Fear, desire & other motivators

Knowing what motivates your customer is the key to success when it comes to selling. Though your target market might seem diverse, chances are they share similar dominant motivators. Understand these motivators and you can tailor a copy strategy to fit their needs and make that sale. Here’s how it’s done.


Targeting their emotional Achilles heel

Tune into the internal conversation your customer is already having – the problem they’re already wrestling with, e.g: ‘Aghghg! I’m so overweight that I’m dreading wearing bathers this summer.’

Identify the emotion or desire your customer is feeling in this moment of discomfort, e.g: Emotion: fear, vanity, loss of control, Desire: self-confidence, good looks.

Convey the benefit of your product in solving their pain and bringing about their desire, e.g: ‘Take control of your weight and transform you body with our all-new Calorie Burning Pill – and look forward to feeling fabulous this summer!’ 

Invalidate all other solutions

Your customer may have already tried and failed to solve their problem – or may be considering other options to yours. The next step is to reject all other solutions, e.g: ‘Tired of short-term faddy diets, expensive personal trainers and appetite suppressants that don’t work?’ Show your customer that you understand them.

Overcome objections, reduce risk and add urgency

Objections are barriers to the sale. Knock them down by backing up your claims with proof, seals of approval and/or a guarantee. Adding a limited time frame gives your customer another reason to ‘Buy Now!’

Add social proof

Use client testimonials to show suspicious prospects how you’ve previously satisfied many others. This builds trust, another crucial selling factor.

Remember: Don’t sell the product, sell the emotion. Emotion trumps logic!

Here are some common key motivators and desires. Which ones could be motivating your target market?

  • Fear
  • Greed
  • Vanity
  • Lust
  • Envy
  • Pride
  • Laziness
  • Anger
  • Strength
  • Charity
  • Hope
  • Prejudice
  • Justice
  • Money
  • Good looks
  • Comfort
  • Time
  • Praise
  • Popularity
  • Leisure
  • Self-confidence
  • Enjoyment
  • Success
  • Health
  • Security
See any that could be driving the sale of your product or service? Let me know in the comments. And if you’re not sure, get in touch. I’ll help you work out your customers’ Achilles heel.

Till next time,

Lisa at The Word Nest