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Copywriting Tip I've found-Humanization

by VanessaB
9 replies
Empathy and identification are no doubt the two most powerful factors behind great copy, but, 'humanization' ties both empathy and identification together and increases conversions.

We all know that empathy, our ability to convey that we have 'felt their pain' and 'identification', conveying that we are 'like', are the driving forces of persuasive writing, but when you 'humanize' yourself, you are more 'human' and not an 'all knowing, all powerful omnipotent being...' this reinforces belief that if you can do it, fix it, solve it, so can they, because after all, 'you're not perfect. You are not some "God" who has skills, experience, money, etc' that they do not possess.

When you humanize yourself, you admit that there are some things that even you don't know, and that makes you a REAL PERSON. (And takes away one more objection.)

-Dani
#copywriting #foundhumanization #tip
  • Profile picture of the author Zentech
    So, in other words, false, calculated "authenticity" for the sake of a sale.

    Good plan.
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  • Profile picture of the author Daniel Sanchez
    ...but what if it is sincere?
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    • Profile picture of the author VanessaB
      Originally Posted by Danniboy View Post

      ...but what if it is sincere?
      When it's my own product, it is sincere. I create products about making money. It's extremely sincere when I include that I am "graphically challenged" and "can't do but the most basic technical stuff."

      So, in other words, false, calculated "authenticity" for the sake of a sale.

      Good plan.
      See above.

      It is obvious that I never have felt, nor ever will feel, the pain of having a small penis or suffering from premature ejaculation, however, my job is to convey the message that I have. Adding in to that copy, "I'm no Adonis, but I finally have the confidence to make love to my wife..." is hardly fake, as that IS an actual feeling of the 'target market.'

      -Dani
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  • Profile picture of the author Talkreal
    Thanks DanielleS for your thoughtful commentary. I come from a scientific journal writing background, and I have been working hard at a more conversational, friendly and empathetic style of writing. I'm using Whole Foods, Trader Joes and J. Peterman copywriting for inspiration!
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  • Profile picture of the author Gordonb666
    At a recent seminar I attended that covered copywriting the speaker talked a lot about “writing as if you are talking to a friend”
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    • Profile picture of the author Talkreal
      Originally Posted by Gordonb666 View Post

      At a recent seminar I attended that covered copywriting the speaker talked a lot about "writing as if you are talking to a friend"
      That's a good point. I often find myself rewriting over and over until it is simple, straightforward and conversational.
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      • Profile picture of the author VanessaB
        Gordon and Talkreal,

        I just grabbed this section of my copy sales letter:
        • Turn your sales letter into an automated friend finding machine, making every reader feel like they are in your living room, hanging out with their best buddy.
        • Connect with every reader as if you were speaking to them,with direct eye contact, making them believe in you and clamoring to take your advice (buy your product!)
        Salesmanship.

        -Dani
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    • Profile picture of the author OLOORE
      Originally Posted by Gordonb666 View Post

      At a recent seminar I attended that covered copywriting the speaker talked a lot about "writing as if you are talking to a friend
      "
      That hits the nail right on the head. When you are talking to a friend, empathy is present, identification isn't denied and humanization is the common bond
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  • Profile picture of the author DrFresh
    I'm pretty sure that's what I did recently on my cb product's lp.. It's basically a "here, i'll be honest with you" moment w/out any bs..Thanks for this thread, I'll for sure employ that in my future projects....
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