We make purchases for many reasons, and you might be surprised by some of them.

Once you identify the triggers that lead to purchasing your product or services, you'll be able to write your copy and produce content that leads to sales.

Context is key. Spend some time answering these five questions, and you'll be on your way to writing better copy and creating better funnels.

Why do people buy your product?

Typical answers will be: "to feel good", "to satisfy X" or "to improve Y."

Where do they use it?

At home, in the car, at the office, at the gym, on a hike. You get the idea.

When do they use your product?

When they wash the dishes, walk the dog, wake up, get to the office, birthdays, and gaming nights.

Who do they use it with?

Friends, family, colleagues, partners etc.

What do they use your product with?

With food, a film, their car.

Social Proof, like reviews, can help people to make a purchasing decision. Discounts and promos are also common.

Some companies use dark patterns like the Fear of Missing Out and produce limited runs despite owning the manufacturing process.

Don't be a dick like those companies.