Thought I'd cover a couple of persuasion techniques since they're very important in copywriting.
Some of this is common sense, but I've found that the more information we consume, the more we forget about the basics.
1. Your customer is less concerned about what most of your customers have bought from you and more concerned about how many of those that did buy are like them.
Wrong:
60% of our customers buy this. This is all about you.
Right:
60% of our customers with your needs buy this.
It's a simple change in wording but takes all the glory off of you and causes the customer to think it's about them.
2. You'll write better if you have the mindset of "who can I help" and not "who can help me"
3. You will always sell more with a story than with facts.
A good story that incorporates the facts is more convincing and memorable than just listing facts. Humans are programmed to remember stories.
4. If you're giving something to the customer...
I.E., a discount, always ask for something in return.
10% discount for sharing this.
When you give away a discount with nothing in return, the customer has less trust in your reasons.
Most customers will do a little bit of work in exchange for a discount.
5. Customers are more willing to deal with you when they know you give back.
Tom's Shoes is a great example. Buy a pair and they give a pair away.
Studies have shown it can increase your sales by 45%.
Studies have also shown that just saying you will give back is not effective. The customer wants to see proof that you have already given back.
6. People will be more favorable towards your product if you don't tell them what they did or used before was a big mistake.
Tell them they did the best they could with what information they had at the time. Telling them it was a big mistake makes the customer feel like they can't make good decisions, which will cause them to start thinking that making a decision about your product could be wrong also.
7. People are more afraid of what they'll lose than what they'll gain.
In a study conducted, homeowners were up to 300 percent more likely to carry out recommended energy efficiency improvements in their home when they were told that they would continue to lose an average of 50 cents a day than homeowners who were told they could save 50 cents a day.
8. When people are faced with a decision, they subconsciously think about what their life will be like after they make the decision.
Never forget their mind is always thinking about them and what they'll get from what you offer.
It's important to tell them how your product will benefit them and keep telling them throughout your piece. You need to paint a picture of their life after using your product.
This is related to the last tip...
9. People will begin to feel like they own what you offer before they actually do.
They will make several judgments based on what you tell them about your product and picture in their mind using it.
Their mind is always working with every word you say.
Your job is to write in such a way that they begin to experience your product in their mind.
Tell them all the benefits and how the features of those benefits will impact their daily life.
When you start talking about your product in a broad sense or start talking from the corporate mode, you'll lose them. You always need to keep it about them and only them. You're just talking to them.
10. Your writing should bring into effect all the senses...
smell...
see...
touch...
hear...
taste...
The more of these you can incorporate, the better your response rate.
11. People will seldom buy the least choice or the most expensive.
Studies have shown that having a cheap version and an over the top expensive version will usually drive the buyer to buy the medium version. But without choices, the buyer has nothing to compare their decision to.
Too many choices confuses the buyer, and instead of taking the time to think, they'll leave.
Studies have shown that any more than 3 choices and you're getting into dangerous territory.
12. When giving statistics for your product, never focus on the negative.
Example:
Only 7% of our users had adverse effects.
Readers will always start focusing on the negative results and wonder if they would fall into that percentage.
Right:
93% of our users have amazing results.
The reader will focus on the positive results. It's how our brain is wired.
So, just a couple of tips out of the hundreds I've saved.
One of my favorite books is "Yes". I'd recommend everyone read it if they get the chance. It's packed full of persuasion techniques. It was written by Cialdini and a couple of other authors.
Thanks for taking the time to read this. Your comments are welcome
Some of this is common sense, but I've found that the more information we consume, the more we forget about the basics.
1. Your customer is less concerned about what most of your customers have bought from you and more concerned about how many of those that did buy are like them.
Wrong:
60% of our customers buy this. This is all about you.
Right:
60% of our customers with your needs buy this.
It's a simple change in wording but takes all the glory off of you and causes the customer to think it's about them.
2. You'll write better if you have the mindset of "who can I help" and not "who can help me"
3. You will always sell more with a story than with facts.
A good story that incorporates the facts is more convincing and memorable than just listing facts. Humans are programmed to remember stories.
4. If you're giving something to the customer...
I.E., a discount, always ask for something in return.
10% discount for sharing this.
When you give away a discount with nothing in return, the customer has less trust in your reasons.
Most customers will do a little bit of work in exchange for a discount.
5. Customers are more willing to deal with you when they know you give back.
Tom's Shoes is a great example. Buy a pair and they give a pair away.
Studies have shown it can increase your sales by 45%.
Studies have also shown that just saying you will give back is not effective. The customer wants to see proof that you have already given back.
6. People will be more favorable towards your product if you don't tell them what they did or used before was a big mistake.
Tell them they did the best they could with what information they had at the time. Telling them it was a big mistake makes the customer feel like they can't make good decisions, which will cause them to start thinking that making a decision about your product could be wrong also.
7. People are more afraid of what they'll lose than what they'll gain.
In a study conducted, homeowners were up to 300 percent more likely to carry out recommended energy efficiency improvements in their home when they were told that they would continue to lose an average of 50 cents a day than homeowners who were told they could save 50 cents a day.
8. When people are faced with a decision, they subconsciously think about what their life will be like after they make the decision.
Never forget their mind is always thinking about them and what they'll get from what you offer.
It's important to tell them how your product will benefit them and keep telling them throughout your piece. You need to paint a picture of their life after using your product.
This is related to the last tip...
9. People will begin to feel like they own what you offer before they actually do.
They will make several judgments based on what you tell them about your product and picture in their mind using it.
Their mind is always working with every word you say.
Your job is to write in such a way that they begin to experience your product in their mind.
Tell them all the benefits and how the features of those benefits will impact their daily life.
When you start talking about your product in a broad sense or start talking from the corporate mode, you'll lose them. You always need to keep it about them and only them. You're just talking to them.
10. Your writing should bring into effect all the senses...
smell...
see...
touch...
hear...
taste...
The more of these you can incorporate, the better your response rate.
11. People will seldom buy the least choice or the most expensive.
Studies have shown that having a cheap version and an over the top expensive version will usually drive the buyer to buy the medium version. But without choices, the buyer has nothing to compare their decision to.
Too many choices confuses the buyer, and instead of taking the time to think, they'll leave.
Studies have shown that any more than 3 choices and you're getting into dangerous territory.
12. When giving statistics for your product, never focus on the negative.
Example:
Only 7% of our users had adverse effects.
Readers will always start focusing on the negative results and wonder if they would fall into that percentage.
Right:
93% of our users have amazing results.
The reader will focus on the positive results. It's how our brain is wired.
So, just a couple of tips out of the hundreds I've saved.
One of my favorite books is "Yes". I'd recommend everyone read it if they get the chance. It's packed full of persuasion techniques. It was written by Cialdini and a couple of other authors.
Thanks for taking the time to read this. Your comments are welcome
“Do not seek to follow in the footsteps of the wise; seek what they sought.†- Matsuo Basho
“Do not seek to follow in the footsteps of the wise; seek what they sought.†- Matsuo Basho
“Do not seek to follow in the footsteps of the wise; seek what they sought.†- Matsuo Basho
Lightin' fuses is for blowin' stuff togethah.