Introduction
6
Regular Copywriting Vs. Neuro-Response
6
Why Most Copywriting Isn’t Effective
7
A Deeper Look Into Neuro-Response Copywriting
7
Framework
7
Research Methodology
8
Brand Voice
9
Message-Market Fit
9
Positioning
10
Sales Structure
11
Objections
11
Trust
12
Persuasion
13
Why Neuro-Response Matters
13
Applying Neuro-Response Copywriting in Your Business
13
Emotions
14
Why Emotions Matter in Sales
14
How to Use Emotions in Your Copywriting
15
Desire
15
Show Them What They Don't Have
15
Make It Personal
16
Show Them The Path
16
Anger
16
Show Them Where They're Lacking
17
Discuss The State Of The Industry
17
Hit Them With Solutions That Don't Work
17
Call Them To Action
17
Fear
18
Show Them What They're Missing
18
Visualize Their Losses
18
Poke Fun
19
Give Them An Out
19
Anxiety
19
Pile On The Pitfalls
19
Question Their Competence
20
Show Them Their Worst Nightmare
20
Provide Peace Of Mind
20
BONUS Tip: Use Emotional Hooks & Open Loops
21
Example 1:
22
Example 2:
22
Remember: Tread Carefully
Psychology
23
23
What Psych Has to Do With Sales
24
How to Use Psychology in Your Writing
25
Give Something For Free
25
Provide Social Proof
26
Justify the Price
27
Establish Authority
27
Inject A Sense of Urgency
28
Time To Incorporate Some Psychological Triggers
28
Persuasion
29
Why You Need to Persuade People into Buying Anything
29
How to Persuade People
30
Copywriting Strategy #1: Feel It Out
30
Copywriting Strategy #2: Watch Your Language
31
Sensory Descriptions
31
Show, Don’t Tell
32
Crystal Clear Copy
33
Copywriting Strategy #3: Use Persuasive Storytelling
33
Define Your Hero
34
The Problem
34
The Mission Statement
34
Using Emotion
35
Copywriting Strategy #4: Prepare for Objections
35
Copywriting Strategy #5: Use Specifics
37
Persuade The Skeptics
Research
38
38
What Research Has to Do With Sales
38
How to Best Conduct Research
39
Copywriting Research Tip #1: Know Your Audience
39
Copywriting Research Tip #2: Don’t Overthink It
41
Copywriting Research Tip #3: Research Isn’t The End-Product
42
Copywriting Research Tip #4: What’s The Big Idea?
43
Copywriting Research Tip #5: Evaluate Your Current Position
45
Better Writing Takes Better Research
47
Proof of Claims
48
Why You Need Proof of Claims
48
How to Inject Proof of Claims into Your Copy
49
Social Proof: Testimonials
49
Social Proof: Case Studies
49
Social Proof: Expert Opinions
50
Social Proof: Celebrity Endorsements
51
Social Proof: Social Media
51
Social Proof: Product Reviews
52
Social Proof: Comments And Feedback
52
Social Proof: Number Of Users Or Customers
53
Social Proof: Awards And Recognitions
53
Prove Your Offer With Your Copywriting
54
Wrapping Up
54
P.S. Looking for genuinely effective copywriting that intensifies desire and
turns cold traffic into clicks, conversions, and sales?
55
When you work with me, you’re guaranteed to get…
56
Need high-converting copy for your business?
57
About Daniel Doan
57
Introduction
Copy that sells focuses on emotional and psychological tactics. Tricks that tap into
people's inner desires, daily struggles, and subconscious thoughts.
Basically, unlike other forms of writing, copywriting specifically acts as a mirror.
Whatever society believes at the time—whatever it wants or needs—is directly fed
back to us all the time.
After all, that’s the basic law of supply and demand.
But it’s one thing to know you need to inject some strategies here and there. It’s a
whole other thing to actually pull it off.
How do you craft compelling, high-converting copy that effectively uses these
psychological tactics?
Although you could certainly spend as much time as I have experimenting with
formulas, I wouldn't recommend it, especially since I explain everything in this
book.
Think of it as a shortcut for all things sales psychology and emotional pulling.
Assuming you read my last book and understand the fundamentals of copywriting,
Ethical Manipulation Bible: The Ultimate Guide to Writing Emotionally Compelling
and Psychologically Persuasive Copy That Makes People Buy Whatever You’re
Selling is designed to help you master emotions.
Because if you want to relate to your audience, establish credibility and loyalty,
and build long-term relationships, you need the right emotions.
Let’s get started.
Regular Copywriting Vs. Neuro-Response
Persuasion is hard. It’s even harder today when the average person is aware of
once-groundbreaking persuasion techniques. Since good copywriting hinges on
persuasion, at least in part, you can imagine how tactics have evolved.
What you might not know is that there’s a whole framework designed to address
this issue. Think of it as supercharged copywriting with a precise focus on the
modern human psyche.
This is known as the neuro-response framework, and it comes from years of
research, experimentation, and implementation of copywriting strategies. So if you
want to skip that learning process, you’re in the right place.
Why Most Copywriting Isn’t Effective
You’ve probably heard that copywriting is one of the best ways to get more
conversions. I hate to be the one to tell you this, but that’s not true—at least in
most cases.
See, traditional copywriting methods don’t focus on the right things. Most of these
methods involve nothing more than stating features and tying them to benefits.
That might have worked in the past, but you’ll have difficulty keeping your
business afloat if you use those methods today.
Simply put, regular copywriting is just that: regular. It’s worth learning but mainly
serves as a reminder of what not to do.
These “tried-and-true” copywriting methods have value, but they might not
provide your business's monetary value.
A Deeper Look Into Neuro-Response Copywriting
So what is neuro-response copywriting? From the name alone, you can probably
guess that it involves a neurological response. But what does that mean? And how
do you get that response through copywriting?
Here’s how it works:
Framework
Traditional copywriting and neuro-response copywriting are different in many
ways, but they have a few similarities. The first one worth mentioning is the use of
a framework.
You may have experience testing out frameworks (and if you’re like me, you
probably shudder when you think about that tedious process), but that process is
exclusive to traditional copywriting.
Neuro-response copywriting instead uses one proven framework. These are its
parts and a little bit about what they do:
● Powerful hook (to take advantage of the best opportunity to grab your
reader’s attention)
● Persuasive structure (combining emotion, logic, and urgency with a smooth
flow to prop up your offer as a no-brainer)
● Deep empathy (the kind that makes your audience feel seen, heard, and
understood by you)
● Perfect positioning (so you can present your offer in a favorable and unique
light)
● Undeniable proof (which translates to sales arguments backed and
demonstrated by proof)
● Irresistible next steps (steps that make conversion seem easy, painless, and
transformative)
Research Methodology
Much of regular copywriting relies on repurposed methods and tactics. This is
especially true regarding market knowledge. On the other hand, effective
neuro-response copywriting incorporates extensive market knowledge.
The methodology starts with motivation. This is where you ask your audience
questions. What are their pain points? Why do they need your solution as soon as
possible? The answers to these questions are ever-changing, meaning research is
paramount.
Value is another important point to research. Regardless of your audience, you
have to bring a valuable offer to the table. What are the most noteworthy features?
Benefits? Why is your offer the best solution on the market, and why is it
irresistible?
Finally, you have to account for friction. Not physical friction, but the factors that
could turn someone away from your offer. Do you know what might be unclear to
your audience? Do they have objections? Perceived risk? Your goal is to instill trust
in your audience, so they don’t choose an alternative solution.
Brand Voice
What’s your brand’s voice? If you’re unsure, that’s a good sign that you should
consider using neuro-response copywriting. Your brand may have a strong voice,
but you can’t capitalize on it if you don’t recognize what that voice is saying.
For example, consider whether your brand is funny or serious. Humor can be a
great way to differentiate yourself from the competition. However, it can be
interpreted as a sign that you don't take yourself seriously.
Formality ties into this. People will tend to feel more at ease if your brand has a
more casual tone. Conversely, a more formal tone commands respect and can
lend an air of seriousness to your image.
That image can create mutual respect between you and your audience. Now, what
if your brand is a little edgier? A sassy attitude can appeal to a different audience,
communicating how your brand disrupts the market, among other things.
That brings us to enthusiasm. Your brand might be high-energy, and that’s
something you should communicate. Otherwise, you should take a more
matter-of-fact approach. For example, a luxury car ad might have a serious tone,
while a sports car ad could focus more on fun or irreverence.
Of course, this all depends on your brand, offer, and audience. You can develop
your voice as you go or figure it out and optimize your message first.
Message-Market Fit
Knowing your brand and its voice is necessary— knowing your audience and their
market awareness is no different. When people don't know what the problem is,
they won't want to solve it.
So you have to figure out where your audience stands regarding awareness. If
your audience isn’t aware of the problem, your copy should convince them it’s real
and needs solving.
If they’re aware of the problem, they’ll probably want to know what they can do to
address their problem and reduce the pain.
If your audience knows there are solutions, your copy should explain how to solve
their problem. But, of course, the best solution is your offer.
But why? Because it’s still important to explain what makes your offer superior to
the competition—even if your audience knows about your offer. Many people
know they have options but don’t know the details that can help them decide.
Now, what do you do if your audience knows about the market and many of the
products? Focus your copy on what sets your offer apart—things that people
haven’t seen from your competitors.
Positioning
Think about how your brand compares to your competition. If you want to stand
out, you need successful positioning. This relies on elevation, of which there are a
few components:
● Selection (consisting of customization options or ways to tailor your offer to
customers)
● Service (which means you and your team are exceptionally responsive
throughout your relationship with your audience)
● Quality (without superior craftsmanship and attention to detail, your offer is
questionable at best)
● Convenience (so your offer seamlessly delivers on its claims)
● Speed (to guarantee that your customers will get benefits as soon as
possible after their purchases)
● Guarantees (reassurance that customers won’t have any issues in the
transformation process)
● Features (these mean benefits, so make sure to highlight features to add
value to your offer)
● Support (to maintain a strong relationship with customers even after the
initial sale)
Sales Structure
Effective persuasion doesn’t exist without 5 key components. This is what your
sales argument should do:
● Keep the prospect from leaving (tell them who you are, what your offer is,
and why you’re trustworthy)
● Engage the prospect (explain why the offer is right for them, what they
stand to gain, and why your offer is the best on the market)
● Overcome skepticism (give your prospect social proof, explain how your
offer works, and why they should trust that they’ll get what you promise)
● Increase trust and desire (get in your prospect’s good graces, convince
them that they’d enjoy doing business with you, and make sure your copy
makes sense)
● Get the prospect to take action (tell them what to do now, why they should
do it, and what the immediate payoff is)
Objections
People make purchasing decisions based on many questions, factors, and
objections. Objections can be the toughest to deal with because you have to
overcome them before they arise.
Here are some of the objections you should always expect:
● I don’t trust your company
● There are too many confusing choices
● I want to compare alternatives
● The offer’s effectiveness is unclear
● I don’t see why I need this offer right now
● This offer doesn’t seem like it’s right for me
● The benefit of this offer is unclear
● I don’t want to make the wrong decision with my money
● I’m not sure what I’m supposed to do after I take you up on your offer
● My budget doesn’t allow me to buy from you
● I don’t think your offer will solve any problems for me
● This will take too much time to get results
Trust
How often do you give money to people you don’t trust? How about brands? If
you’re like most people, your answer to both questions is probably “never.” That’s
a big issue when you want to do business. Since trust is earned, you have to know
how to secure it for your brand:
1. Priority (Explain why the prospect needs your offer right now and not a
second later.)
2. Risk assessment (Minimize the risk of your offer not providing the desired
results.)
3. Comparison (Your audience has other options, illustrate why you’re the
best.)
4. Necessity (Convince prospects that they don’t just want your offer, they
need it.)
5. Implementation (People always want things to be easy, so explain how your
offer is exactly that.)
6. Resource (Make an argument for the worth of your offer compared to the
cost.)
7. Applicability (Tell the prospect that your offer will work for them and how.)
8. Efficacy (You know your offer works, but your audience also needs to
understand that.)
Why Neuro-Response Matters
So why does this stuff matter? Regular copywriting is easier and has worked for
years, right? That’s true, but you get what you put into neuro-response
copywriting. It takes out the guesswork and ensures that your copy fits any
audience in any industry.
Neuro-response copywriting is also the next step in the evolution of copywriting
and marketing in general. It’s the culmination of years of trial and error, sleepless
nights, and leaps of blind faith.
In other words, it’s the groundwork you need if you want to write effective copy.
Applying Neuro-Response Copywriting in Your Business
At this point, you’re probably wondering how you can incorporate this miracle
framework into your business. The good news is that you can do it yourself. The
bad news is that you still have to do your due diligence.
See, neuro-response copywriting doesn’t consist of a template or two. It requires
an understanding of all the principles that make it work. You can try to emulate
what you’ve learned and seen others do, but that’ll only take you so far.
You might feel lost without a fundamental grasp of copywriting, psychology, and
modern markets. Think of it like this: an amateur driver isn’t going to win a
professional race, even behind the wheel of a fully-equipped racecar.
In some cases, it’s more cost and time-effective to consult an expert who’s already
mastered the neuro-response framework.
Emotions
You can’t sell anything consistently if you don’t tap into your audience’s emotions.
Remember: neuro-response copywriting is all about behavioral psychology and
audience insights.
If you understand these tenets, you’ll have a better understanding of your
audience’s emotions. If you can do that, you’ll know the best ways to appeal to
them time and time again—which means more conversions for your business.
Why Emotions Matter in Sales
Humans are complicated. Emotions are no different.
No two people are alike or react the same way. But we all have similar needs, and
our emotions are born from those needs.
A banana will satisfy your hunger if you're hungry—but you may feel jealous if
someone else's banana is bigger than yours. If you’ve met your basic needs, then
you may find fulfillment by starting a banana plantation and providing bananas for
others.
These different levels of emotions stem from the different levels of needs we as
humans have for survival. Beyond the food and water we need to stave off death,
we also have less concrete needs that contribute to our overall well being.
And copywriting has the power to tap into these base emotions and trigger
emotional responses that make the brain demand action right away.
If your audience is paralyzed by fear or uncertainty, your copy doesn't just provide
a solution. It can also reassure them.
You know—that gut feeling that it's the right solution.
This makes customers feel like they’ve taken control of their situation and really
done something to improve or resolve their issue altogether. This gives them
peace of mind and validation, which, being honest, is crucial to sales.
You want people to walk away feeling smarter, taller, and more confident. So you
can be sure they'll come back to buy more (hopefully).
The key here is to agitate but not provoke. Since you are the bridge between a
business and its audience, being hostile in your copy is the best way to become
unemployed.
Emotions are very powerful, so you should treat your audience's emotions
respectfully. Agitate, prod, and shake things up—but never offend.
How to Use Emotions in Your Copywriting
Desire
Think about the last time you saw an advertisement for pizza on television. You
probably started salivating as you imagined what that pizza would taste like.
You suddenly wanted pizza, didn't you?
Maybe you even started thinking about where to order it from. How about
something cheap, fast, and delivered? Is there a new, trendy pizza place nearby?
Desire has this emotional power. It's the feeling of really wanting something. It’s
one of those things humans struggle to control—and why you order pizza at 10
PM.
Copywriters can activate desire through two powerful psychological motivators:
jealousy and greed. So, we’ll focus on those next.
Show Them What They Don't Have
Greed is part of human nature, so using it in copywriting is actually super relatable
(as well as strategic). After all, what your audience doesn’t have is your solution.
So, this is your chance to describe how you can help them unlock their potential.
Your copy should help prospects understand how your product or service will
increase their income, sure, but illustrate what they could be doing with that
income. Fast cars, penthouse suits, daily banana deliveries via drones.
Greed will make it difficult for them to resist.
Make It Personal
Connect your desire for success in business to something personal. Boosted sales
improve profits for the company, sure, but what does this mean for the person?
Fewer late nights, less crunch time, or finally being able to take that vacation for
starters.
Find out what your audience needs in their personal lives by doing research.
Connect the benefits of your product or service with what it means to your
audience's lives at home, whether it is more free time, fewer stressors, or saving
money.
Show Them The Path
In order to capture your audience's attention, you need to create desire. Once
you've got them chomping at the bit, mouth drooling, show them how to get
exactly what they've been wanting.
When you do this, you get to provide that dream life your audience has always
wanted. You get to show them the path, so all they have to do is follow it.
Anger
This feeling arises when a baser need becomes an obstacle to a greater need. Or,
when life becomes imbalanced.
We become angry when we realize that something isn't right.
Anger doesn’t always manifest as violence or outbursts, but the image of anger as
fire is very accurate. In this case, you're lighting your target audience’s fire.
For example, people may realize that their weight (physiological needs) affects
their health (safety). Even though they want to lose weight, they are angry at the
state of things: their hierarchy has become unbalanced.
Harnessing anger in copywriting is all about whipping that fire into a storm that
encourages your audience to act decisively.
Show Them Where They're Lacking
It can be tricky to show your audience what they're lacking since you don't want to
offend them. However, sometimes you may have to wake them up.
The key here is not to accuse or belittle.
You tap into the audience's desire by showing them something they don't have.
But instead of showing them in terms of "look what you could have," you’re
showing them in terms of "it's not fair that you don't have it."
If you put into context how much they're lacking, you'll be able to trigger that fight
or flight response that craves a quick fix: your product or service.
Discuss The State Of The Industry
No industry is perfect, but that's precisely why so many people can innovate. If
your product or service does something different, you've found something wrong
with the status quo.
You'll get your audience fired up by showing them everything wrong with the
industry. As professionals, they should be upset if their industry doesn't perform as
they think it should. Convince them that things need to change.
Then show them how you have the next big solution.
Hit Them With Solutions That Don't Work
Frustration is another form of anger that can be just as destructive. Using solutions
that don't work—ones they may have already tried—can stoke frustration while
remaining professional.
Buying something that doesn't work is universally frustrating, so take advantage of
that.
Call Them To Action
You need to do something with all that energy as soon as you've lit that fire. Give
your audience something to do about their anger.
This is where you give them an outlet to channel all that energy you've built up.
Whether it's booking a consultation or buying your product, you want to remove as
many barriers as possible between your copy and your audience's action.
Fear
Fear is a powerful emotion. In fact, studies show that people respond more to
negative headlines than positive ones.
For instance, the negative things people say about us stick in our minds more than
the nice things. Copywriting makes use of this intense psychological reaction to
make things memorable.
Think about the things your audience wants to avoid: pain, discomfort,
inconvenience. Or even more specific things like bankruptcy or having to put in
extra hours.
Show Them What They're Missing
No one wants to feel left out or left behind.
Psychologically speaking, losing something is a far more powerful motivator than
knowing that you will gain something.
FOMO is especially prevalent today. Just think about social media. The fear of
missing something important drives many people to constantly monitor their social
media feeds. It might not be entirely rational, but it's our new normal. Why else
would endless scrolling have become a thing?
By showing your audience what they're missing, they're more likely to join. If you
have any testimonials or data showing success with your product or service, you
should promote that. You want your audience to realize they have already missed
out on a great opportunity, but more importantly, that it is not too late to join in.
Visualize Their Losses
One of the most universal fears is losing something we deem valuable, whether
monetarily or emotionally. It could be anything from losing your home to losing
your favorite sweatshirt. The key is to make it personal through storytelling.
So tap into a human element, something to make it real. What will you do if you
lose your home? Who will take the children? What will happen to your belongings?
The more you ask and help them visualize their loss's very real, possible
outcomes, the more they begin to fear it.
Poke Fun
At the very core of peer pressure is the fear of being viewed as less than by
others.
For example, maybe you’ve made fun of the antiquated way some people conduct
business. Or maybe you’ve shown how much cooler cutting-edge entrepreneurs
are.
When you do something like this, you're twisting the knife—or rather the banana.
You're poking fun, but you're not actually looking to harm your audience's feelings.
Poking fun with humor can be particularly effective. It's hard for your audience to
be mad if they're enjoying your content.
Give Them An Out
There is nothing more paralyzing than fear. It's your job as a copywriter to push
your audience's fear to the limit and then offer an out, a release. Something to
ease the fear.
Just remember: in the same way that playing with your audience's anger can
result in that anger being redirected at you, too much fear can result in your copy
being a real buzzkill. Keep in mind that your copy still needs to be engaging and
enjoyable to read.
Anxiety
Anxiety is the response to unperceived general threats, whereas fear is the
response to perceived specific threats. Your body is telling you something is
wrong—or something wrong is about to happen-but your brain is not sure what it
is.
Utilizing anxiety refers to the unpredictable nature of an industry and the
uncertainty of life. There may be danger around every corner.
Pile On The Pitfalls
Whenever you cover pitfall after pitfall, you’re painting a picture of an industry or
business that’s potentially dangerous. And this danger just fuels fear and emotion.
It’s what encourages people to solve their problems.
The key to creating anxiety is to magnify the obstacles and problems you
showcase. Ramp up that imperfection and danger. After all, the desire for a
solution is driven by unease.
Question Their Competence
We often feel anxiety when we don't know if we're capable of facing what lies
ahead. Lack of confidence can lead to anxiety.
An example could be a cautionary tale about an overconfident business owner
who believed they could make it on their own. Your audience will recognize
themselves in that story and question the validity of their own confidence and
competence.
You don't want to insult your audience, but rather point out that there have been
smarter people who have failed. Who can predict how long someone will remain
the leader in their industry?
Show Them Their Worst Nightmare
It’s natural to think about worst-case scenarios. Illustrating them in your copy may
evoke a variety of emotions.
The important thing here is not to cut too close to home. Use a funny anecdote
that resonates with the audience's worst nightmares, but softens the blow by
being a bit over the top.
What you're looking for is to pull that back-of-the-mind scenario to the front.
Provide Peace Of Mind
Children are protected from monsters under the bed by blankets and nightlights.
The blankets and nightlights prevent those generalized anxious thoughts about
monsters.
You've seen this kind of generalized protection service at work before: 24-hour
support, money-back guarantees, personalized service. When your clients feel
protected, it doesn't matter what problems they face.
Once you've made your audience anxious, it's time to provide them peace of
mind.
● "Rest easy knowing that we've got your back."
● "Put your mind at ease and enjoy life."
● "Let us worry about X."
● "Your time is valuable: make the most of it."
Not only does your product or service solve their specific problem, but also, by
choosing you, they can feel the comfort of a protective blanket. You're keeping the
monsters at bay for them.
BONUS Tip: Use Emotional Hooks & Open Loops
No matter what emotions you tap into, hooks and open loops are extremely
effective.
Copy can be used to great effect to "force" people to finish what they've started.
Emotions can be used in many forms of copy and many places, including:
● Towards the beginning of a story to create a "mystery" — In anything
focused on a question, like a story about how a problem was solved.
● At the end of a story or article to create a cliffhanger for the next in the
series — In mail, shows, stories… pretty much everywhere.
● Right before commercial breaks to keep us glued to our seats (basically just
mini cliffhangers) — Usually on TV or the radio. Most forms of media don't
allow for direct control of the content.
So, how do you use them in a hook?
You ask a question, but don't answer it. Or you dangle the answer just out of
reach. That's all there is to it, although there are some nuances you should
consider when using them:
● Should I ever actually answer the question, or should I leave people on a
cliffhanger?
● If I do answer the question, should I do it quickly to subvert expectations or
wait until the end?
● Should I directly ask a question or should it be an implied question?
● Should I create a direct open loop at all, or should it be more subtle?
● Can I just use lots of external links and other resources to create the effect
of an open-loop without actually using one?
It seems like it would be frustrating... In a way, it is. And that makes it so effective.
Closure is hardwired into our brains. When you ask a question, our brains search
for answers.
We find it incredibly hard to forget about tasks that we haven't finished, so starting
with a question in your intro will make people want to answer it, even
subconsciously, which can lead to "... I guess I'll keep on reading to see if I can find
out."
We get frustrated when we don't receive closure, so our desire to search for those
answers can be used against us with open loops.
But how do these hooks look in copy?
Example 1:
"Think you know the answer to this question? Find out below!"
This is a straightforward example. You ask a question that will probably go
unanswered, then promise an answer later on in the copy.
You don't need to answer the question (although an unanswered question can
frustrate people and result in negative comments...), but the aim is to get their foot
in the door.
Example 2:
Here's an industry example, rather than a generic one:
This article by Groove: "The Story We Haven't Shared: How Our Startup Almost
Died."
...How did their startup almost die? You can find out by reading the article. Groove
fans will definitely be interested in the answer to this question, but you won't find it
unless you read the article.
Hence the hook is doing its job. You "force" people to keep on reading.
That being said, it's essential to select a hook that resonates with your audience.
Those outside Groove's audience won’t be interested in the article.
If your audience is misaligned or you try to change up your marketing, you might
find that your hooks suddenly stop being effective. Make sure you understand
why your hooks work when they do, as well as why they don't work when they
don't.
Remember: Tread Carefully
Playing with people's emotions is no laughing matter. You can easily take things
too far and turn your audience against you. It's important to strike the right balance
between trust and agitation as a copywriter, and it's always best to err on the side
of politeness.
It's also important to note that copywriting is never an all-or-nothing thing. When
you highlight some of these key emotions in your copy, you'll also be utilizing the
other tools in your copywriter's toolbox.
Copywriting involves balancing a variety of elements. Mastering these key
emotions will add even more tools to your toolbox and prepare you for anything
the industry may throw at you.
Psychology
You have to know how your audience thinks if you want to do neuro-response
copywriting. There’s no way around it. Knowing your offer in and out is helpful
(and essential), but your approach can’t be one-size-fits-all.
Instead, your offer and related copy have to address your audience’s psychology.
What problems do they have? What do they want to avoid? How can you help
them do that? Dig deeper and deeper, and you’ll eventually understand your
audience’s motivations on a level they might not even understand.
What Psych Has to Do With Sales
Imagine nobody is visiting your website after you put so much work into it.
Prospects aren't opting into your newsletter or forms.
No one’s taking you up on your offer.
What gives? You put so much effort into crafting your website, and it's a work of
art. Shouldn't more site visitors be purchasing what you have to offer?
Well, getting people to buy from you is more complicated than that. Even if
prospects are looking to buy something, they might not add anything to their cart.
Why is that?
The short answer is, it’s human nature.
● You have to prompt people to act before they do something.
● Everyone has millions of things they need to do and goals they want to
achieve.
● It’s hard for everyone to motivate themselves all the time.
Do you remember the last time you had to finish homework, complete chores, or
run errands? In your ideal world, you would stay on the couch streaming shows all
day. So how did you finish those tasks?
The short answer is psychological triggers, but there can be many different
reasons. You or someone else had to trigger a response within your brain to get
you moving.
Everybody responds to triggers, and you can use them to influence customer
behavior. This means you can nudge them to buy your product or service by using
their psychology.
How to Use Psychology in Your Writing
Give Something For Free
Everyone loves free stuff.
Consider how excited you get when you receive free samples in grocery stores or
free swag at conventions. These gestures aren’t only one-sided, though.
Reciprocation is always expected as well.
What does this mean? Well, in this case, grocery stores offer free samples to
entice more people to purchase a product. Also, it's a way to introduce customers
to what they're selling. Otherwise, they might overlook it.
Offering something for free is also a great way to build a relationship with the
customer. Customers often come into contact with your brand through your
website.
Remember how buying something can sometimes feel like life or death? Offering
part of your product or service for free can seem like an olive branch or a sign of
goodwill to customers. It minimizes their sense of risk since they can check out
your business before buying.
Try offering your customers some free stuff. Some examples are:
● Lead magnets - Provide a resource that your customer will find helpful.
They often provide extra information about a problem and offer solutions.
Examples include eBooks, checklists, webinars, and infographics.
● Product samples - Send customers free samples in exchange for their
contact information. For example, send swatches of your fabric if you're
selling clothes. Or, if you’re selling perfume, send scent cards.
● Trial - This is like a free product sample. Allow customers to try out your
product or service for free. For example, Spotify and Apple Music offer free
trials for at least 3 months. Free trials will give potential customers ample
time to decide if they’re willing to pay for your offer.
Again, offering something for free is about reciprocity. Make sure the customer
provides something as well since you are giving something away for free.
For example, if you're setting up a free sample stand, get their attention. Engage
them in conversation. Tell them more about the product that will make them want
to buy it. Tell them how easy it is to make. Describe other popular products from
the brand. Customers are more likely to listen when they're enjoying your food.
For online businesses, have customers submit their email addresses in exchange
for lead magnets. Email addresses are less of a commitment than actual cash. You
can also use contact information to send newsletters and keep prospects
updated. So long as your emails arrive in their inbox, your brand will remain in the
forefront of their minds.
Providing free resources can help you build a relationship with your customers.
You'll see an increase in sales once you begin nurturing customer relationships.
Provide Social Proof
You should be happy if customers like your brand's tone and message. Still, it
doesn't mean much if they don't think your offer will help. This is why social proof
is important for your business.
Trust, credibility, and authority can be established with social proof. Show
prospects how you have improved the lives of your customers. You'll start
convincing them that your brand can help them achieve the same results.
People find it difficult to make decisions on their own. That's why they seek advice
from others. That feedback gives them a better sense of what they can expect.
For example, imagine you’re moving to a new state. Ideally, you should talk to
someone who has lived there. That's because you want to make sure that it's the
best fit for you based on what they tell you. Also, if that person's values and
preferences are similar to yours, you will be more likely to make the same choice.
Examples of social proof include:
● Testimonials - Comments from former clients or customers who endorse
your product. They explain and illustrate how your brand has improved their
lives.
● Case studies - Real-life examples of how your product or service works.
They describe how you helped a client solve problems and achieve goals.
● Reviews and ratings - Your product's star rating, along with reviews from
customers. In these reviews, customers describe their experiences with
your product. The review may include both good and bad points and
whether other customers would recommend it.
You can use these examples of social proof to convince customers that you're
worth their money. Think about it: you're more likely to spend money at a 5-star
restaurant than at a 1-star one.
That's why it's so crucial to build trust with your audience. Make sure they see your
successes. They'll be more likely to buy from you than your competitors.
Justify the Price
Many people like expensive things, but they don't have a lot of disposable income.
As a result, they can't buy everything they want. Instead, they need to decide what
they want and think of a good reason to buy it. Many times, they have to save up
money first.
Even if that reason is untrue, the purchaser needs to justify the purchase. So, your
job is to make sure the purchase is a good one.
For instance, premium banana suits are an investment. They look great and attract
attention, but they aren't cheap. Sure, everyone wants a banana suit, but they
can't always justify the cost.
That's why you should give them a logical reason to buy. A banana suit is less
expensive than a custom three-piece suit, and it can attract more attention, so it's
perfect for standing out. It's not the real reason they want the banana suit, but it
makes sense.
Establish Authority
Authority is important for any business, but it isn't easy to establish. It takes a lot of
time and work. That's even more true if your business is new and not well-known.
The good news is it can get easier as you make a name for yourself. As you gain
experience, you can refer to big clients you've worked with.
For example, many businesses sell bananas, but how do buyers know which
bananas are best? They can try every brand and variety, but that takes too much
time and money. They want to know which banana is best before they make a
purchase.
So, they're more likely to buy from a known brand with connections. They want a
banana that's recognized everywhere.
Inject A Sense of Urgency
Nothing is worse than missing out on something good. Even if it involves money,
people often feel they can't afford to miss out. That's why a sense of urgency
drives sales.
Even an artificial feeling of urgency can give people that extra push. That can look
like a low amount of stock, a limited-time bonus offer, or a regular old sale. If they
don't buy now, they might not ever get the same deal again.
For instance, say you grow bananas and you have to clear out stock before a
harvest. The alternative is to let your bananas rot and lose any potential profit.
All you'd have to do is hold a limited-time sale. People won't want to miss out and
only have a short time to take advantage. You can even increase sales if you don't
have a legitimate reason for a discount.
Time To Incorporate Some Psychological Triggers
Copywriting can be difficult without a good angle. Your argument might fall flat or
you might have to work harder to make your point. Whatever the case, you can
use psychology to your advantage—specifically, psychological triggers.
There is no shortage of psychological triggers to choose from. Some triggers are
better suited for certain offers, but many are versatile. It all depends on your
business and your offer.
So, remember these psychological triggers next time your copy falls flat. If you
continue to struggle don't forget you can always hire a copywriting consultant.
They take care of the hard work and they understand what your business needs.
Persuasion
What do a bank robber and a salesman have in common? Persuasiveness. The
bank robber persuades with force, while the salesman persuades with slick talk.
They both understand that their careers won’t go far without their particular
brands of persuasion.
Neuro-response copywriting is no exception to this rule, but the tactics are much
different. Your copy has to convince your audience that they need your
offer—without even a hint of dishonesty. Otherwise, a dissatisfied customer is the
least of your worries.
Why You Need to Persuade People into Buying Anything
In the age of information and endless Google searches, it’s sometimes scary to
sell a product.
● Readers have more information at their fingertips than ever before.
● They can research you and your product with the click of a button.
● They might read a random article about your product or service and have
some misconceptions about your offer.
As a result, many readers can be highly skeptical when reading copy. And it can
be frustrating to feel like readers don’t trust you. It’s tricky to convince skeptics
that you know your stuff.
Readers will always have concerns and reservations. So, your job is to see those
hesitations ahead of time and put them to rest.
Here’s where great copy comes in. Clear language and intentions can help you
conquer a hyper-skeptical audience. You can sell your product or service with
both charm and intelligence when you’re clear.
How to Persuade People
Copywriting Strategy #1: Feel It Out
It might seem obvious, but your reader is a person. Like you, they’re a human with
feelings and motives, frustrations, and fears. No matter how much they care about
cold, hard facts, they also have emotions and values to uphold.
Take advantage of that. Your words can be used to create a relational experience
with your reader.
Readers won’t want to take in boring or dry information. They want copy that they
can understand and relate to. So, get to know them. A narrative can help you
show them that you understand their problems, fears, and frustrations.
Of course, that’s easier said than done. After all, nothing is harder than getting
yourself off to a solid start.
One easy way to begin is with a problem.
Treat your reader like the main character in a novel. Think about the main problem
your reader faces. How do they feel when they deal with this problem? Are they
sad? Frustrated? Angry? What’s important to them? What result do they want to
achieve?
Understanding your reader and their feelings helps you figure out the right angles.
Next, think about how your product fits into their story. How does it relate to the
problem? Does it help them get a job done? Does it help them sell their product or
service? Make them feel better?
It's not just about conveying that you understand the reader. It's about creating a
story. Readers can use this to visualize how their problems might play out in real
life.
You can use sensory descriptions and visual signals to show readers that you
understand them. Readers will be more likely to trust you and listen to your pitch if
they feel that you understand them.
Copywriting Strategy #2: Watch Your Language
Your words have the power to sell your product or service.
Clear language makes it easier for readers to understand your offer. Knowing your
product or service makes them more likely to want it.
Using your position as a storyteller, you can prove to readers that you know what
they want. And clear language can make that narrative all the more powerful.
Here's your chance to show your readers that you've done your research. You
know what they want. They know what problems they face, how they feel, and
what solutions they need.
A narrative sells not only a storyline but also an experience. Copywriting strategies
can help you create scenarios that readers can touch, taste, see, smell, hear, and
feel.
Our copywriting strategies will improve your pitches by focusing on clarity and
engagement. They range from single words that you can insert to pack an extra
punch, to detailed approaches that call for more careful plans.
But they’re all aimed at creating the greatest possible engagement with your
reader. You’ll want to think hard about what will make the most sense to your
reader. What would they respond to most strongly?
Don't be afraid to experiment with new techniques either. Trying something new
isn't a bad thing. There might be a way to improve your copywriting.
Sensory Descriptions
Using sensory descriptions is a powerful way to create immersive, emotional
stories. Sensory words help readers understand what it would feel like to use your
product or service.
Stories that appeal to the senses of smell, taste, touch, sight, and hearing engage
readers more. The use of sensory details helps readers understand the
importance of your product or service.
Sensory descriptions are most useful when you present the reader with a
problem.
In the same vein as our banana example, details like an echo of an empty stomach
in the middle of a lecture hall can make the issue more tangible and accessible.
Readers can see the value of your offer when they imagine themselves in these
situations.
That’s not all sensory descriptions can do. They’re also helpful tools that show
readers the benefits of your product or service.
You can use sensory descriptions to describe what it's like to use your product or
service to solve a problem. You can give them a taste of the triumph or satisfaction
they might experience. A victory they can only experience if they use your
product.
Readers will be more engaged with your narrative if you use sensory descriptions.
They will have a better understanding of the problem. It also gives them a chance
to experience the satisfaction they might gain from using your product or service.
Show, Don’t Tell
Your product or service isn’t inanimate—it does something. Even if it’s an object, it
creates positive results for your reader.
Instead of endless adjectives, use action words to show how awesome and
exciting it is. Words like "awesome" or "exciting" can seem emphatic but don't
always add impact to your copy.
When we say “action words,” we mean verbs, which communicate an action taken
by a subject over an object. Action verbs give readers a window to watch the
subject interact with objects. Adjectives only describe the subject further.
Adjectives are repetitive and can make your writing bulky. Instead, use more
precise verbs to convey your point. Verbs convey more action and make your
sentences feel more dynamic.
You might need to be a little more adventurous and specific with the verbs you
choose. If you’ve run out of ideas, an online thesaurus can help you amp up your
vocabulary. Sometimes, a new verb can breathe new life into your copy.
Unique but precise verbs can go a long way to show readers how valuable your
product or service is. They emphasize the positive potential of your product or
service for all your readers to see.
They can also help you convey positive results that might come from your product
or service. Readers use verbs to gain front-row seats to watch the action happen.
Precise verbs aren’t only a test of your vocabulary. They help readers to imagine
your product or service in action.
Crystal Clear Copy
All readers want is a clear vision of your offer and how it makes their lives better.
Make your goal and intentions the most important part of your copy.
Each word should direct readers towards your primary objective—a sale. This
might mean you need to go back and edit your copy for any potential confusion.
Cutting out unnecessary words can be a difficult task, but it does work. By
keeping it simple, you prevent readers from becoming confused or lost. When you
remove distracting words from your pitch, you make it stronger.
This way, readers won’t need to study your copy to understand what you’re
getting at. Clear language and thoughtful illustrations make your point as obvious
as possible.
Copywriting Strategy #3: Use Persuasive Storytelling
Many people associate storytelling with authors and short story writers. Maybe
even a few poets. Theater work, TV shows, and film scripts.
Even special magazine writing, such as those lengthy articles in National
Geographic where the traveler/writer tells the story of their latest adventure.
But here's the thing: it pays to be a good storyteller whether you're an author or
not. You don't need to be a writer by trade to tell a captivating story. In fact, if
you're a business owner, an entrepreneur, then you absolutely need to be a good
writer.
It comes with a long list of benefits. Telling a good story means:
● Improving branding and public perception
● Boosting relatability with a target audience
● Communicating clearly and developing a connection between you and a
cause or mission
And as a result, sell even more products and services.
Despite the abundance of sales strategies and copywriting gimmicks, the simple
stories that play on human instincts are the most effective. After all, we've been
telling stories since before we could write. They've built up cultures and
developed entire ways of life.
But unlike creative writing, the entrepreneurial spin of storytelling is one in which
you know how to play up your marketing strengths. Knowing what to invest the
most time in, and how to use wording to your advantage.
Define Your Hero
To start, define who your hero is. Maybe it's you, or maybe... it's your favorite client.
What problem did you help them solve and how did that transform their life? How
did you transform your life with your own decision?
What is the internal transformation, and how is that reflected externally?
The Problem
Now that you've answered these questions, it's time for the hero to realize the
problem. This will lead them to realize what they truly want, creating a very
relatable moment.
The Mission Statement
Your mission statement needs to be:
1. Realistic/achievable
2. Something you genuinely care about
3. Intriguing; something that sparks questions or curiosity
4. On brand, which means relatable to your audience
5. No longer than one solid sentence
Using Emotion
Emotion is one of those things that is difficult to nail unless you act for a living.
When you don't feel it, you can't show it, and it tends to ruin otherwise
heartwarming moments.
So whatever your mission statement is, make sure you truly believe in it. When in
doubt, consult the list:
● Is this something you live with on a daily basis?
● Is this something you wish people could change?
● What are you hoping people will get out of this?
● How will this impact the world?
● What life choices have you made in honor of this mission/goal?
● Have you sacrificed anything for this?
● When speaking about this topic with others, do you naturally get fired up,
emotional, or opinionated?
Copywriting Strategy #4: Prepare for Objections
There are five basic types of objections:
Overwhelmed — Too much content and too many objectives stop your reader
from considering your offer. Instead, offer empathy and refute their objections with
helpful facts.
● I don’t have enough time.
● I can do it later
● I’m too busy.
● I have other things to do.
Value — People have limited time and limited resources to spend. You must
convince them that your company's worth it, that they’ll get the most “bang for
their buck” with you.
● I can’t afford it.
● I don’t have the money.
● I can get it cheaper somewhere else.
● I have better things to buy.
Skepticism — It’s the basis of all scientific inquiry. Human beings question their
environment and learn from it. This is why you provide proof, as in technique #5.
● I don’t believe you.
● It wouldn’t work.
● I’ve tried that before.
● You’re lying to me.
Fear — Being alert to the dangers around you keeps you safe. Animals are
hard-wired to expect danger and avoid it. Inspire confidence and earn their trust.
Also, consider their “fear of missing out” as an antidote to objections.
● I have to check with my partner.
● It’s against our policy.
● We don’t have the resources to do that.
● I’m not ready.
Complacency — The consumer is happy with what they have and doesn’t feel they
need more. This may sound cynical, but there’s always a way to create more
needs. Consider the egg peeler or the garlic press. You can perform the actions
with your hands or a generic tool, but these specialized objects do it faster.
● I don’t need it.
● I’m fine the way it is.
● I already use this.
● The one I have is good enough.
● I can do it on my own.
Treat objections as requests for more information. Remember, long copy has
plenty of room to explain away any doubts that arise. Show empathy and establish
credibility.
Copywriting Strategy #5: Use Specifics
You may have seen something that states it will have a "significant" impact or will
"double" your earnings. And due to how vague and easy they are to make up, you
often dismiss those claims unconsciously.
Compare those claims to specific proof, like multiplying earnings by 253%, or
having a 97% stronger impact on average.
Those types of numbers can only be obtained by either lying or crunching
numbers, and since it's hard to lie with specifics, we usually assume they're
accurate.
In general, claims sound too good to be true and are too easy to fake on the spot
to be believed, but specific evidence is highly persuasive due to the amount of
effort that goes into calculating it.
Here are some ways you can add specific proof to your copywriting:
● Use percentages
● Use the average savings amount your customers can expect
● Use social proof, such as testimonials, reviews, tagged content, and social
account buttons
● Endorsements
● Case studies
● Demonstrations
Persuade The Skeptics
The online research skills of your readers are no match for these tools. With these
tools, you can make your point clear to skeptical readers. With an understanding
of their frustrations and fears, you can anticipate their concerns.
Once you predict their reservations, you can immediately address them from
every angle.
You’ll know how to craft an engaging narrative that features your product or
service. You can use sensory descriptions to make readers feel like they're right
there with you. You want your readers to feel as if they are right there with you.
You’ll know how to use verbs that put the power and value of your product on full
display by showing action. Instead of relying on adjectives, you can show readers
how your product or service can go to work for them.
By making readers feel seen and heard, they will trust you more when you say you
have the perfect solution to their problem.
So, try these tools to demonstrate your understanding of skeptical readers. You’ll
be amazed at the positive results.
Research
A solid understanding of traditional copywriting doesn’t mean you understand
your audience or the market. Especially since both things can and do change at
the drop of a hat.
There’s only one solution for that: research. The more you know, the better. That’s
one of the cornerstones of neuro-response copywriting, and you won’t get far
without it.
What Research Has to Do With Sales
It's just one of those days. When you sit down to write some copy for your
business, it's just one of those days. Setting goals for outreach and the final
product of your writing is a good idea.
The thing is, you have no idea how to get there.
It happens. Getting started with copywriting can be challenging, even when you
know how important it is to your business. So what should you write about?
● Look for answers and get drowned in examples that don’t offer any real
help.
● Find resources with general advice and platitudes that sound nice but mean
nothing.
● See how they might tell or show you how to write for their business, but
that’s no good to you.
You want to write to your audience about your business.
You risk alienating potential customers if you don't decide what to write. You might
end up writing copy that attracts Martians instead of buyers.
How to Best Conduct Research
Copywriting Research Tip #1: Know Your Audience
How do you ask the right questions? Figure out who your audience is. Before you
begin any form of copywriting, figure out who your audience is.
You can't reach your audience if you don't know who they are. If you can't reach
them, you can't convert them.
Overgeneralizing your audience can be tempting. The concern is that if you write
for too specific an audience, no one else will be able to relate. Being too specific
might turn people away.
Don’t give in to those fears.
When you’re specific with your audience, the opposite of those fears comes true.
You reach more people, and your conversion rates increase.
Think of it like shooting at a target with a bow and arrow.
When you aim for the bullseye, all your arrows will at least hit the target, even if
they don't all reach the bullseye. You won't have much luck hitting the target if you
aim in its general direction.
Finding an audience is the same way. Imagine your ideal client as a single person.
Not an audience, a single person coming to your business to solve a problem.
● What attributes does that person have?
● What are their hopes and fears?
● What is most important to them?
● In what ways are they unhappy?
Build your copy around the attributes of that single person.
If you have a customer base that’s come to you often before, this tip is a little
different.
You will get to know your audience rather than looking for it. Reconnect with your
repeat customers or customers who enjoy working with you. Listen to what they
have to say about your business.
Here are some ideas for questions to ask:
● What terrifies you?
● What does that mean if that happens?
● How would you describe that fear if you weren’t worried about anyone
judging you?
● What is your deepest desire for your life right now?
● What objectives do you have for your business/life?
● If I could provide that for you, what would I have to do to give you a burning
desire for what I have to sell?
● What words would you use to describe what I offer, and how could I express
that in a way that would resonate with you?
● How badly do you want what I’m selling?
● How could I make you want what I’m selling more?
● What objections do you have to what I’m selling and what I can show you or
tell you to overcome those objections?
● What would stop you from getting the results I’m promising you can get?
● What could I do to sweeten the deal, so you feel comfortable and eager to
take advantage of it before I change my mind?
● As you look at my competitors, what have you seen that you like and that
made you want to buy from them right now?
● What did I show you or prove to you that turned you from a prospect into a
customer who does business for me or with me?
● What do you think is a fair price for what I have to sell?
● What else can you tell me that will make what I have to offer even more
appealing to you?
● What other problems or concerns do you have that I may not be aware of or
don’t realize are important to you?
These questions are a good place to start. They can be used to draft your own
questionnaire. Once you have one, ask the customers who make up most of your
business to fill out the questionnaire.
The filled-out questionnaires can be a great source of data. That data can help
you get inside the heads of the people who already know and love your business.
Once you understand your prospects' minds, you can write copy that piques their
interest for customers who haven't yet converted.
Copywriting Research Tip #2: Don’t Overthink It
What if you don’t have access to customers or don’t have a customer base built up
yet? No worries. You don’t need anything fancy to do good research.
Although it is helpful to speak with clients one-on-one, there are other options.
You'll find Google to be one of the best tools for your research. Like any tool, you
have to know how to use it.
A great starting place is to enter a search for yourself. So, for the banana stand we
mentioned earlier, you might search for “healthy snack options” or “fast food near
me”.
Then, record the first 5 results. Read through the articles that come up. Are there
any similarities? What are they missing that you could add?
If you don't find useful information in the articles, refine your search terms. Keep
track of the changes that you made and the differences that you noticed in the
articles.
So “fast food” might not have come up with anything related to a banana stand.
What about “healthy fast food” or “local fast food”?
In your search results, you should be able to see what you're looking for in the first
five articles. Your audience's needs will help you target your content.
Google can also be one of the best places for finding snippets of your audience’s
voice “in the wild”.
Forums such as Facebook groups and Reddit threads can help you understand
what your audience is saying. In addition, you can use them to get a sense of your
audience's tone in its natural environment by reading through them.
You don't need special tools or an in-person focus group to do good research or
know what your audience wants. Start gathering information and writing your copy
no matter what.
Copywriting Research Tip #3: Research Isn’t The End-Product
Gathering information is important, but you shouldn't stop there. Research can't
and shouldn't be the end result.
What researching does is provide you with an accurate background to work from.
If an artist were drawing a banana from memory, they could draw an ok
representation of a banana. It wouldn’t be anything special, but it would get the
point across.
If they were looking at a real banana in front of them, they could add more visual
information. Highlight features to show that they were drawing this particular
banana.
Research is the writing parallel to looking at a real banana. It gives you the
opportunity to tailor your writing for a particular audience. Your writing will be
unique to your product and your audience.
Since you’ve researched your audience, you know what things will be interesting
to them.
Using your research, you can highlight how you meet their needs in a special way.
Rather than reciting back to them what they already know, you will be able to write
something for them.
Research becomes an uninspiring list of facts if you try to write it instead of using it
as a tool.
After reading a research paper on how bananas are healthy, you wouldn't rush to
the store for one. Your audience won't either. Reciting your research instead of
writing your copy is the same.
You need to bring that “x” factor- the special element that only you and your brand
can provide. The creativity of writing comes in here. This is where you use
techniques that would make your copy interesting or unusual.
You can double the effectiveness of your copy by following this method. You'll use
your artistic flair as well as the facts from your research to support it.
Copywriting Research Tip #4: What’s The Big Idea?
This may seem counterintuitive, but hear me out. Your copywriting isn’t selling a
product or service.
Every Tom, Joe, and Larry is selling products to your audience. Any monkey with a
case of bananas can sell a product.
You shouldn’t try to sell to your audience.
Of course, that’s your goal, but don’t make your audience feel that way. They don’t
want to hear about any more “stuff”. It’s forgettable and pushy.
What your copy is selling them on is an idea. Successful copy sells the reader on a
concept instead of a product.
You aren’t selling bananas, you’re selling health, for instance.
When you write copy for the banana stand, you don’t want to be selling your
audience plain old regular bananas. You’re selling a healthier lifestyle, and your
banana stand happens to be what gets them there.
Whenever you're researching, you should always look for the Big Idea you'll be
selling.
What ideas are in your audience’s mind? What core desires do they have?
A great way to find out is to use the MERIT system. MERIT stands for Money,
Energy, Reputation, Identity, Time.
The following are five of the biggest reasons for a customer to purchase
something. What does this look like in research? You can start by making a list of
questions like this:
● Is this going to make me money?
● Is this going to give me energy?
● Is this going to increase my reputation?
● Will this better my identity (self-worth)?
● Will this help me free up more time?
● Will this lose me money?
● Will I lose energy if I buy this?
● Will this have a chance of ruining my reputation?
● Will this harm my identity?
These are questions your audience is asking themselves. The best way to answer
them is to be as specific and helpful as possible.
This might involve asking them or yourself follow-up questions like “How?” or
“What about x (objection)?”
Answering these questions can help you pinpoint your Big Idea. Make sure you
answer all of them, even if it’s hard. Once you have your answers, you can choose
one of the MERIT categories to focus on.
One way to do this is the process of elimination. Your product could depend upon
a larger up-front investment. That’s ok, you know to pick something other than the
money category.
You might be selling something like an online course that will take time to
complete. That’s okay. Your main direction can be something other than time.
You should try and address as many of the MERIT categories as you can in your
copy. To keep your copy focused and cohesive, you'll want to choose one main
direction.
Get as specific as possible with your answers to all the questions.
This will make it easier for you to determine which of them is the strongest
direction for your copy. Your Big Idea is what will convert your customers for life. If
you do that, you'll stay in their minds long after they've read your copy.
Copywriting Research Tip #5: Evaluate Your Current Position
After doing all this pivoting and market research, it would be a good idea to
reevaluate and ensure that you have not gone too far or not far enough in some
areas.
Ask yourself these questions:
● Is my target demographic too niche? Are there enough people?
○ Is my business fundamentally only interesting for a niche audience, or
do I need to expand my demographic?
● Am I appropriately benefiting my target? Will they see the benefits?
○ What should I do to make my business's benefits more relevant?
○ What can my business offer my customers already, or do I need to
inform them more in my marketing?
● Can my target afford my product or service?
○ Should I reduce the baseline cost of my business or offer alternatives
at different price points?
● Is my target accessible?
○ Do I need an online presence?
○ Do I need a physical presence or an expanded physical presence in
other areas?
Even if you know exactly who you need to sell to, you must consider if they can be
sold to in the first place. If they can't, you need to pivot to a different demographic
or find a way to reach them.
Also, don't forget that you don't have to focus on your primary demographic
exclusively. Multiple niches simply increase your customer count without
sacrificing your primary audience.
Most developers develop their apps for iOS, but many port them over to Android
to tap into untapped or under-tapped markets, as long as the cost does not
outweigh the benefits.
Nevertheless, you shouldn’t compromise your focus on expanding the company's
demographics. A watered-down universal solution doesn’t appeal to anyone.
How can you figure all of this out? What resources are out there that you can use?
Fortunately, there are quite a few. Using search analytics from Google, you can
see who is searching for your business and how often.
If you have a physical business, you'll have to get creative. Maybe your business is
mentioned in magazines or articles, and those pieces have details that are
relevant.
Maybe you need to conduct more surveys or interviews to make sure you're
keeping up with demands.
Regardless of the method, once you know who you're selling to and that they are
interested, it is much easier to cater to that group.
Better Writing Takes Better Research
The best way to write top-notch copy is to learn how to research. After all, history’s
best copywriters were all research fanatics. They used research-backed
copywriting to their advantage.
That’s the secret to boosting your conversions and it works like nothing else.
It's easy to say that, but why does it improve your writing so much?
Research helps you write more truthfully by providing facts. It also helps you put
your audience's voice into your writing. Using your audience's language helps
your copy connect with them more than any other type of business writing.
The best part? It’s within your reach. You can do good research.
It’s all about asking the right questions and using the right answers. The questions
that lead to great copy are ones that help you understand your audience.
Good questions help you learn what your audience hopes and fears. They help
you discover the voice of your audience. They can reveal what leads them to
compete with your brand.
Then you can find the Big Idea to sell your audience on.
Getting your audience to answer those questions whenever possible is ideal. You
can still search for their dialogue online if you can't reach them personally. If you
have enough experience, you can even answer the questions yourself.
You can take already creative copy to the next level once you nail your research.
This will give you credibility that you might not otherwise have. By giving you a
clear target, you are able to unleash the full potential of your copy.
The key to skyrocketing your conversions is keeping research at the center of
your copy. All that for a couple of questions? That's a deal you can't pass up.
Proof of Claims
To speak to your audience’s deepest desires, you need to speak the truth.
Otherwise, you’re dealing in deception. That won’t go over well with your
audience—and the FTC will be even less lenient.
Even if the proof isn’t deceptive, it might not be enough to convince your
audience to engage with your offer. That’s where neuro-response copywriting
comes in.
Why You Need Proof of Claims
Your copy is engaging. You're getting tons of organic traffic. People are interested
in what you're offering and ready to hear what you have to say.
There’s just one problem — nobody’s following through on your call to action.
They just have to click the link and purchase your product. It could be bananas or
a subscription to a banana farmer's magazine. Maybe you want to exchange
contact details for more information.
You've told them about the benefits of your offer. How can you establish
credibility? What will make them take you seriously?
Your CTA will be more appealing if you hear from satisfied customers.
● Everyone’s concerned about what other people are doing.
● They tend to trust what others are doing more than they trust their own
instincts.
● Social proof shows people that your offer can provide valuable benefits for
them.
Imagine the first person to eat a banana. You'd have to be pretty brave to try it
without knowing anything about it. Others wouldn't be so reckless or brave.
Then, they would see that the first person was fine and the banana wasn't
poisonous. From then on, they would feel comfortable eating bananas.
Banana eaters spread the word about how delicious bananas are, which made
others want to try them. Testimonials convinced others that bananas were safe.
That’s what you need to do for your offer with social proof.
How to Inject Proof of Claims into Your Copy
Social Proof: Testimonials
Your product's testimonials provide evidence that it has had success in the past.
Great testimonials tell a story. It explains how your product solves a common
problem. For instance, maybe your banana face cream improved the complexion
of your customers.
Most testimonials follow a similar format. Describe the problem, your solution, and
how your solution is uniquely suitable for the situation. Customer enthusiasm and
emotional reaction give the testimonial a personal touch.
Use the details that’ll put across the message you want to convey.
Show how their experience is representative of everyone's experience. It is a
good idea to include pictures of the person and some information about them in
testimonials to make them more relatable and credible. Match their demographics
with the audience you are trying to reach.
Before doing so, make sure you have permission to do so. If you make up fake
testimonials, people will figure it out and won't trust you. There are plenty of real
testimonials for you to choose from.
Social Proof: Case Studies
Case studies tell a more detailed story about the user's experience. Consumers
can relate to them. Use these when your copy is long, and you need a lot of
supporting arguments.
The three fundamentals of a case study are:
● The problems your customer brought to you.
● The service you provided and how unique it was.
● The results of your company’s efforts.
Structures like these support your copy and show how your solutions can also
work for them.
Usually, one case study is enough to support your main argument. They show how
your company deals with pain points that the viewer may have in common with
the case study. People will be able to relate to the benefits of your offer and see
how it meets their needs.
Hard facts back up well-documented case studies. Those already in the popular
mindset only need to be teasingly teased to reflect the features and benefits of
your product.
Other case studies may come from within the company. They provide statistics
supporting the return on investment for your company's solutions. Data may
include quotes from the designers of the case study.
This leads us to our next method.
Social Proof: Expert Opinions
When you appeal to authority, you make potential users feel more comfortable
taking the next step and responding to your call to action. Look for someone who
has experience with the topic.
Usually, a doctor or scientist. An expert in their field. Professionals known for their
expertise in their field.
A study conducted at Harvard University showed that increased potassium intake
lowered the number of free radicals in the bloodstream by 80%. A "Dermatologist
Approved" label for a banana skin cream would also make the product seem more
credible. Or stating that something’s “clinically proven.”
Scientists and other specialists are trusted by the public because they think they
know better than the average person. However, you have to be careful not to
sound too elitist or you may turn off some segments of the population who feel
that you are talking down to them.
Social Proof: Celebrity Endorsements
People will do what they see their favorite celebrities do. Paying a celebrity to
promote your product will encourage their fans to try it. It's even better if your
spokesperson gives specific details about the benefits of your product.
They could say, “I’ve been using banana skin cream for fifteen years, and my
friends and family tell me that I haven’t aged a day.” But make sure that the
celebrity you choose fits with your audience and the market that you want to
reach out to. Don't use a 20-year-old celebrity to advertise anti-aging cream.
The human brain is hard-wired to trust familiar faces: friends, family, and even
celebrities. You rely on their expertise to know when something is safe and
effective because you see them so often. The brain cannot distinguish between
people you know in real life and those in the media, which is why you may feel as
if a celebrity is a friend, even if you have never met them.
Influencer marketing is a less expensive method of generating buzz on social
media. Instagram followers are more likely to purchase products or use services
that are used by their favorite Instagram stars. Additionally, influencers provide
more details about your product in their social media posts than you would see in
an endorsement.
Besides providing targeted content for their followers, the main focus of their
Instagram or YouTube channel is to promote products like yours. Social influencers
are so successful and popular because of their seamless integration of content
and advertising.
Social Proof: Social Media
You can use social media to gain credibility. But be careful not to abuse the power
of the internet. Trending topics on Twitter can sometimes be offensive. Make sure
you choose the best hashtag that won't be twisted into something harmful by
doing your research first.
Users who share your posts or like your page are generating social proof for you.
Provide interesting, original content. It's a great way to attract potential customers
without spending a lot of money to be seen on their screens.
People want to do what their friends do. It's part of "FOMO" culture (Fear of
Missing Out). Take advantage of it and show people what they could have.
Social Proof: Product Reviews
Reviewers who have tried the product are believed to know more about it than
they do. People want to know what others have experienced.
The most obvious example of this type of shopping is Amazon reviews. Reviewers
spend hours reading reviews and imagining how they might like the products they
want to purchase.
A few reviews provide pictures of the product or detailed information about how it
works. They enjoy providing their opinions and sharing their experiences. They
essentially write your copy for free.
Other websites, however, don't sell anything but offer reviews for you to browse.
Sites like Consumer Reports are well known for devoting their time and energy to
evaluating products and their claims.
Reviews also affect rankings on Amazon and Google. If someone searches for
"banana skin cream," you want your company to come up near the top. You can
pay to have your company show up at the top of the search results, but it's better
if you achieve it organically through sales, ratings, and reviews.
Your company's reputation can be ruined by bad reviews on sites like Yelp.
Respond to any complaints yourself and show that you have resolved the issue for
the dissatisfied customer. The response shows you care about their pain points
and are willing to follow through on their goals.
Social Proof: Comments And Feedback
Comments on blog posts and lively discussions keep your content alive and make
users more engaged. They're similar to reviews, except you can moderate them
yourself. Be sure to stay on topic and present a positive image of your business.
Having more viewers interact with your website gives them a reason to keep
coming back to see what new comments have been left. Reactions to news
articles on news websites demonstrate how much people enjoy discussing the
topic to an almost alarming extent.
Asking a question at the end of an article encourages people to continue the
debate.
Imagine asking your audience, "What's the best way to cook bananas?" Fried or
baked?” That could lead to a long discussion of the pros and cons of preparing
fruit.
Social Proof: Number Of Users Or Customers
You can also use the bandwagon effect by having a lot of page views and follows.
Rather than paying for fake followers, it's better to get them organically. Pageviews
can be increased by regularly updating your website with dynamic content.
Low numbers can discourage conversions.
It's like looking for restaurants. Five out of six might be crowded. But if the last one
is empty, you might think the food isn't good since nobody is eating there.
So wait until you reach a threshold before sharing how many “likes” and “shares”
your page has.
Exposure and widespread acceptance of your ideas make people want to be “one
of the crowd” or participate in the history of the product. For example, a bakery
might advertise "Open Since 1987" to emphasize its relevance.
Encourage people to share by placing buttons at the bottom. That way, they'll read
your pitch before moving on. As soon as they hit the "Share" button, they're likely
to go somewhere else and not remain on your site.
Social Proof: Awards And Recognitions
Accolades from the industry will strengthen your credibility. Anything that
highlights the quality of your product as it has been assessed by another group
will impress consumers. The more trust they have in the company you've featured,
the better their guarantee of quality will be.
Potential customers are more likely to consider using your services when you
have corporate endorsements on your site. As a shortcut, use the company’s logo
instead of spelling out its name. It won't take long for people to associate your
company with the well-known.
Make sure your page mentions any articles or interviews you've been featured in.
As an example, a local newspaper might review your bakery and say you have the
"Best Banana Bread in Seattle." This saves the reader the trouble of going to every
bakery in the city. They can go straight to yours knowing it is the best quality they
can find.
Citations from these publications scattered throughout the article could improve
conversions. Just don’t include them at the end. They'll pique the interest of your
readers if they see them.
Prove Your Offer With Your Copywriting
The ultimate goal of copywriting is to compel readers to act. People won't act
unless they have substantial proof that what you offer is true. There are hundreds
of ways to provide evidence with copywriting.
Applied skillfully, this proof will appear natural and flow with the rest of your page.
Show how your product has helped others. This will allow new customers to
envision how your product might work for them.
Wrapping Up
It's been a long road, but hopefully, you now understand that copywriting is rooted
in emotion, and without the right emotions, you can’t make a sale. It takes both
emotional and psychological tactics to create persuasive copy that boosts
conversions and grows your business.
But now that you’re equipped to handle that, you can move forward without
sacrificing a ton of time and effort. This will help you spend less time testing,
experimenting, researching, and hoping everything goes well.
Instead, you can focus more on formulating a step-by-step plan to reach your
milestones and business objectives. As always, best of luck on your journey. If you
stay dedicated, focused, and open-minded, you’ll achieve great things.
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About Daniel Doan
Daniel Doan is a veteran direct-response copywriter and conversion strategist
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