Copywriting 101: Motives That Make People Buy

Most people are like cars. You can either push or pull them. Or you can move them into action by starting their own motive power from within. As copywriters, our job is to provide them with the fuel or charge.

What Argument to Use?

The new copywriter selects the arguments that are nearest to hand — the viewpoints that appeal to his selfish interests. The seasoned writer asks himself such questions as those above. He then picks the strongest motive and presents it from the reader’s viewpoint. 

You must show what your item will do for the reader. Will it add to his prestige, power, comfort, or to the well-being of those he loves? A description of your product is important. But description will never make your product a huge hit in the market. It is what it will do for the buyer that counts! 

Prime Human Motives

There are six prime motives of human action: love, gain, duty, pride, self-indulgence, and self-preservation. And often they are so mixed in our minds that it is hard to separate them. I may want a new car, for instance, solely from a feeling of pride in its fine appearance, but unless money is not a problem for me, pride alone will seldom make me buy.

The sense of pride must be reinforced with a touch of self-indulgence. You also must mention how this new car will demonstrate love and care for family, and keep me up-to-date with the latest technology and fuel efficiency. You have to show how my old car is hurting my image and how the higher fuel consumption is drilling a hole in my pocket.  

Desire vs action

The more motives you can appeal to, the more successful you can be. But it is important to differentiate between the motive that makes me desire a thing and the one that compels me to take the action you desire. The whole purpose of your copy is to make your reader act as you wish him to. 

I may not want to spend the money, for instance. I may need the money badly for myself, and all my inclinations may be towards keeping it in my pocket. But if you can “sell” me the idea that getting the item means more to me than the possession of that money or anything it can buy, you have touched the right motive. 

Conclusion

You have to treat your customer as an emotional being rather than a rational being. Even if I need something, I may put the spending off and decide to buy later. But if you hit my emotional cord and convince me that I would be losing a lot by not buying your product, I would be compelled to buy.