Human nature's an amazing thing - one person's quick decision is another's back burner special. But, where's the control in this situation - is it simply the different chemical makeup within our brains, the disparate influences we've been surrounded by all our lives or is it driven more by external factors.

Mull over the variables at play when someone’s faced with a purchasing decision. How much disposable income do they have, what mood are they in, what do they like, what do they need, what do they want? It’s easy to become swamped.

As copywriters, naturally we seek the best use of language to make the point but what for the human emotions driving decision making.

You'll hear us talking about bypassing indecision and side-stepping the need for skilled thinking. Here, we're simply trying to remove as many variables from the equation - all the factors running through a person's mind saying 'maybe some other time'.

Dealing with these human emotions is central to our choice of language, style and tone. Sure, people buy benefits and demonstrating these clearly is key to good copywriting – but should we challenge ourselves to go further? Painting benefits in pictures helps people imagine themselves using a product or service and satisfies one or more of their human emotional needs.

We’ve all heard the old sales copy – "we work harder to understand our customers’ needs". Well of course this should be true, but what’s the meat on the bones of this sentiment. Could it be; what beliefs does the customer have, what’s important to them, what do they aspire to, how would they wish to be perceived by their peers, friends or neighbours?

Armed with this insight, copy should connect benefits to the emotional triggers people hold dear to themselves. And if successful, there shouldn’t be any reasons left for the customer to walk-on-by or turn the page.

So, whose in control? Well, external and internal factors will always play a huge part in decision forming. As copywriters, we recognise, but not necessarily accept this. Viewing and portraying benefits in a way that matches both physical and emotional needs is powerful in bypassing the purchasing impasse and taking control.

ButterSideUp Copywriting - Get Your Words in Edgeways.