How to create Lustful "buying" behavior.

True Story:

Your AdWords Campaign is Smoking HOT!  Massive Click Through Rates with Huge Search Volume.

You just hit # 1 in Google for your Main Keyword Phrase, Organically.

Your Joint Venture Partners have TESTED swipe copy and their hands are hovering over the “send” button.

You unleash all your traffic at once and….

FAIL.   Your conversion rate is less than .05%.

This is true.  I know this because it happened to me.  And like a cheese grater yanked across the soft-fleshy part of your inner thigh…

Being stubborn with a large ego usually causes me “interpersonal problems”, but in this case it caused me to limp back over to Microsoft Word, flip on “Track Changes” and start tearing up the offending copy.

13 hours later (wired on Orangina and the occasional clove), I was ready to test again.

Conversion went from .05% to 6.38%.

Here’s what happened…

To begin, I’m pretty good at getting traffic, ya know – getting people to my sites.  But what happened here was I forgot to consider the “The Arrival Mood” of said people.

What you message your prospects governs how they will behave when they show up to your offer. I totally spaced on that little nugget and paid for it big time.  Don’t be like me.

Do this instead:

You can create buying behavior with just a few simple tweaks to your sales copy – and it doesn’t matter what you’re offering.

Here’s the first thing I did.  I stopped “selling”.

  I know.  Just hit ‘delete’ now, right?  Heh.  Seriously, I stopped selling and instead focused on how to CREATE DESIRE in the readers mind by focusing on what Freud called the “ID” of human nature. And what I mean is, the ID doesn’t follow rational lines of cogitation when it considers its next action.

BTW, neither does your prospect.

Think about this – every prospect that arrives at your sales message ALREADY has some form of desire.  The desire has already been created somewhere else.  And it was created NOT by the products FEATURES; it’s created by a FANTASY RESULT.

Fantasy Result?  Sounds kinda weird, right?  What I mean is – the result that your buyer absolutely LUSTS after is an emotional concoction based on a “Rescue Fantasy”.

If you sell acne medicine, the result of using that medicine will be the elimination of acne. That’s the reality of the product’s result.

Your buyer, on the other hand, visualizes that little tube of goo as his “enabler” to get a hot date to the prom.

He could smell like (wet) burnt dog hair, be constantly drooling and be sporting a rented tuxedo shirt with baby blue frill – but at that very moment, the tube of pimple goo (priority shipped and liberally applied) is going to get him a date with his own personal version of Cindy Crawford named Libby from 4th period chemistry.  A fantasy, to be sure.

Another example:

You sell camping gear.  And your new hot product is LED-based Coleman lanterns.  You turn them on, they light up (bluish-ly) and the battery lasts forever, kinda. They’re waterproof, don’t use explosive fuel or an open flame as a light source, and you take them… camping.

Your buyer, on the other hand is thinking about how he can once again let the kids have one, because the old-fashioned kerosene version of the lantern set fire to the $1,856 tent the family used on the last trip when a game of chutes and ladders went terribly wrong.

And…AND his buddy Carl (Buddies named ‘Carl’ know everything about camping gear apparently) says that the blue LED light doesn’t attract mosquitoes.

Carl is of course, WRONG about that (notice color of light from bug zapper…), but it sounded good and Carl wears flannel shirts to church so your buyer listens to Carl.

The point is, your buyer is definitely not thinking about the features of the product (who the heck cares how LED lights work?)

He’s probably not even thinking about the benefits of the product (LED Lights last a long time, are durable, and…blue – whatever).

What your buyer is FANTASIZING about is the dramatic (and sometimes unreasonable effect of something as simple as a non-exploding light source, and how using it will play out the next time he goes camping with the family.

It means that when his child starts yelling for him because he has to pee at 3am in the middle of the woods, Our buyer doesn’t have to unzip his sleeping bag, rummage for his slippers, kick/trip over his wife, unzip their tent, wait for the pilot to light on the exploding lantern, walk his kid to the public rest room….

…Because now, since the LED lantern won’t explode (even during a full-contact game of Jenga), his kids can safely have their own and walk themselves to the potty. And since Crystal Lake is a pretty safe campground, you sleep soundly.

New Lantern = Harmony.

We buy ‘things’ because we think ‘things’ will change circumstances important to us.

You have to tap into what those Rescue Fantasies might be to create LUSTFUL buying behavior.   And don’t worry about hitting the exact target of the buyer’s fantasy either…

…because if you get them thinking about MORE fantastic ‘circumstantial improvements’, you’re just feeding more into the desires that they’ve already created.

This short video shows how EASILY you can create Lustful Buying Desire

There’s 2 killer examples, so have a notebook ready to copy them.

Now, I’m off to fantasize how that treadmill in the corner of my bedroom is making me thinner just by looking at it.  And who knew they made such excellent clothes hangers, too?

Freud-ingly,

Andy Jenkins

P.S.  I’m hoping to have a VERY Cool update on the state of Search Engine Optimization for you really soon.  Leslie Rohde, Dan Thies, and Jerry West have been giving “The Google” fits with some of the shenanigans they’ve been…”getting away” with.

More very sooooon.

Feel free to forward this to a friend, partner, colleague, or persons named Carl.

Follow meeeee on Twitter:  www.twitter.com/AndyJenkins