Web Copy That Sells, 3rd Edition

CHAPTER 5

USING PSYCHOLOGY TO MOTIVATEPROSPECTS TO BECOME PURCHASERS

 

 

 

What power there is in a drop of ink, which falling like dew upon a thought produces that which makes thousands, perhaps millions think.

–LORD BYRON

Step 4 of our web copy blueprint called for adding the psychological devices that transform readers into buyers. These are tactics that fly beneath the radar of your readers’ perception, producing an almost hypnotic effect that actually makes them want to buy what you are selling—often without knowing why. These devices are extremely powerful and, if used inappropriately, can be dangerous. I urge you to use them judiciously, responsibly, and ethically.

Using psychology to sell is not about conning people into giving you ...