Psychology of writing
Psychological studies of human nature give us valuable insight into how our minds work and why we might be persuaded to do certain things or accept certain opinions. Here are the findings that are most relevant for copywriting:
Reciprocity
It’s a concept that we feel obligated to give back to people who give us something in return. It’s important to keep this idea in mind when putting together your marketing plan and content. The clearest example of using reciprocity in sales is to offer something for free. This way you can reinforce your credibility and show your expertise.
Personalization
We prefer experiences that feel personal to us. According to research, personalization gives us a sense of control by making us feel like we’re getting something just for us. And people like to feel in control.
If you use personalized content, you can also reduce information overload. If we know we are getting information tailored to our unique needs, it feels more manageable and less overwhelming.
In copywriting, this is partly why it’s so important to write for your unique customer is so important and not for the general reader.
5 Tips for More Selling Copywriting
Focus on the benefits, not the features
The first step in writing is convincingly showing customers what is there for them. Why does a particular feature of a product or service matter? How will it help them? How will this solve a specific problem?
This means talking about the specific benefits they will experience as a direct result of your service, rather than just an abstract discussion of features. You also want to highlight your brand’s unique value proposition. What makes your product stand out from others? It sets you apart from your competitors by distinguishing your product descriptions from other people and helping customers through their decision-making process.
Make it history
Stories have been scientifically proven to have a powerful effect on our psyche. We get involved in stories and convince them in a way that we are not abstract information. We tend to empathize with the point of view of the protagonist, and this makes the described product or service more real and tangible.
You can use storytelling for more than just describing your products. You can also use it to create a connection between the reader and your company by sharing your brand’s story. How did you get here? What is the motivation behind your service? It transforms you from a faceless corporation into something more human.
Learn your client’s language
If you want to communicate with people, you need to write the way people speak. You need to use simple words, a conversational tone, and stay away from jargon. But it’s even better if you can speak exactly as your specific clients speak. To find out what it is, check out the forums, testimonials, and customer testimonials. What words come up over and over again?
Create a word list that you can use in product descriptions and other compelling copy. This will help you develop a consistent and powerful brand voice and encourage customers to connect with you by showing that you have things in common. You understand them and know where they come from.
Be playful and quirky
Humor is hard to get right. But if you manage to make your customers laugh, or at least smile, they are more likely to remember you. Be a little crazy, and stand out from the crowd.
Anecdotes, jokes, or funny images will help you attract customers. 65% of Gen Z audiences say that humor is the most important creative receptivity enhancer. In other words, they are more likely to enjoy the ad and have a positive brand image if humor is used.
But only within reasonable limits. There is nothing worse than someone who tries to be funny and unsuccessful. Also, controversial or nasty humor is more likely to backfire.
Submit your objections
You are not a door-to-door salesperson, and as such, you cannot overcome customer objections as they arise. Instead, you should anticipate the problems customers might have with your product or service and include the solutions in your copy. Usually, people don’t want to spend their money. So your customers will most likely have a list of reasons why they shouldn’t buy your product or pay for your services. Overcoming these objections requires you to put yourself in your client’s shoes. Focus on what they can get from your product, not the money they will spend.
Selling copywriting is a real art. It consists of difficult but important elements that include the psychology and principles of sales. Once you understand what people want from you, you can create a connection. This will allow you to convince and influence them more effectively. But it’s all about understanding the client. Who are they? What do they need? How can you help? Persuasion begins with empathy before using creative tools to make your argument.
