Why do people buy things?

Copy Creator

    
  
  
  
    Hey, it's Charles.
  If you haven't heard yet, I just became CEO of Copyblogger. That means there will be some big changes coming to the brand soon. One of them will be a hyper-focus on delivering ROI in Copyblogger Academy. It's already a great resource. In a few months, it's going to be even better.
  More updates on that soon.
  
  Why Do People Buy Things?
  That seems like a simple question. But based on what I see in the marketing world, people don't seem to totally understand it. So let's break things down step by step. There will be actionable lessons in each of them:
    Desire - This is the obvious one. People have problems and desires, so they buy things that help them get outcomes they want.
  Trust - People are much more likely to buy if they trust the offer's ability to deliver. Case studies, reviews, etc do that.
  Uniqueness - People pay more attention to and buy things that are different in a persuasive way. Find a way to be a little bit unique.
  Urgency - This makes people buy today instead of later. You can create it with persuasion or with scarcity (e.g. a limited-time sale). 
  Extras - Free gifts, bonuses, and other things like that can convert customers if they want to buy already but need a small push.
  
  Let's use Copyblogger Academy as an example:
    People want to get better at marketing so they can earn more.
  We have 100+ testimonials on our sales page and more proof.
  We differentiate with offer quality and our unique philosophy.
  We create urgency by raising prices as the offer gets better.
  We include bonus masterclasses to sweeten the deal a bit.
  
  The problem with most marketers and copywriters is that they only focus on desire. They'll talk about pain points, then outcomes, then ask for the sale. But that's rarely good enough. If you want to convert a lot more than the average person, you need to persuade a lot more than the average person.
  Use trust, uniqueness, urgency, and extras to do that.
  - Charles
  P.S. Whenever you're ready, Copyblogger can help you in 3 ways:
    Copyblogger Academy - 9 courses, Q&A, and a lot more for just $99. That's less than most educators charge for 1 mediocre product.
  Content Coaching - We'll teach you how to be an earning Copy Creator instead of a struggling content creator. Prices start at $300.
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Why do people buy things?

Why Do People Buy Things?

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