Ye Maozhong once said that rational statements are acquired learning results, while emotional temptation is innate instinct.

To stimulate readers’ desire to buy, there are 6 ways to poke the heart.

First, sensory occupation. All people's experiences come from the senses. So, describe the immediate sensations of his eyes, nose, ears, tongue, body and mind.

Eyes: What do you see.

Like Greek yogurt. "Thick and delicious" is too abstract. It should be written as "like milky white milky ice cream, which can only be eaten with a spoon."

Nose: What do you smell?

Such as scented candles. Instead of "richly scented," write "an elegant bouquet of North African lilies, mingling with the scent of freshly cut grass and fresh mountain air."

Ears: What do you hear.

Such as the sound system. Instead of "stunning sound effects," write "When a motorcycle roars past in the movie, the roar of the motor rushes from left ear to right ear."

Tongue: What do you taste.

Such as liqueur. Don't write "shock effect", write "fresh peach juice, brisk citric acid, mixed with dense micro-bubbles jumping in the mouth."

Body: What do you feel?

For example, a mat. Instead of writing "refreshing and breathable", write "Lying on this mat, you will feel refreshing and breathable, like the breeze blowing gently through the fields under the mat. After lying on it for half an hour, you will be surprised to find, Sadness doesn’t even break a sweat.”

Psychology: What do you feel inside.

For example, the go-kart experience project. Don't write "thrilling", write "when you make a sharp turn, your heart beats so hard that you can't help but take a deep breath."

When you describe these feelings, you have already occupied the reader's attention. Let them mobilize their senses to see, hear, smell and touch your words.

The second is fear appeal. There are two ways to stimulate readers' desire to buy. Positively speaking, it describes how wonderful it would be to have it; conversely speaking, it describes how terrible your life would be without this product.

Make readers want to buy by describing painful scenes and serious consequences. Scope of application: trouble-free, preventive and therapeutic.

The third is cognitive contrast. Better in some ways. First point out the shortcomings of competing products, and then demonstrate the benefits of this product.

"Influence" mentioned: "There is a contrast principle in the principle of human cognition. If two things are very different, we tend to think that the difference between them is greater than the actual difference."

The fourth is usage scenarios. Multiple scenes can stimulate the desire to buy, allowing readers to imagine that at the end of the day, they can use the product again and again, constantly gain happiness and joy, and become a good item that is often used in life and cannot be separated from.

Ways to come up with scenarios: gain insight into the target customers’ daily itinerary and embed products into these scenarios.

Fifth is best-selling. Describing a very powerful copywriting method when selling well, it can not only attract the desire to buy, but also win the trust of readers.

Psychological experiments have proven that 74% of people will be severely affected psychologically. Taking advantage of people's herd mentality and explicitly or implicitly indicating that the product is selling well can not only stimulate the desire to buy, but also win the trust of readers.

Sixth is customer testimonials. The selected testimonials must be able to hit the core needs of customers.

Customer testimonials can not only stimulate customers' desire to buy, but also enhance customers' trust in the product. There are few copywriting solutions that can "kill two birds with one stone".

For all products that are used on people, it is difficult for us to guarantee the effects, but we can express it from customer testimonials.

Understand 6 ways to stimulate the desire to buy. Put aside whether you can write good copy. The most direct benefit is that you can develop a pair of sharp eyes in the real world with noisy information. Easily fooled.

This is also the most intuitive gain.