What’s the secret ingredient of the most successful advertising copy? How can you get your readers to ‘take action’? Why don’t people respond to your ads? How come you’re getting such a lukewarm response to some of your blog posts? What’s stopping people signing up to your list?
It’s very frustrating when your copywriting isn’t as effective as you’d like. The root of the problem usually lies in the fact that you’re just not hitting the right note. You’re not addressing your readers’ most pressing needs. If you were, they’d be clicking ‘buy now’, queueing up to sign up to your list – and you’d have no problem making money from your blog!
The solution is simple and can be found in good old Abraham Maslow’s ‘Hierarchy of Needs’. Maslow developed a theory of the fundamental needs that motivate people. These range from essential physical needs required for human survival to more complex and sophisticated psycho-social needs, culminating in what Maslow describes as ‘self-actualization’. At different points in our lives, depending on our circumstances, some needs will be more important to us than others.
The question to ask yourself is this: “Is my copy tapping into the needs that are most likely to be motivating my customers?” Stop and think:What are your customers most exercised by? What are they most worried about? What are their greatest desires?
Using Maslow’s Hierarchy to Give Your Copywriting a Boost
Let’s try putting it into practice – here’s some examples of headlines that exploit the motivating factors Maslow identified:
- How to Cure Migraine Headaches Once and For All
- Are You Increasing Your Risk of a Heart Attack by Making These Mistakes?
- 7 Easy Ways to Protect Yourself from Identity Theft and Online Fraud
- 10 Essential Personal Safety Tips for Women
- How to End a Disastrous Date Without Being Rude
- How to Be the Life and Soul of the Party (Even If You’re Extremely Shy!)
- How to Look Like a Million Dollars – Whatever Your Age
- A Step by Step Guide to Transform Your Back Yard Into a Garden You Can Be Proud Of
- The 12 Secrets of Eternal Happiness and Freedom
- 9 Steps to Spiritual Growth and Personal Fulfilment
Get the idea? In some cases, where people may be influenced by more than one kind of need, you’ll have to determine which is their mostpowerfulmotivating factor. For example, if you’re selling a product to help people lose weight, will they be more influenced by the health benefits of the product (‘physiological needs’) or the desire to look like Beyonce (‘esteem needs’)? Or maybe they’re mainly driven by the ‘social’ need to be more attractive to the opposite sex.
Bottom line – you need to find out what’s motivating your customers – what’s making them tick. Make sure your copywriting addresses that need and watch your conversions soar!