What's The Psychology Behind Your Copywriting?

The Magical Number Seven, Plus or Minus Two.

The message is in the headline.

The human brain stops performing on average around 7 chunks of stimuli - plus or minus two.

It's also closely related to Milton H. Ericksons little-known conversational hypnosis pattern, that was later adopted in NLP as nested loops.

It's one of the few NLP copywriting techniques that i've learned in the past few months that actually works if you do it the right way.

There is a lot more on it, but really not the expert behind explaining it.

You basically use it to distract the people that tend to think "away" rather than "toward" something, much like your offer.

Hope that helps,

Ross

Ross, I'm a little thrown off by your explanation. Are you suggesting that you use implication to cause their minds to wander on their own rather than directly lead them with words?

I believe that people want to think of you as a real person - the more hype, the less believable you are. Be 'chatty' and share info about yourself - as it relates to the product you are promoting e.g. if I am writing about my dog training, I tell them some of the many stories I have to share about me and my dogs. If I am writing about starting up a home based business, I tell them some of the problems (and solutions) that I faced.
Cheers
Barb

Hi Antonios and Barbara, thank you both for your input as well

I agree Barbara, every time I see a hyped-up headline, my mind just shuts off. When I feel like I'm dealing with a real person, suddenly I feel more inclined to read on

I like to start off with a topic of interest, something with a lot of search engine results. Then I talk about that topic like I'm talking to a friend, and include some helpful information that may not be well known. I like to appeal to my "friend" with encouragement about the topic, by making them feel important.

In response to your post about the NLP distinctions I pointed out above.

Best,

Ross

Hi Singer Welcome, I appreciate your thoughts.

So it seems like another vote for the 'build rapport' area of psychology. I like it, but now I'm curious:

Does anyone have thoughts on this: Who are people more likely to buy from?

A Friend? Or a Professional?

Harlan Kilstein taught this.

HEY. I thought those secrets weren't supposed to be revealed outside of the Copywriter's Guild!

The somewhat cryptic, PictoGrigm of Persuasion

Pictogrigm Of Persuasion

On the left is ME the copywriter.
On the right is my target audience.

I try to meet them on THEIR TRACK going in their direction and use a PreOccupational Interrupter which resonates with what is on their mind at the time of 'meeting' of the minds.

You'll see Maslow's "Pyramid" on the right side, always on the mind.

I want to know, sex, age, location, income and where on the Pryamid my product fits...I don't try to sell Rolex watches to people in low income areas.

The more I know about who my target market is (which is and has been a central theme of almost all my postings at copywriting forums) and what is on her mind at the time she runs over my promotion, all of this "psychology", helps me craft the best possible promotion which will resonate within her and help her make a decision on taking whatever action is called for (not always buying action).

By using this PictoGrigm (and there are more advanced, Copywriting specific, culled from successful Remote Direct Marketers) of Persuasion and understanding first and foremost it is NOT about what I want (a sale?) BUT it is ALL ABOUT THEM.

What he/she wants, why, if they can afford it at the time and easiest way to make it happen.

I (and many successful copywriters who routinely sell massive amounts of product) use this CUSTOMER/ client/Consumer FIRST approach

that is, whenever I'm the Professional/Provider/Product

The psychology of putting THEIR interests first, is a good way to see some great results, no matter what other "technique" you think you are applying.

gjabiz

I think you and I should get married. Right now.

In response to your Q... putting yourself in the prospect's shoes is a good start. Understanding them better than they understand themself is an even better one.

Then write the copy to allay their fears... reveal their dreams... and maybe hit their pain points.

Like you said... it's art... and hard to explain on a forum, of all things.

But one thing you'll notice is the better you get... the more layers you'll see in copy.

Sometimes I put one line in there... maybe 15 words. Not much... but it can carry a crucial point that'll get people over the fence.

Good copy is full of those little things.

It's one of the many ways you know you're reading copy written by a pro... but you have to have a fairly decent baseline understanding to see it for what it is.

One thing I've learned is killer copywriters don't have a single word that's superfluous. Every word has been carefully placed there to achieve a sale..

...even the stuff you think might not matter.

I know this was a bit of a rant, but you're asking a pretty open question... and maybe this rant will help.

-Daniel

Daniel, you charmer you. Witty, and a great name to boot!

Haha, I'm loving this thread, wonderful ideas, wonderful posters, good stuff my fellow copy-warriors!

I'd love to hear from anyone else, be it voodoo, card tricks, spelling out letter with alpha-bits, or whatever else you have up your sleeve!

-Danielle

I'm boggled when I see this much "psychology" going into copy.

The truth is: We all want things to happen in our self interest.

Take your product. Take his self interest.

Connect the two.

Add scarcity, urgency and a good deal.

There's salesmanship, and there's good copy.

Confusing yourself in the rest of it is getting lost in the details, in my opinion.

Details in the sense they come FROM above... Instead of leading towards your intended goal.

Just my - not so humble - opinion.

- HR

Hi HR,

Nice to meet you

I agree that in many cases, simplicity is the best answer. Bogging the mind with too much complexity can result in messy writing and messy thoughts!

I also agree that self interest governs all - and if you can tickle a reader's self interested, you've won more than half the battle.

But I can't help but notice and appreciate that anytime sales are involved, there's a good deal of emotion going into a product. Why do so many people buy name brands instead of the store kind? You might argue it tastes better, I think people are buying into an idea. They like to experience the enjoyment of Coke, the twist of the Oreo, that distinctive Pepperidge Farm cookie (boy I'm making myself hungry!)

I truly believe that what separates 'good copy' from 'artful copy' is that intangible psychological aspect, and that's why I'm searching for it with you

All that being said, I appreciate your not so humble opinion HR

Danielle