Anatomy of Desire
Well, it's happening. I'm in the final throes of my impulse. This is the most dangerous phase, and the most delicate. One false move, and I'll be lost forever. It's all up to them now.
After my workout today, I wandered in to a Circuit City. My dad has decided he needs a laptop. Good for him. And he'd like me to pick one out for him. One young fellow, shy, wouldn't look me in the eye, was very polite. Not that he had 'good manners', had cultivated courtesy or elegance of expression. Just that he was willing to help.
I said I just wanted to look around a bit, and he left me. Another showed up. At this point I had some questions, but it happened that he had to leave in the middle to see about his Icee. Are you kidding me? The other kid came back around.
He shows me the best solution, the decision is made, and off I go.
Like it or not, your sales copy represents a crucial 'touch' with your prospects. Which of those two youths would you send out?
And that brings me to today's topic: desire.
Now, we're not talking about impulse buys at the cash register. We're talking about that Porsche 911 GT2, the new yacht, or in my case, a MacBook.
That's right. After years of frustration with cumbersome operating systems, faulty PCs, and the ridicule of all my music friends, I'm getting ready to make the switch.
It started small, an inkling of an idea. Over time it grew as I gave myself reasons why. Now I can be typing away one moment, only to find myself immersed in the Apple website a moment later, time suspended. I have no idea how I got there.
And, as this emotion driven desire grows, as I learn better justification in the face of all logical evidence to the contrary, there will come a time...
There will come a day when I wake up, and I will be consumed by one overwhelming desire: I must have that MacBook!
And, like a good addict, when that happens I may cancel appointments, forget to feed the dog (not really), and drive an hour and a half to the nearest Mac store. Nothing will do but to have it now.
If you've ever wanted something, you probably have experienced a similar process. Go ahead and fill in the details. We'll see why in a moment. And if you've bought a lot of things, congratulations. That is one of the (possible) signs of copywriter potential.
We're not merely interested in detail, nor the depth of the emotional anguish as we scheme to get what we want. We're looking for a process. And, as I left some clues, you may have noticed that the process followed closely the layout of a sales letter. Shocking?
It may be worth going into this in some detail in a future post, but for now, let me leave you with this. At some point I'll have picked out the computer, the accessories, software... everything, and I'll just need a little push to swipe the almighty credit card. (Don't worry, it's tied to my bank account.) It's really a delicate situation for the merchant: I could leave very happy, or very frustrated – even angry. Depends on the kind of service I get.
Which of those youths would you send out?
Learn the buying process, speed it with great copy. And take good care of your customers. They'll then take care of you for a long, long time.
To your Copywriting Mastery,
Sheridan Randolph
P.S. Thanks to everyone who replied about the Video Vampires typo. It was a test to see if misspelling would aid recall. Mark Joyner found that "Vistior" outpulled "Visitor" everytime. But probably not a great strategy on an IT website. Right, Andrew : )
Comments
The older I get, the more I notice crappy customer service or salespeople in stores that know less about their merchandise that I do. I don't even want to think about why that is, just in case it has something to do with getting old!
Lisa McLellan
Interesting that the typos aided recall. I didn't even think of that being a possible reason for it being part of the copy.
It was fun reading the dissection of your own emotional process related to buying. How long do you think you will hold out against the impulse to get the Macbook?
Jennifer Skinner
Wardrobe Planning Expert
You are exactly right about how we buy, we start with fleeting thoughts and progress to obsessions. That is also why they send out repeated emails on a product offering in the info category. Each from a slightly different perspective... Then eventually the trigger kicks in and the order is placed. (Good guarantees overcome that last bit of resistance much earlier in most cases because you are effectively moving the "decision" into the future even though the credit card is hit right away.
Rob Northrup
www.corporateveilpro.com
I LOVE your blog. You're fabulous, Sheridan.
All the best, dear lady!
April Braswell
Romance Coach, Online Dating Coach
I was a Mac addict when they first appeared on the market (now eons ago), then after I moved from typesetting to teaching digitized embroidery, I was forced to deal with the pathetic PC to get the programs I needed. It didn't make sense to keep updating both systems and I drifted away from Mac. Now the programs I want are available on both platforms -- I'm tempted to switch back myself. Good luck. Let us know when you make the final decision...
Sue Crutcher, Life Empowerment Mentor
making your skin more beautiful
I agree with Dr. Helton. Even if you DON'T buy a Mac, go to an Apple store. There's always an exception, but generally every Apple store will give you a great experience. The people there generally know what they're talking about, and will give you all the help you need. I have friends who've had problems after the sale, brought the computer in, and had the problem taken care of quickly, regardless of who's fault the problem was.
Like I said, there's always an exception or two, but for the most part, people get really good service there. And that seems to be rarer and rarer these days.
(and no, I don't currently own a Mac that I use. Sometime soon, I need to get one, though...)
I've got a question about your post, too, Sheridan. You talked about incorrect spelling aiding recall, and it certainly did with me (though I'm not sure I thought it was spelled wrong -- I thought it might be an exotic spelling?). I'm not aiding recall is necessarilly an advantage, though? Or maybe it just depends on the media?
As I think about it, when I read an email, I don't think a spelling error would necessarilly aid recall. I get so many emails with bad spelling that it's not uncommon. On a website, I might remember it more. In print, I'm sure it would aid memory.
If the goal is brand recognition, then maybe bad spelling would be effective because I might remember the brand more. But most email advertising is meant to get you to act immediately. When I read an email, I generally toss it or act on it. It doesn't matter if I remember it later or not because I've either already acted on it, or it's gone. So how would aiding recall help sell more in this situation?
Am I making sense? Am I missing something here? (It's very likely...)
Caveat...Unlike many of the posts here I did not like the Apple store. If I had to do it again I would buy it online and skip the Apple worship, but that is just me. Once I decide to buy something I just want to buy it and don't need exposure to the cult around it.
It is a great phone though, and I do love it.
Steve Chambers
Sales Training Expert
All the best
Yann
Yann Vernier - Personal Coach
Scott A Bell
Hi Andrew, thanks for the thoughtful question.
The point really isn't whether it helps recall; I was just curious.
It's all about conversion.
Mark Joyner, longtime (and rich) internet marketer, found that a misspelling in a headline on a certain site boosted response. Copywriting is really a slang term for a salesperson who works through leveraged media.
Thus the goal is always to make the sale.
No, I don't care if the ad is memorable, except as far as it makes my clients money.
But if I here that a misspelling pulls, if it makes more sales than a correct spelling, I'd consider testing that.
In print media, beyond headlines, misspellings can help create a 'two guys at a bar' feeling. They used to plan misspellings in mailings back in the old typewriter direct mail days. Imagine, a warehouse full of men tapping away. They would also prize worn out typewriters, which gave the feel of getting a personal letter from the desk of the actual person behind the product.
So, I would consider testing certain headlines in niche, informal markets, and sometimes in body copy, depending on tone, etc. It wouldn't fly in certain markets, but could boost response in others.
Hope that clarifies.