As a digital marketer or copywriter, you know that writing effective copy is crucial, but have you ever wondered why certain words, phrases and techniques resonate with audiences while others don't? The answer sit in the psychology and today we expand on a few basics of the digital marketing blueprint.
Let's explore the science of persuasion and how to apply psychological principles to market in a way that sells.
Principle #1: Reciprocity
People are more likely to say yes to those who have done something for them first. How can this principle be applied?
Offer a free trial or resource
Highlight how they will benefit from your product/services features
Use language that emphasizes what you're giving, rather than what you asking for
Principle #2: Commitment and Consistency
People strive to be consistent in their words and actions. How can this be leveraged?
Small commitments in the CTA's like signing up for a newsletter or following your page
Reinforce consistency by using language such a as "Join the thousands of customers who trust us
Highlight the benefits of a long-term relationship and loyalty
Social Proof
People are more likely to trust the actions and opinions of others. People trust people who have used a product or service.
Use customer testimonials and reviews
Highlight expert endorsements and partnerships
Showcase social media followers and engagement
Principle #4: Liking
We're more likely to say yes to those we trust. Use rapport and likability in your copy
Use conversational tone and language
Highlight shared values and interests
Storytelling for emotional connection
Principle #5: Scarcity
Higher value is normally placed on things that are scarce. Creating urgency and exclusivity is the way to do it.
Limited- Time offers and promotions are a great tool
Highlighting the benefits of acting quickly
Language that focuses on exclusivity and rarity
Marketing is effectively understanding who you're selling to, where they are currently emotionally/physically/mentally and so on. Understanding where you want them to go or what you want them to do. Then using all you know about them and your product/service to guide them to do your desired action. Using persuasion psychology will help you build trust, rapport and drive sales. Understanding what motivates people to take action then using this to craft an ad that sells.
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