The One Magic Tool That Persuades People to Buy

Have you ever wondered…

“How do I get more customers to buy my products?”

Great! Because I have an answer.

Today, I’m going to reveal one simple technique to boost your sales online.

But first, let me share an interesting story.

Holiday Blues

I know a guy from school that jetted off to Asia to travel.

But, here’s the catch.

After three weeks, he returned home, not as a bachelor, but as a newly engaged man.

No more than 3 weeks of meeting a girl, he had put a ring on her finger.

Now, let me guess.

You’re probably thinking what most other people are thinking:

“It won’t last”
“What were they thinking”
“Are they out of their minds?”

…the list goes on and on.

But here’s the reality.

In the heat of things, people make decisions off the bat. And my friend did!

Knowing they lived miles away from each other, the only way to make it work was to marry.

Now before anyone begins to judge, I’m sure many of you could relate, even if it isn’t in this type of fashion.

Because don’t forget, oftentimes, our hearts rule our heads.

Whether what you want to do makes sense or not, it doesn’t really matter.

Because as long as our heart wants to do it, we will find a good reason within ourselves to justify what we want to do.

The question is, how does this relate to selling?

Emotion vs Logic

Here’s the truth.

People make buying decisions based on emotion and later justify using logic.

For example, the advertising legend Robert Collier said it best:

“Appeal to reason, by all means. Give people a logical excuse for buying that they can tell to their friends and use to salve their own consciences. But if you want to sell goods, if you want action of any kind, base your real urge upon some primary emotion.”

Using my newly engaged pal as an example, when he got down on one knee, he used his emotions to guide his decision making (e.g. wanting to continue his relationship with his partner), then justified his decision using logic (e.g. it’s not hard to relocate, loads of people have successful long distance relationships).

How to Use Emotion to Sell Online?

Imagine you’re at the supermarket…

You pick up a body spray for your friend and you begin reading the details:

  • For extreme sweating, hyperhidrosis and prolonged sweating
  • Extra strong
  • Smooth ball roll on
  • Works up to 96 hours

maxim product

And on and on it goes.

Do you care?

Are you excited?

Does this tap into your emotion? No.

Contrast it to this:

  • Control your sweat
  • Wear what you want
  • Stop excessive sweating for up to 7-days with just the dab of a towelette
  • Sweat less, live more

This copy leads with emotion (i.e. people’s fear of sweating), offers an instant solution and quite frankly, will sell more volumes because of the emotion factor.


And leading with emotion to sell is vital, whether it is in your email sales copy, your PPC ads or in Sweat Block’s case, the product page headline.

The trouble is, picking out a product’s emotional benefits can be a complex task.

To help you jump this hurdle, I’ve created a solution.

Just see the table below

It will help you 1) note down the products you want to sell and 2) bring to light the most compelling features of your product. These insights will be the driving forces to sell your products.

Note: Selling “boring” products like dustbins and candles can be a challenge. That’s why I’ve purposefully used “boring” examples to prove any product can be emotional when you put your mind to it.

Product Feature Benefit Problem You Avoid
Hand Cream Antioxidants, contains vitamin C Stay young and pretty Feeling old, losing confidence, depression
Candle Fragrances Pleasant aroma Sets the mood Stress, pressure
Dustbins Strong steel pedal Keep your hands clean from bacteria Washing your hands everytime you put something in the bin (tedious)

Let’s analyse this table, specifically the first example.

Notice, when a customer buys hand cream, they’re not just buying “hand cream.”

There’s more going on behind the scenes.

For instance, through the sale of a hand cream tub, the customer is actually alleviating their fear of wrinkles, so that they can feel young and pretty again.

Use the emotional triggers like the fact that you get to feel young, improve your confidence or slow down the dreaded fear of wrinkles to encourage your readers to become invested in your product.

Then validate using logical reasons outlined in the “features” table column to justify the sale. For instance, if the tub of cream costs £60, as a customer, I may feel it is expensive.

However, I may feel comfortable paying the high price if I know the cream contains vitamin C, antioxidants and is created by a well known brand.

The point is, the more logical reasons you have to justify the sale to the customer the better.

Table Instructions

Now, it’s over to you.

Follow the instructions to discover the driving forces of your products.

Column #1: Write down your product

Column #2: Note down a feature about your product

Column #3: Jot down a benefit and a problem a customer will avoid if they buy your product.

Product Feature Benefit Problem You Avoid
Write down your product here.

The Bottom Line

Lead with emotion, justify later using logic.

Now I want to hear from you.

What emotions will you tie to your product and why?

Share your thoughts in the comments below.

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