9 Psychological Techniques to Enhance your Copy.

Do you want to learn how understanding human psychology can significantly improve the effectiveness of your copywriting and marketing?

These strategies have been used time and time again by marketers and copywriters alike. Why? Because they actually work. You know they work, think back to the last time you bought something, chances are these techniques were used to convince you to buy. Once you understand them, you will notice them everywhere, in ads, on signs, online, but even though you know that it’s a marketing ploy, it still works.

I write these for clients, I know and understand these techniques and yet I can still be coerced by them myself sometimes, because these techniques really are that powerful!

If you want to sell your product, if you want to write compelling words that convince your audience to choose you over your competitors, then utilising these psychological techniques are a must.

1. Reciprocity

   People love free things and if the freebie you’re offering is of value, you can bet that people will want it, this is often done in exchange for an email address, where the freebie gifted will be a free guide, eBook or some form of valuable content.

   By offering something for free, the receiver can often feel obligated to return the favor.

   Use this technique to encourage reciprocity from your audience.

2. Scarcity

   The fear of missing out can be a great motivator to buy something or take action. Frame your offer in a way that shows what your audience stand to lose if they don’t take action. You can do this by creating a sense of scarcity. Use low stock, limited-time, exclusive deals or even a countdown clock where they can literally see their time running out to make a decision.

   People are more likely to take immediate action, if they fear missing out on it, rather than taking their time to think things through, or having the time to change their mind, or scope out your competitors.

3. Social Proof

   I’ve said it before, and I’ll say it again, people connect with people, and therefore are more likely to trust and follow the opinions of others. This is why it is so important to include social proof, such as reviews, testimonials and case studies. People are more likely to take a chance on you if they have seen someone else’s experience with your product or service beforehand. Social proof helps to build trust and connection with your audience.

   Check out my blog “Why Testimonials are Important for Business” if you want to learn more.

4. Authority

   Who are you and what level of authority to you have to speak about your particular topic?People are more likely to listen to and trust someone with the right experience or qualifications in a particular field.

   As a business owner, you should know your product and brand better than anyone, so demonstrate your sense of authority by showcasing your knowledge, expertise, and credentials.

   If you can’t do this, find someone who can vouch for you, your product and services. This is where social proof comes in handy, or even if your product can be “backed by experts” and don’t just say it is, make sure it is. Contact experts in your field, get honest feedback, and if your product is as great as you think it is they will vouch for you. Honesty is key.

5. Consistency

   Consistency is key to building a lasting foundation in business. Once you’ve decided to commit to something, for instance posting a blog every Friday, you need to stick to it. Your audience will come to expect it and trust in it, don’t let them down.

   Think of your audience as your accountability partner, motivating you to stick to your goals. But this is the same for them, if you continue to show up for them, and enrich their lives, there’s a higher chance that they will choose you and your product when it comes time to buy. Consistency will also keep you at the forefront of their minds.

   If your audience have already received value from you, or if you’ve helped them out in some way, they are more likely to stick with you to see what else you have to offer.

   See my blog “The Importance of Consistent Content” to learn more.

6. Humanise

   Again, people connect with people and are more likely to be persuaded to action by those that they like and connect with. So, humanising your brand is important for connecting with your audience. You can do this through storytelling, relatable content, and genuine interactions.

   Social media is a great way to do this, if you are your brand, show your face, let them see you, let them connect, empathise, and engage with you, the results are significantly better for brands who do this, rather than those who remain faceless.

7. Emotional Appeal

   Emotions play a significant role in decision-making and once you understand your audience's pain points, desires, and fears, you can customise your copy to evoke the response you desire them to have. Do you want them to feel empowered, sad, excited, hopeful, inspired? Will your product or services improve their lives? Does it fix their pain?

   Inspire your audience, and offer them hope that their lives will improve, that this product is the answer to their pain points. If you can trigger their emotions, you can get them to react and in turn, take action.

8. Anchoring

   The anchoring effect is a way to structure your landing pages and products, by presenting the value of the product first and reinforcing it’s quality and value before stating the price you are charging.

   So that your audience have a perceived value of the product, which is usually a much higher price than what will be charged in the end.

   e.g.

   As you can see you will be getting all this value which is usually $$$$ but just for today, we will give it to you at the low cost of $$. That’s less than half of what it’s worth!

   This is a way to skew perception and guide your audience towards your desired option and outcome.

9. Clarity and Simplicity

   Finally, make things easy for your audience. There is no point in trying to overcomplicate a situation or process which can be done simply. Use clear language, obvious call-to-actions and concise messages. Don’t make them second guess, and don’t confuse them. Your audience should know exactly what you are offering and what they are getting as a result. It’s that simple.

By including these psychological techniques into your copy, you can create more persuasive and compelling content that resonates with your audience on a deeper level, driving them to take the desired actions you seek.

Until next time, Happy Writing!

If you are interested in learning exactly how these techniques can be used to benefit your specific business and brand, then Contact me today or join The Digital Branding Journey, where I will deep dive into your business and help you to generate leads, increase your traffic and build your brand through engaging creative content.

Hi there! I’m Kaeleigh, a Digital Marketer with a focus on Creative Content & Copywriting, who helps business owners and entrepreneurs generate leads, increase traffic and build their brands through engaging creative content.