagine how you’d feel if tomorrow didn’t come and you couldn’t see the next episode. You’d be grumpy, agitated and probably cross with your friends and neighbours. That’s how powerful this psychological trigger is.

In TV sports programs it’s use is characterised by asking a trivia question at the beginning of the program with the promise of the answer later on. This often keeps you glued to the screen just to get the answer to the question. Often you have no real interest in the program but have to have the answer so you watch anyway.

Here are Nine of the most important triggers, study them and you’ll understand how psychology affects your customer’s buying decisions and how you should be using it to your distinct advantage.

1. Using the psychology of authority figures
2. Ziegarnick’s discovery – the power of unfinished business
3. Understanding the ‘herd’ phenomenon or social proof
4. Foot in the door phenomenon
5. Conformity to emotions – smile and the world will smile with you
6. Cognitive Dissonance – not wanting to admit you’re wrong and ‘because’
7. Maslow’s hierarchy of human needs
8. Framing
9. Price Conditioning

I’ll explain more about each one in later posts but if you’re in a hurry to find out more (and you should be) I suggest you take a look at my new manual. it’s called the ‘Three “R’s” of Copywriting‘ and has helped many a writer get higher conversions from their sales copy, no matter what form it is in… and it’s guaranteed to help you too.

Take a look now, you’ll be glad you did, it’s extremely reasonably priced.

Oh and before I go let me answer the trivia question. The copywriter is Gary Bencivenga. He sends regular bullets to his readers. Lots of good info there, after all he’s been writing winning copy for many years now.

Speak to you soon,

Stuart.

Don’t forget to drop me a line if you need a sales letter critique or other copywriting services. I’m always happy to help out. Drop me a line to copy {at} kungfucopywriter.com

Tags: Sales Letters