Copywriting Lesson #7 – Maximizing Customer Value and Your Sales

Purchasing a product often elicits a positive emotional reaction. Customers typically feel satisfied, having acquired something that alleviates their discomfort and replaces it with the joy of resolution. Psychologists suggest that the main drivers behind human behavior are the pursuit of pleasure and the avoidance of pain.

 

 

Once customers are in a buying mindset, it’s wise to capitalize on that moment by presenting them with additional offers. This practice, known as upselling, is a fundamental sales strategy.

For example, consider a home shopping service featured in infomercials. When a customer expresses interest in buying a product, the operator immediately presents complementary items or options for extended warranties, making it challenging to complete the original purchase without considering these additional offers.

The conclusion of a sales message should similarly introduce extra incentives. Include bonuses for a slight increase in price, suggest related products, or smoothly transition to a different offering.

When customers have their credit cards ready, they’re more inclined to spend a bit extra if they perceive added value. This approach doesn’t take advantage of them; rather, it fulfills their immediate desires for basic needs.

Never miss this chance. Once customers are convinced to buy, it’s beneficial to enhance the sales process. Mastering upselling is a crucial sales technique and is often easier than initiating a sale from the ground up.

To Your Success,

A.BERRICHI