Hi Dien,

Because I write my own copy for all of my products, I've got to know my "target market" inside out. What they like, what they don't, and more importantly, what they buy.

And you are right, different buying groups have different "hot buttons" that the copywriter must be aware of to make a sale.

The best book I have read that deals solely on buying triggers is by Joseph Sugarman called: "Triggers ... 30 ways to control the mind of your prospect to motivate, influence and persuade."

Joe is a master of the written word and this one book has helped me out on more than one occasion.

Pete Godfrey

That is, what are the "emotional
> triggers" that cause people to want to
> buy something....

> Some examples are:
> - to save money (eg. the various discount
> stores)
> - to show off to their friends (eg. flashy
> "high-status" cars)
> - to add something to their
> "collection" (many people are
> collectors - I used to collect foreign
> money, both notes and coins)
> - to relive their childhood (like baby
> boomers collecting toys from the 1950s and
> 60s)
> - to add some "beauty" to their
> lives (like moving out of the city, to a
> home where deer and the antelope play!)

> What are some others?

> It seems to me that when you know these, you
> can build businesses around them.

> Each business would have a different
> "quality" too, I think, since the
> motivation of why people buy does affect the
> "feeling" the business has, in my
> opinion.... Maybe it's because the kind of
> people you deal with in these different
> businesses are different themselves.

> Anyhow, I'd love to hear your thoughts....

> - Dien