Psychology is a powerful tool for copywriting, as it can help you understand your audience, persuade them to take action, and connect with them emotionally. In this blog article, I will show you how to use psychology to improve your copywriting in four categories: attention, emotion, persuasion, and trust.
Attention
Attention is the currency of the online world. You need to capture and hold your reader's attention in order to deliver your message and achieve your goal. Here are some ways to use psychology to improve your attention-grabbing copywriting:
- Use the novelty effect. This is the tendency of our brains to pay more attention to new and unfamiliar things. You can use this effect by creating headlines, titles, and hooks that are surprising, unexpected, or intriguing. For example, instead of writing "How to Write Better Emails", you could write "How I Got a 90% Open Rate on My Emails Using This Simple Trick".
- Use the priming effect. This is the influence of previous stimuli on our subsequent behavior and perception. You can use this effect by setting the stage for your reader with relevant words, images, or questions that activate their existing knowledge or associations. For example, if you want to sell a product that helps people sleep better, you could start your copy with "How many hours of sleep did you get last night?" or "Imagine waking up feeling refreshed and energized every morning".
- Use the open loop effect. This is the curiosity and anticipation that we feel when we encounter an incomplete or unresolved story or situation. You can use this effect by creating gaps in your copy that make your reader want to find out more. For example, you could write "There's one thing you need to know before you buy this product" or "I'll reveal the secret to writing irresistible headlines in a minute".
Emotion
Emotion is the driving force behind our decisions and actions. You need to evoke and appeal to your reader's emotions in order to motivate them to take action and remember your message. Here are some ways to use psychology to improve your emotion-based copywriting:
- Use the focusing effect. This is the tendency of our brains to overestimate the importance of one aspect of an event or situation while ignoring other aspects. You can use this effect by highlighting the benefits or pain points of your offer that are most relevant and impactful for your reader. For example, instead of writing "This product will save you time and money", you could write "This product will give you more time to spend with your family and more money to enjoy your life".
- Use the cognitive fluency effect. This is the ease or difficulty of processing information that affects our mood and judgment. You can use this effect by making your copy easy to read and understand, using simple words, short sentences, clear structure, and visual aids. For example, instead of writing "Our product utilizes advanced technology to optimize your workflow and enhance your productivity", you could write "Our product makes your work easier and faster".
- Use the illusory truth effect. This is the tendency of our brains to believe information that we encounter repeatedly or frequently. You can use this effect by repeating your key message or call to action throughout your copy, using different words or formats. For example, if you want your reader to sign up for a free trial, you could write "Start your free trial today", "Don't miss this opportunity to try our product for free", and "Click here to get your free trial now".
Persuasion
Persuasion is the art of influencing someone's attitude or behavior in a desired direction. You need to persuade your reader that your offer is valuable, credible, and preferable over other options. Here are some ways to use psychology to improve your persuasive copywriting:
- Use the reciprocity effect. This is the tendency of our brains to feel obliged to return a favor or a gesture that someone has done for us. You can use this effect by offering something valuable or helpful for free, such as a sample, a trial, a guide, or a consultation. For example, you could write "As a thank you for reading this article, I'm giving you a free copy of my ebook on how to write killer copy".
- Use the scarcity effect. This is the tendency of our brains to perceive something as more valuable or desirable when it is rare or limited. You can use this effect by creating urgency and exclusivity in your offer, such as a deadline, a countdown, a limited quantity, or a special bonus. For example, you could write "This offer expires in 24 hours" or "Only 10 spots left".
- Use the social proof effect. This is the tendency of our brains to follow the behavior or opinion of others, especially when we are uncertain or unsure. You can use this effect by showing evidence of popularity, authority, or credibility in your offer, such as testimonials, reviews, ratings, endorsements, or statistics. For example, you could write "Join over 10,000 happy customers who use our product every day" or "Featured in Forbes, Entrepreneur, and Inc."
Trust
Trust is the foundation of any relationship, especially in the online world. You need to build and maintain trust with your reader in order to establish rapport, credibility, and loyalty. Here are some ways to use psychology to improve your trust-building copywriting:
- Use the pratfall effect. This is the tendency of our brains to find someone more likable or relatable after they make a mistake or show a weakness. You can use this effect by admitting your flaws, errors, or challenges in a humble and honest way. For example, you could write "I know I'm not the best writer in the world, but I'm passionate about sharing what I've learned with you" or "I used to struggle with writing copy until I discovered this simple formula".
- Use the but you are free effect. This is the tendency of our brains to respond more positively to a request when we are reminded that we have a choice or a freedom to refuse. You can use this effect by adding a phrase like "but you are free to decide" or "but it's up to you" at the end of your call to action. For example, you could write "If you want to learn more about how to use psychology in your copywriting, sign up for my newsletter below. But you are free to ignore this offer if you think it's not for you".
- Use the recency/latency effect. This is the tendency of our brains to remember the first and last items in a series better than the middle ones. You can use this effect by making a strong first and last impression in your copy, using attention-grabbing headlines, summaries, and conclusions. For example, you could write "How to Use Psychology to Improve Your Copywriting: A Complete Guide" as your headline and "Now you know how to use psychology to improve your copywriting in four categories: attention, emotion, persuasion, and trust. Apply these techniques today and see the difference in your results" as your conclusion.
That's it for this blog article. I hope you found it useful and interesting. If you have any questions or feedback, please leave a comment below. Thank you for reading.
Source:
(1) The Power of Psychology in Creative Copywriting. https://www.londonspring.org/the-power-of-psychology-in-creative-copywriting/.
(2) . https://bing.com/search?q=how+to+use+psychology+to+improve+your+copywriting.
(3) 26 Brilliant Ways to Use Psychology in Copywriting (+Examples) - WordStream. https://www.wordstream.com/blog/ws/2021/09/01/psychology-copywriting-tips-examples.
(4) How to Use Psychology for Better Copywriting: 26 Ways. https://localiq.com/resources/how-to-use-psychology-for-better-copywriting/.
(5) 10+ Essential Copywriting Skills (& Tips) to Help You Flourish. https://smartblogger.com/copywriting-skills/.
