Creating desirable offers isn’t rocket science; all you need to do is understand what makes your prospects tick.
Once you understand what they really want, you’ll have the tools you need to create irresistible offers that your prospects won’t be able to pass up.
Here are the psychological principles used by successful companies to create desire for their products – and how you can use them to optimize your landing pages and marketing campaigns.
How the psychology of desire works
Understanding the psychology of desire on a theoretical level will help you apply it in practice to your landing pages. In his book The Advertising Effect, consumer psychologist Adam Ferrier explains that desire is made up of two key elements:individual incentive and social norms.
Individual incentives
At a basic level, humans are motivated to take action either to gain pleasure or avoid pain.
In the context of your marketing campaigns, desire is created when people can seehow your product or service can help them to either gain pleasure or alleviate pain.
How to Increase Landing Page Conversions With the Psychology of Desire
