7 Psychological effects that influence human behavior
And how to use them in your marketing copy
To turn your small business into an empire 👇
And how to use them in your marketing copy
To turn your small business into an empire 👇
#1. The Novelty Effect
People love new things.
Novelty Effect means buyers react positively to new changes just because they're new.
If your copy stops working after a while…
▪️Tweak the offer
▪️Change the big idea
▪️Change the headline
▪️Change the format
▪️Monitor results
People love new things.
Novelty Effect means buyers react positively to new changes just because they're new.
If your copy stops working after a while…
▪️Tweak the offer
▪️Change the big idea
▪️Change the headline
▪️Change the format
▪️Monitor results
People who have seen your ad before may be bored with it
And only buy when they see something new.
But be careful.
Give enough time for novelty to wear off
So you can determine whether people bought because they see something new...
Or because your copy is good.
And only buy when they see something new.
But be careful.
Give enough time for novelty to wear off
So you can determine whether people bought because they see something new...
Or because your copy is good.
#2. The Pratfall Effect
When people see someone they value make a mistake…
They appear even more likeable.
They are more likely to patronize them.
So what's the best way to use this when marketing or writing copy?
When people see someone they value make a mistake…
They appear even more likeable.
They are more likely to patronize them.
So what's the best way to use this when marketing or writing copy?
Admit your flaws and get even more customers.
If you run a coaching business…
You can narrate how you still make mistakes.
Your clients see you're human too and love you even more for it.
If you run an e-commerce brand
Show your imperfections . Just like these 👇
If you run a coaching business…
You can narrate how you still make mistakes.
Your clients see you're human too and love you even more for it.
If you run an e-commerce brand
Show your imperfections . Just like these 👇
People want an authentic brand.
You don't have to be 100% perfect for your customers to love you.
You don't have to be 100% perfect for your customers to love you.
#3. The Focusing Effect
People remember the first piece of information their brain receives...
And use it to make decisions later on.
As a result...
You must not only know how to write good sentences…
But also the best way to structure your copy for optimal conversions.
People remember the first piece of information their brain receives...
And use it to make decisions later on.
As a result...
You must not only know how to write good sentences…
But also the best way to structure your copy for optimal conversions.
A good place to use this in your copy is the pricing section.
Show the audience a higher price and build perceived value first…
Repeat this high price so it sticks in their heads.
Then...
Show them the new sale price.
It makes your offer even more juicy.
Show the audience a higher price and build perceived value first…
Repeat this high price so it sticks in their heads.
Then...
Show them the new sale price.
It makes your offer even more juicy.
Another way to use the focusing effect is to -
Bolden your core value proposition.
Let people see what you have to offer
So it remains stuck in their head as they read the rest of your copy...
And they read everything through that lens.
Bolden your core value proposition.
Let people see what you have to offer
So it remains stuck in their head as they read the rest of your copy...
And they read everything through that lens.
#4. The Priming Effect
“What people do in any situation is influenced by something they saw or heard just before that occurrence…”
And you don't even know when your mind does this.
It's why a copywriter is not just a writer.
And not everyone can write copy that converts.
“What people do in any situation is influenced by something they saw or heard just before that occurrence…”
And you don't even know when your mind does this.
It's why a copywriter is not just a writer.
And not everyone can write copy that converts.
For your copy to be effective…
You must prime the readers before they get to your CTA.
Everything you mention in your copy must make them more receptive to your offer.
You must prime the readers before they get to your CTA.
Everything you mention in your copy must make them more receptive to your offer.
How do you make them more willing to buy from you?
1. Research.
2. Get words, phrases, and situations that make them feel a strong emotion...
3. Use these emotional words and phrases right before your CTA.
1. Research.
2. Get words, phrases, and situations that make them feel a strong emotion...
3. Use these emotional words and phrases right before your CTA.
#5. The Zeigarnik Effect
Let me tell you…
Your brain focuses more on incomplete tasks than complete ones.
In other words…
Your prospects stop reading your copy when they lose interest.
And they don't leave your copy until they've closed all the loops you opened.
Let me tell you…
Your brain focuses more on incomplete tasks than complete ones.
In other words…
Your prospects stop reading your copy when they lose interest.
And they don't leave your copy until they've closed all the loops you opened.
Tease readers.
Open loops at the beginning of your copy
And don't close them until further down in the copy.
Add mystery…
Leave information out on purpose…
And let your readers find their answers at the end.
Open loops at the beginning of your copy
And don't close them until further down in the copy.
Add mystery…
Leave information out on purpose…
And let your readers find their answers at the end.
#6. The Cognitive Fluency Effect
The easier it is to process information, the more our brain perceives it as the truth.
▪️Use shorter words, sentences, and paragraphs.
▪️Make your copy clear and familiar. Not fancy.
▪️Be conversational. Make your copy interesting to read.
The easier it is to process information, the more our brain perceives it as the truth.
▪️Use shorter words, sentences, and paragraphs.
▪️Make your copy clear and familiar. Not fancy.
▪️Be conversational. Make your copy interesting to read.
#7. The “But You Are Free” Effect
Hmm... This one sounds confusing. Right?
Let me explain...
Humans are more likely to do something when you tell them they don't have to do it.
We like to be responsible for the choices we make.
Hmm... This one sounds confusing. Right?
Let me explain...
Humans are more likely to do something when you tell them they don't have to do it.
We like to be responsible for the choices we make.
This technique is more effective when used for small requests
Like…
- Dropping a review on your product
- Selecting one of your pricing options
- Requesting newsletter subscriptions…
Like…
- Dropping a review on your product
- Selecting one of your pricing options
- Requesting newsletter subscriptions…
It could go like this…
“We would love it if you dropped a review. But of course you’re free not to.”
When readers see that…
They think “Yeah. I liked this product. Let me leave them a review.”
“We would love it if you dropped a review. But of course you’re free not to.”
When readers see that…
They think “Yeah. I liked this product. Let me leave them a review.”
Don't force. Tempt.
That's all for today.
Use these 7 psychological effects to improve your copy...
Get more conversions...
And make more sales.
Use these 7 psychological effects to improve your copy...
Get more conversions...
And make more sales.
It takes a lot of time and brainpower to pour out tips like this for you to work with.
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- Marketing
- Psychology
- Persuasion, and
- Storytelling...
Don't miss the next thread 😉
TL;DR
To improve conversions on your copy:
▪️Test new things.
▪️Admit your flaws.
▪️Repeat things you want readers to remember.
▪️Use emotional words and phrases close to the CTA.
▪️Open loops to maintain interest.
▪️Keep it simple.
▪️Don’t force. Tempt.
To improve conversions on your copy:
▪️Test new things.
▪️Admit your flaws.
▪️Repeat things you want readers to remember.
▪️Use emotional words and phrases close to the CTA.
▪️Open loops to maintain interest.
▪️Keep it simple.
▪️Don’t force. Tempt.
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