Take Your Copy to the Next Level with these Six Psychology Principlesđ
Psychology đ¤ Copywriting
Hey,
When I completed my degree in Psychology, I did not know where Iâd be able to apply it other than the clinical setting of a counselling session.
Having a 4-year degree and not pursuing the field is both scary and adventurous.
Anyway, I decided to pursue writing full-time.
Very early on, I realized that an understanding of human Psychology isnât just a nice-to-have, itâs a must-have when it comes to writing marketing copy.
Here are some Psychology principles that can be applied to copywriting:
1. Pratfall Effect
âCompetentâ individuals appear more attractive to others after they make a mistake.
We all make mistakes and people get attracted to what they can relate with. It humanizes your brand and helps portray you as approachable experts.
How to Apply It to Your Copy
Talk about your mistakes and what others can learn from it.
Be real and authentic. Donât show off.
Apologize when you have made a mistake.
2. Priming Effect
What one does in a particular situation is influenced by what one saw or heard prior to the situation â even if it happens subconsciously or one doesnât realize it.
How to Apply It to Your Copy
Your words and phrases prime people all the time. Use emotional words.
Promise value up-front.
Write catchy headlines.
3. Focusing Effect
People make decisions based on the most pronounced and distinct information available in their working memory.
They might not factor in equally important information that is not as prominent in their minds at the time
How to Apply It to Your Copy
Use statistics and strategically place them.
Make your core proposition prominent.
Be clear about what you offer. Donât make readers second-guess.
4. Serial Position Effect
People are more likely to remember the first and last items in a sequence.
How to Apply It to Your Copy
Convey your value clearly in introductions and towards the end.
When showing features as a list, keep the best ones at the top and last.
Write powerful headlines and concluding statements.
5. Cognitive Fluency Effect
The easier it is to process a piece of information, the more likely it is that it will be perceived as true and accurate.
How to Apply It to Your Copy
Donât use big and fancy words. Be familiar.
Write in a conversational manner.
Be clear, precise and to-the-point.
6. Open-Loop Effect
Our brain itches to complete loops. Itâs better at remembering incomplete stuff than complete stuff.
How to Apply It to Your Copy
Provide enough information to pique readerâs interest.
Promise a compelling value to be delivered at a later stage in the journey (then do deliver it).
Create suspense.
Apply these Psychology principles to up your copywriting game.
Until next time,
Have fun writing.
Ahsan