How To Create Desire In The Buyer For The Product Or Service

If the first paragraph is well-written the reader will be tempted to read the second paragraph. The second paragraph must make him realize that he has a need for the product or service which is offered and satisfy him that the product or service which is offered can fulfill that need. The sales writer must use this paragraph to tell his reader briefly and clearly how the buyer will benefit by the possession or use of the product.
The second paragraph of a sales letter is also called the psychological paragraph because it appeals to a basic buying motive. The sales writer has to remember that – “A buyer does not buy a commodity or an article; he buys the satisfaction that he gets out of that commodity or article. What the article does to and for him – that is what he buys.”
People buy a thing because it offers something they want for their own or for their family’s profit, or for their pleasure, success and well-being. “Usually people are interested in getting more money, better health, protection to their families, greater popularity, more comforts or leisure, saving of time or trouble. They like to keep abreast with fashion, keep beautiful, up to date, be efficient, satisfy their curiosity etc.”
The writer should, therefore, not only give a mental picture of the product but also make a psychological approach. Physical description gives what people perceive with their five senses. It describes size, shape, color, smell, texture, taste and the like. In most sales letter there is a skillful blending of the physical description and the psychological appeal. The writer should bear in mind that the thing he is trying to sell is not the article itself but its uses, pleasures and advantage. He should, therefore, describe the article in terms of pleasure, satisfaction, usefulness, etc. The psychological appeal differs according to the type of product and the customer. For instance, in the case of ladies an appeal to beauty may be more effective than an appeal to utility or durability. In the case of dealers, profit motive will be stronger than any other motive. The sales letter writer has to study four kinds of primary or fundamental instincts in human beings:
1. Instinct of self-preservation – safety appeal.
2. Instinct of self-indulgence – luxury appeal.
3. Instinct of acquisition – economy appeal.
4. Instinct of domination – vanity appeal.
These appeals are made to the reader’s interest of self-preservation. The fact that the particular body shampoo and the facial foam have medical qualities makes a strong appeal to our instinct of self-preservation.
The sales writer makes an appeal to self-indulgence when he talks about the cool comfort of the air-conditioned home or office.
The estate agent appeals to the instinct of acquisition when he sells the idea of an ownership flat:
“Own your flat or bungalow.”
The sales letter, while selling a washing machine refers to the low cost of its operation. This is an economy appeal.
Given below are some desire-arousing expressions effectively used in the sales letters.
1. Your pen should have as much class as your suit.
2. Beauty is a woman’s greatest asset. Our beauty centre will keep you trim and beautiful, the envy of all your neighbors.