When writing your copy, show how superior your product is.

Your reader must see the value of the product you’re selling.

This proof of value is achieved through the use of comparison or examples.

By doing this, you are giving the consumer a reason to justify the purchase.

Every consumer, no matter how rich, wants to know the value they get for the money spent.

No one wants to feel like they're being ripped off.

You need to ease their minds with your copy.

Do this is by helping them to see the value of the product you’re selling.

When making a comparison sometimes, the value may not be apparent.

But it provides a basis for the consumer to think through,

It shoes them reasons to buy.

Buying is an emotional experience and not a logical one.

Once you appeal to the emotional side of the consumer,

You can then use logic to justify it.

Comparison helps with the appealing to the emotional.

After all, why make a comparison if your product doesn’t have something better to offer?

This doesn’t mean that you make false claims about your product.I

t’ll only harm your credibility and integrity as a copywriter.

But for whatever product you’re advertising, there is always a selling point.

It's because you need to resolve any conflict
or objection that the consumer might have.

So If this is missing in your copy,

The consumer might end up not buying the product.

You've indeed aroused their emotional attachment to the product.

And you’ve backed this up with logical facts.

But you still have to justify the reason for the purchase to the consumer.

This is because just arousing their emotional response isn’t enough to push them over the line

You need to tell them why they should buy the product.

To justify the product, you just have to say "you deserve it" somewhere in the copy.

Other times, depending on the product's selling point, you might justify it with savings.

That is, if consumers will be getting some value for less.

Justifying a purchase resolves any objection the consumer might have concerning making the purchase.

This also lends credence to the fact that objections can come in different forms.

And they may not only relate to the viability of the product.

This means that whatever objections that might come up must be resolved irrespective of its nature.

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