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Copywriting based on the science of persuasion

by cassidywilliams
12 replies
Ever wondered how much of the copywriting advice people give you is just an hypothesis and how much of it is based on the real world?

The conventional copywriting wisdom says that you should more or less try stick to the following formula:

* Tell the reader you understand their need,
* Tell your prospect why your product is the best solution they can buy,
* Offer all kinds of proof like testimonials, charts and so on,
* Explain all the ways the product will benefit the customer,
* Present the price in a way that makes it sound like a great deal,
* Give a (better than) money-back guarantee,
* Add bonus products to really motivate the customer to buy,
* Make it a limited time or quantity offer,
* Ask for the sale and tell them exactly what steps to take.

Is the exact sequence that persuades people or why should this work?

Here's an article that says what the scientific research on persuasion has to offer us:

Copywriting based on the science of persuasion
#based #copywriting #persuasion #science
  • Profile picture of the author robertkiyosaki
    fantastic post.
    Signature
    Robert Kiyosaki

    sell house quick
    sell my house quick
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  • Profile picture of the author Elion Makkink
    Nice post. I've been more indept in copy writing lately and mind control marketing has always fascinated me and even through persuasive texts!
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    Cheers,
    Elion Makkink

    Become an SEO Hustler too at seohustlers.com

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  • Profile picture of the author littlekid
    wow.. this is the summary i have searched..!! this list including all of the sales page needed. yes. .. this list is should be applied in the next minute.. thanks
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  • Profile picture of the author John_S
    Ever wondered how much of web copywriting advice people give you is just an hypothesis and how much of it is based on the real world?
    ...80%? ...Couldn't be much more than 90% ...right?
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  • Profile picture of the author TheOcarlsen
    Some good things in there. Absolutely a recommended read. The ending of the emotion part is spot on!
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  • Profile picture of the author gjabiz
    The original work of Cialdini was the study of the "persuaders", the used car salesmen, the door to door types, carnival barkers.

    Are you taking his "weapons of influence" at face value or are you conducting some of your own studies? His latest works incorporate very small samples of "tests", which seem to have been set up to prove his theories, not test them.

    Now a disclaimer. I'm a Cialdini fan. I buy his work. Study it. Analyze it...and then...

    QUESTION it and try to find either substantiating research or REFUDIDATING work (take that Sarah Palin)...

    Persuasion on the masses seems to be easily mastered. Persuasion on an Indivdual gets to be pretty hard work. Or so I think. Could be wrong. I'll set up tests to find out.

    I love Cialdini. Hate him. Love him...oh dang, can't commit to the guy. (Looks around forum to see what others are doing, listens for a "click sound, so I can whirr").

    gjabiz

    PS. You want the answer in black or blue?
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  • Profile picture of the author andrewsmth
    You recipe is good, however everybody has been using it for years and your copywriting is very likely to be seen as spam.
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  • Profile picture of the author sethczerepak
    There's so much BS out there about copywriting instruction. Good to see that someone is backing it up with verifiable explanations. I did the same thing in my books, people's response to it shows that this makes a BIG difference when teaching these skills.
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