10 Ways Human Nature Influences Buying Decisions…
And How You Can Use Them To Your Advantage as a Copywriter
[THREAD]
Note: This isn’t for copywriters only…
And How You Can Use Them To Your Advantage as a Copywriter
[THREAD]
Note: This isn’t for copywriters only…
You’re breathing heavily as you glare at your laptop screen.
“If people don’t buy my product, I’ll curse them!” You mutter.
A small puddle gathers at the corner of your right eye.
It’s been 84 hours…
No sale.
“If people don’t buy my product, I’ll curse them!” You mutter.
A small puddle gathers at the corner of your right eye.
It’s been 84 hours…
No sale.
“Was my copy that bad?”
Images of you working on it all night while your friends partied flood your mind.
You wince in pain again, your fingers moving the cursor all over the screen…
Hopeless…
Images of you working on it all night while your friends partied flood your mind.
You wince in pain again, your fingers moving the cursor all over the screen…
Hopeless…
You just don’t understand humans!
One day it seems they are interested in something.
And now, they aren’t?
After you went through the stress of writing a copy that is supposed to convert?
One day it seems they are interested in something.
And now, they aren’t?
After you went through the stress of writing a copy that is supposed to convert?
“I’m not a good copywriter. I shouldn’t have done this…”
It’s finally getting to you.
Defeat...
You think you’ve lost.
Your old job as a college janitor is looking juicy again.
It’s finally getting to you.
Defeat...
You think you’ve lost.
Your old job as a college janitor is looking juicy again.
Before you crawl back to your boss, Mr. Richards to beg for your old job back…
Let me help you understand humans a bit better.
“I’m human too, wtf are you talking about?” You’re almost yelling.
Yes, you’re human. That’s why you didn’t see the things I’m about to show you.
Let me help you understand humans a bit better.
“I’m human too, wtf are you talking about?” You’re almost yelling.
Yes, you’re human. That’s why you didn’t see the things I’m about to show you.
Now, listen!
...Before I leave you to the man who was pocketing 20% of your salary monthly.
...Before I leave you to the man who was pocketing 20% of your salary monthly.
1. Humans look for shortcuts in decision-making.
When you try to buy something at a supermarket,
And you see so many options you’d like to try…
What do you do, knowing you can’t buy them all?
When you try to buy something at a supermarket,
And you see so many options you’d like to try…
What do you do, knowing you can’t buy them all?
“Sorry miss, have you tried any of these before?”
A petite woman in her 30s nods.
“Which one tastes great?” You ask.
She points to a weirdly-shaped sachet dangling on the rack.
You shrug and throw it in your basket.
A petite woman in her 30s nods.
“Which one tastes great?” You ask.
She points to a weirdly-shaped sachet dangling on the rack.
You shrug and throw it in your basket.
We don’t like thinking too hard.
So, our brain looks for shortcuts.
Hey, don’t complicate the situation for your prospects.
Make it easy for them to say… “Yes, I want this shit! This is the one for me.”
How do you do this?
So, our brain looks for shortcuts.
Hey, don’t complicate the situation for your prospects.
Make it easy for them to say… “Yes, I want this shit! This is the one for me.”
How do you do this?
Focus on 1 big idea.
Let your product solve 1 problem
With 1 unique mechanism
No CTAs leading to 5 different pages.
Make sure your customers don’t have to look for a shortcut.
Let your product solve 1 problem
With 1 unique mechanism
No CTAs leading to 5 different pages.
Make sure your customers don’t have to look for a shortcut.
2. Everyone wants to believe they are smart.
You know this..
Because these customers played you
Oh no, it was Mr. Richards.
Like you, everyone wants to feel smart and educated.
And if they sense that you’re trying to outsmart them, they’ll cut you off!
Swissssh!
You know this..
Because these customers played you
Oh no, it was Mr. Richards.
Like you, everyone wants to feel smart and educated.
And if they sense that you’re trying to outsmart them, they’ll cut you off!
Swissssh!
So, you have to write your copy in such a way that you’re using information the prospect already has.
You’re saying what they feel
You craft your message around their opinions.
Reinforcing their beliefs in the copy.
They never think you’re planting something in their heads.
You’re saying what they feel
You craft your message around their opinions.
Reinforcing their beliefs in the copy.
They never think you’re planting something in their heads.
“How do I know what they feel?”
“And the knowledge they dwell on?”
Research!
I slap your shoulder. The tear you’ve been holding back finally streams down your face.
Go to where your customers hang out. See what they talk about,
“And the knowledge they dwell on?”
Research!
I slap your shoulder. The tear you’ve been holding back finally streams down your face.
Go to where your customers hang out. See what they talk about,
3. Humans hate losing more than they like winning.
The last time you won something, how long did you spend celebrating?
A few hours or days at most, and you’re off to finding the next big thing.
But when you lose…
You’ll remember it for weeks… or even months.
The last time you won something, how long did you spend celebrating?
A few hours or days at most, and you’re off to finding the next big thing.
But when you lose…
You’ll remember it for weeks… or even months.
I was scammed of $3,000 by a client in 2019 and I still remember till today.
In 2020, I ran to Skype to bless him with some nice curses even though he blocked me
That’s how much losing hurts.
Your prospects shouldn’t think of how much it would hurt them if it doesn’t work out.
In 2020, I ran to Skype to bless him with some nice curses even though he blocked me
That’s how much losing hurts.
Your prospects shouldn’t think of how much it would hurt them if it doesn’t work out.
Instead, they should say “Oh, if I don’t get the results, I can still meet up with them to explain the situation,”
My money is not gone.
Making your offer risk-averse also gives your prospects assurance that you’re not capping 🧢!
Or wait… have you been lying to them?!
My money is not gone.
Making your offer risk-averse also gives your prospects assurance that you’re not capping 🧢!
Or wait… have you been lying to them?!
4. When confused, we let others decide for us.
If you were not thinking about why the notification for a $20 sale just appeared on your screen,
You’ll remember that I said we like shortcuts...
If you were not thinking about why the notification for a $20 sale just appeared on your screen,
You’ll remember that I said we like shortcuts...
Since there’s no woman at the store to help us select products,
We’ll go for the people screaming at us from the page…
“Buy this stuff! It worked for me, I swear.”
We’ll go for the people screaming at us from the page…
“Buy this stuff! It worked for me, I swear.”
But, you don’t have enough of them on your page.
It takes more people to convince humans to buy something online.
So, 1 testimonial will not do.
Add some more, and let me see their faces too…
Thank you very much.
It takes more people to convince humans to buy something online.
So, 1 testimonial will not do.
Add some more, and let me see their faces too…
Thank you very much.
5. The human mind is open to suggestions.
When you still worked as a janitor, you'd stare at a fancy beer ad at the school junction before you hear home for the day.
Every time you saw it, you were so intrigued that you watched it till the end.
When you still worked as a janitor, you'd stare at a fancy beer ad at the school junction before you hear home for the day.
Every time you saw it, you were so intrigued that you watched it till the end.
The day Mr. Richards fired you, you dragged your legs to the nearest bar…
You didn't think twice before ordering 7 bottles of the beer on that ad.
It was never your favorite…
You never had it in your life.
But, it became your first choice. Why?
You didn't think twice before ordering 7 bottles of the beer on that ad.
It was never your favorite…
You never had it in your life.
But, it became your first choice. Why?
Because your mind was open to suggestions.
You've seen it too many times.
And that drink was cheaper than your ex-favorite.
So, how do you use this when trying to sell?
You've seen it too many times.
And that drink was cheaper than your ex-favorite.
So, how do you use this when trying to sell?
Tell your prospects the real value of your product.
How much is the whole offer?
Mention it several times… in different ways.
E.g
- The entire bundle is valued at $2500
- Break the offer into value packs and state the price of each. Then, mention the full price again.
How much is the whole offer?
Mention it several times… in different ways.
E.g
- The entire bundle is valued at $2500
- Break the offer into value packs and state the price of each. Then, mention the full price again.
"What do you mean? But I already told them?" A small frown forms on your face.
Give them your discounted price!
Because they've seen the full price several times, your selling price feels like you're doing them a huge favor!
Give them your discounted price!
Because they've seen the full price several times, your selling price feels like you're doing them a huge favor!
6. Nobody wants to miss out.
"Look at me!"
I grab your chin, raising your head slightly so our eyes lock…
"Do you know Wizkid?" I whisper.
You nod slowly. You've been listening to his song 'Essence' on repeat for weeks now.
"Look at me!"
I grab your chin, raising your head slightly so our eyes lock…
"Do you know Wizkid?" I whisper.
You nod slowly. You've been listening to his song 'Essence' on repeat for weeks now.
A few days ago, he announced that he'll be headlining a concert in New York.
Tickets sold out within minutes.
Not even up to an hour!
Why?
Tickets sold out within minutes.
Not even up to an hour!
Why?
- People don't want to miss out on the good stuff.
- It's not every day you get to see Wizkid performing live.
- They have something to brag about that others don't.
Yup!
- It's not every day you get to see Wizkid performing live.
- They have something to brag about that others don't.
Yup!
You should do the same with your product.
Get people excited to purchase that they don't leave your site until they see that the order is on the way.
To do this, add scarcity to your offer
Get people excited to purchase that they don't leave your site until they see that the order is on the way.
To do this, add scarcity to your offer
Put a timer, tell them they won't get this anywhere.
Show them that other people are purchasing just like them.
Get them pressed!
Show them that other people are purchasing just like them.
Get them pressed!
7. Humans are biased.
"Oh no! I have no biases." You protest!
"I love everyone, black, white, gay, straight, everything… I swear!"
Phew!
I shake my head and walk over to your bed to lie down.
"Are short people good at basketball?" I ask.
"Oh no! I have no biases." You protest!
"I love everyone, black, white, gay, straight, everything… I swear!"
Phew!
I shake my head and walk over to your bed to lie down.
"Are short people good at basketball?" I ask.
You pause to think for a few seconds… "Not really. They can't reach the net."
"You see! That's a bias!"
Some biases are not bad. They're just formed from things we've heard of and learned over time.
Use them in your copy to strengthen your message...
"You see! That's a bias!"
Some biases are not bad. They're just formed from things we've heard of and learned over time.
Use them in your copy to strengthen your message...
For instance, if you sell a health product, the image of a man in a white lab coat will clear some doubt in your prospect's mind.
They'll think…
"This is a doctor. He's the expert."
Find out the common biases your prospects share and use them to enhance your copy.
They'll think…
"This is a doctor. He's the expert."
Find out the common biases your prospects share and use them to enhance your copy.
8. Humans want to be socially accepted.
Remember how your college friends left you when you became a janitor?
Phew… You're crying again.
I didn't mean to trigger you.
I just wanted to say you didn't fit into their social circle anymore.
Don't cry.
Remember how your college friends left you when you became a janitor?
Phew… You're crying again.
I didn't mean to trigger you.
I just wanted to say you didn't fit into their social circle anymore.
Don't cry.
You want to fit in somewhere, so do I, and your prospects too.
Paint a picture where your product puts them in their desired social class.
You're writing copy for an affiliate marketing course? Show them how the life of a famous affiliate marketer changed in 12 months.
Paint a picture where your product puts them in their desired social class.
You're writing copy for an affiliate marketing course? Show them how the life of a famous affiliate marketer changed in 12 months.
By showing people how your product can finally put them in the big league or make them look as beautiful as their work colleagues, you've gained their hearts.
9. We like to reciprocate kind gestures
"Hmm…" You sigh.
You remembered the lady who helped you get the janitor job and vanished after that.
"You didn't bother to look for her…" I remind you. "You're just a bad person."
Anyways, most of us reciprocate kind gestures.
"Hmm…" You sigh.
You remembered the lady who helped you get the janitor job and vanished after that.
"You didn't bother to look for her…" I remind you. "You're just a bad person."
Anyways, most of us reciprocate kind gestures.
When someone helps us, we find ways we can return the favor.
This also applies to marketing.
You help people by giving them free stuff…
Free tips, resources, tools, and even a free trial for your service.
They feel indebted to you, and end up purchasing your product.
This also applies to marketing.
You help people by giving them free stuff…
Free tips, resources, tools, and even a free trial for your service.
They feel indebted to you, and end up purchasing your product.
10. Humans prefer things they’ve been exposed to over time.
Finally, before I leave your room…
I have a question.
"Do you remember that song you heard for the first time and said it was crap?"
Finally, before I leave your room…
I have a question.
"Do you remember that song you heard for the first time and said it was crap?"
Do you remember how it later became your favorite song and you were jamming to it every evening?
You never thought about it. But, here's what happened…
You never thought about it. But, here's what happened…
1st time - "crap"
Someone played it on the road, in a classroom, at the bar, at the supermarket…
Weeks later - "I should get this song on my playlist."
A month later - "This song is my favorite jam!"
If you never heard the song after the first time, you may still hate it
Someone played it on the road, in a classroom, at the bar, at the supermarket…
Weeks later - "I should get this song on my playlist."
A month later - "This song is my favorite jam!"
If you never heard the song after the first time, you may still hate it
This same thing applies to your product.
Don't let your prospects see you only when you want to see something.
Publish blog posts, make Tiktoks, share value and laugh on Twitter…
When they love you, selling to them becomes easier.
Don't let your prospects see you only when you want to see something.
Publish blog posts, make Tiktoks, share value and laugh on Twitter…
When they love you, selling to them becomes easier.
"Are you still crying?" I tilt my head to stare at your tear-stained face.
I've tried for today… See, you made $20 while I was here.
I'd be leaving now, but it would be in your best interest to "Follow me" to help you make those sales!
I've tried for today… See, you made $20 while I was here.
I'd be leaving now, but it would be in your best interest to "Follow me" to help you make those sales!
TL;DR
10 ways human nature influences buying decisions
1. We look for shortcuts in decision-making.
2. Everyone wants to believe they are smart.
3. We hate losing more than we like winning.
4. When confused, we let others decide for us.
5. The human mind is open to suggestions.
10 ways human nature influences buying decisions
1. We look for shortcuts in decision-making.
2. Everyone wants to believe they are smart.
3. We hate losing more than we like winning.
4. When confused, we let others decide for us.
5. The human mind is open to suggestions.
6. Nobody wants to miss out.
7. Humans are biased.
8. Humans want to be socially accepted.
9. We like to reciprocate kind gestures
10. Humans prefer things they’ve been exposed to over time.
7. Humans are biased.
8. Humans want to be socially accepted.
9. We like to reciprocate kind gestures
10. Humans prefer things they’ve been exposed to over time.
I take a final glance at you...
If you found this very valuable,
1. Follow me @jakevictor_ for threads like this 3X weekly.
2. This thread took some time to create. RT the first tweet to share with friends on your TL! It goes a long way.
Gracias!
If you found this very valuable,
1. Follow me @jakevictor_ for threads like this 3X weekly.
2. This thread took some time to create. RT the first tweet to share with friends on your TL! It goes a long way.
https://twitter.com/jakevictor_/status/1412068366144188434?s=19
Gracias!
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