Buyer's pathway, a copywriter's objective

To get them from where they are now, to the desired conversion point, what you want visitors to do next, you must continue to position your offer in a way that flames their desire. If their attention is distracted from the momentum once started, you could lose their interest, and there goes the sale. To keep their focus on track, the elements of persuasion must continue to drive them forward, keenly interested, all the way to the “order now” button, or the “enter email,” conversion point.

To meet this objective, the perceived value they began with must be inflamed with focused precision. This enhances the very thing which caught their eye in the beginning.

These proven marketing methods press their emotional “hot buttons” triggering their need to fulfill their want. This is done through positioning the perceived value in such a way, that increases the prospects interest, all the way to the point of the “how much” question.

When this is done correctly, even high-end or products or services, can be moved without objection to price, for indeed the prospect has already made up their mind.

The “I’ve got to have this, or I need that,” hurdle, has already been jumped in their thinking. They have been “sold.” They move to the “buy now” button, and proceed without hesitation.