Writing tips that play on the mind.
Kerry Sheahan is account director at Browser Media.
Marketing, and in particular copywriting, is intrinsically linked with psychology. By tapping into your audience’s psyche, you can understand their needs, motivations and decision-making process and use this information to influence their thinking and behavior.
But beyond the more common tactics like social proof or scarcity, there are plenty of lesser-known psychological concepts worth considering too.
- The serial position effect
We’ll start with an easy one. Wonderfully straightforward but often overlooked, the serial position effect states that people are most likely to recall the first and last items in a list or sequence.
Most copywriters understand the importance of a strong opening. However, many make the mistake of front-loading all their best material (guilty!) leaving the ending to fizzle. Instead, spread your strongest points to both ends (I’ll let you be the judge of whether I achieve that within this article). This is important whether you’re writing a landing page, a list of features or a set of bullet points.
If you’re writing sales copy, think about it like a sales meeting. How you end the meeting has a huge impact on the lasting impression you leave.
- The “but you are free” technique
The “but you are free” effect (often abbreviated as BYAF) hinges on the power of autonomy. When you reassure someone that they’re free to choose, they’re ironically more inclined to do what you’re suggesting.
This works for a couple of reasons:
- People naturally resist being told what to do.
- People trust those who respect their freedom of choice.
Going back to the sales meeting analogy, it’s similar to offering expertise rather than applying pressure. You’re positioning yourself as a helpful guide rather than a pushy salesperson.
Making use of this technique can be as simple as including a phrase like “Of course, you’re free to unsubscribe anytime” in your email footer.
- The pratfall effect
This one earns bonus points for its memorable name. The pratfall effect suggests that admitting to minor flaws can actually make you more likable, provided you’re already perceived as competent.
When an expert shows vulnerability, it humanizes them, making their audience feel a stronger connection. However, if you’re still building credibility, use this sparingly. A well-established brand might send an email admitting a typo (sometimes intentionally) and offer a discount as an apology. But a safer way for the average person to do this is to share a personal story of a past mistake you’ve since learned from.
- The priming effect
The priming effect is the principle of how encountering one stimulus (known as the “prime”) subtly shapes how someone reacts to a following stimulus (the “target”). Essentially, when a person sees or hears the prime , it triggers related memories or thoughts. This can lead to quicker responses, shifts in perception or changes in behavior, often without the individual realizing the connection.
To make use of this in your copywriting, try subtly weaving in words or images that prime your audience to associate your company or offering in a positive light.
It could be something as simple as a positive or motivating sentence that frequently appears before your Call to Action. A holiday company might have a button that says ‘Book now’ or ‘Check availability’, but if they preface it with a statement like ‘Make memories that last a lifetime’, and perhaps even an image of someone laughing in the sun, people may be more likely to click that link.
- The open loop principle
Our brains crave closure. Loose ends nag at us, keeping us mentally engaged until they’re resolved. This is the essence of the open loop effect — we remember unfinished tasks more than completed ones.
In copywriting, you can use this to maintain curiosity and engagement. Rather than resorting to clickbait like “You won’t believe number 4!” you can simply hint at upcoming information, like “we’ll come back to this shortly,” “I’ll share more results later in the article.”
This approach encourages your readers to keep reading, but in a, frankly, less tacky way.
These practical tips are grounded in how our brains naturally operate. Hopefully, you’ve discovered one or two new tools to strengthen your copy, or perhaps learned the official names behind strategies you already use.
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