Hack their Minds! Here Are 9 Ways to Use Psychology in Copywriting

Psychology is part of advertising just as much as in life. It is how companies influence you to make their brand as part of your next purchase. It is important to tap into the desires and needs of consumers. However, to convince them to buy your products and not your competition’s is a whole different battle. Confused on navigating the world of online contents? Fret not. Reach out to us for more info on this service.

Ever wonder how authors create stories that can get you hooked for over 500 pages. That’s because they know how to instill imagination and evoke emotion in their readers through their writing. Same goes for copywriting in advertising. It is important to ensure that whatever words and sentences can affect your audience in a way that will make your brand as part of their purchase. Here are the 9 ways where you can make your copywriting your strongest ally in advertising through psychology.

1. The Focusing Effect

People tend to remember the first piece of info more than the rest. Hence, through the focusing effect it is important for you to highlight the core value proposition of your product as soon as possible. The introduction and conclusion are also parts of an article where readers’ are more focused. You should also put important and attention-grabbing information there. It will either make them remember your brand or at the very least be interested in reading more. Maybe even both. You can also benefit from eye-catching titles. At the end, always reemphasise what’s important with a CTA.

2. Cognitive Fluency

This means making sure your copy is easy to read. When you make it easily digestible, it’ll be easier for them to trust. No need for fancy adjectives or jargons. Ads need to be memorable and catchy. Writing it in conversational style will help add a sense of personality, increasing the trust for consumers to your brand. No need to beat around the bush and go straight to the point. Using too many point forms might make the writing look sterile and academic and there is a time and place for that. Visually, fonts and typefaces need to be clear and easy to read.

3. The Priming Effect

The crucial point of advertising is understanding the needs of your target audience. Use words associated with your audience’s needs to prime them to think in a certain way. Hypnotise them into saying yes to every sentence. Using emotional keywords you can intensify their need and associate it with your brand ideas.

4. The Novelty Effect

People love new things, creating surprise, curiosity, and the urge to explore new angles and territory. Once in a while, try new copywriting and new design. This will surely refresh your audience’s attention and you can take this opportunity to promote whatever new products you have and strike while the iron is still hot.

5. Open Loops

Tease your audience with little bits of information. Like dramas with cliffhangers, that info will leave them wanting for more. A human brain tends to remember incomplete tasks (open loops) more than complete tasks (closed loops).

6. The Pratfall Effect

*sigh* I wish I could say this involves falling on Chris Pratt but no. The Pratfall Effect is about being honest with your targeted audience. Don’t feel hesitant to get personal with your audience. It is more human and relatable to show your honest side and admit a flaw. Honesty will make it easier for people to be on your side.

7. FOMO

This is one of the common concepts in marketing and copywriting. Stands for ‘fear of missing out’, using this can evoke a sense of exclusivity in your copywriting. For instance, mention time restriction or ‘for limited time only’ or ‘while stocks last’. This method is used a lot in live tv sales especially when you let the audience know how many people have made a purchase.

8. Sense of Security

Everybody needs to feel secure. Same goes for your audience to see whether they can trust your brands or not. Provide social proof, money back guarantee, refund, free shipping and more to establish trust. In a digital world where digital and financial security is constantly under threat, instilling trust is very important to find and maintain customers. However, just putting a logo on is not enough. You still need to fulfil your promises and guarantees.

9. Leverage Numbers

Using actual numbers instead of selling them makes reading much easier and enables the audience to skim fast for easy reading. This leads to cognitive fluency. Numbers make it easier to organise information into logical order. Plus, since it stands out from text and words, it makes for easier memory retention.

Conclusion

The psychology of copywriting can be more powerful than anything. Combined with trendy design, this will attract more audience and in effect, more customers.

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