A Short Guide to Psychology-Based Copywriting

The best thing about copywriting is it is as much a science as an art. Great copywriters realize this, and that’s what distinguishes them from the average copywriters. You don’t have to be some word warlock to create a persuasive ad copy. All you need to do is discover how to tap into your target customers’ internal motivating factors and entice them to respond to your ad.

It is essential to put the artist within you to sleep and employ a more logical and scientific method to get into the persona of your prospective customers. Once you grasp the psychology of your consumers and their mental triggers, persuading them to engage with you becomes more effortless. Copywriters and marketers who know these mental triggers can activate them to influence a prospect without them even knowing.

The Process to Adopt Psychology-Based Copy in Your Marketing

1. Research –

Start by researching your target audience first. Try to know as much as you can. When you do this, the majority portion of your copy will be already written for you as you will be aware of the language or tone your prospects use in conversations, the topics they talk or care the most about, and how they look at things. With all this information, you will have a pretty clear idea of the best way to approach your customers.

2. Collect data –

Find out as much information as you can about the product. Research your competitors and collect data about them. Understand your market well and identify the fastener i.e., that one thing which can help set apart your communication.

3. Put the data into action –

Incorporate all your research data, get your draft ready, collect feedback, and review and redo your work according to the input, if required.

4. Key points to remember –

Pay attention to your copy’s headline and a couple of introductory lines to make sure your copy never dies.

Why Copywriting Is as Much a Science as It Is an Art?

At the beginning of this blog, we discussed how the best part about copywriting is that it is as much a science as it is an art. But we never talked about why.

Well, to be honest, it is safe to say that copywriting is actually more of a science than it is art (if not equally). This is because there are several formulas or tactics that have been proven effective. They have worked for businesses earlier and continue to work efficiently, even today. However, apart from these, there are a few factors that support this statement. Let’s dive into the details.

1. Research – Copywriting involves research, in fact, lots of it. The research itself means a methodical examination and study of data and its sources to prove facts and collect information. Research forms a fundamental part of copywriting as it helps comprehend the customers, products or services, market, and competition.

2. Psychology – Another branch of science, Psychology, plays a significant role in the copywriting process. When it comes to writing a compelling copy, the goal is to get into the target audience’s brains and trigger their internal motivating factors to persuade them to respond to your ad and influence them to take the desired action.

3. Communication – Writing a good copy is not at all about using flowery language to communicate to your audiences. Instead, it is more about writing what the audience wants to read. This is why it is necessary to use their language, tone of voice, and viewpoint to convey your message effectively to them.

Activating the Mental Triggers of Your Customers Through Your Ad Copy

Activating the psychological triggers of your readers via your ad copy is the key to acquiring customers who just cannot wait to get their hands on your products and services. But hey, you don’t have to hypnotize or manipulate your readers into buying your offerings. All you need to do is offer them what they need, want, and expect.

Pretty simple, right?

Every human being has emotional or mental triggers that drive the majority of their actions. Understanding those triggers of your customers and using them in your ad copy will help in knowing as well as influencing your consumers better.

So, let’s discuss how you can activate the mental triggers of your customers through your ad copy.

1. Prioritize the benefits of your products rather than its features –

Most copywriters fall into the trap of describing the benefits of their products. They fail to realize that whatever they are saying about their own product can also be said about probably five different products from the same category. You don’t have to tell what your product does; instead you need to focus on communicating what the product can do for your customers. Most likely, the customers decide to purchase a product based on the value it promises to add in their lives, not its features.

2. You are good with words; your audience might not necessarily be –

Sometimes, in order to increase the credibility of the product, copywriters often end up stuffing their ad copy with daunting words and useless idioms, which confuse and scare off potential customers. Thus, while writing a copy, stick to – the simpler, the better. Use simple and easy to understand the language in your headings and captions. Don’t dishearten your audience even before you start a conversation with them.

3. Provide enough social proof

It is understandable and proven that the audience tends to trust persuasive claims if there is a credibility that harmonizes with them. So, when you are conveying, how beneficial your product is or trying to gain the trust of the readers, support your claims with appropriate and adequate social proofs to give credibility to your statements.

When crafting a long-form copy, you can include written or video testimonials, reviews, and case studies to authenticate your statements. You can incorporate likes and data or numbers from customers, influencers, and famous personalities in your shorter ad copies to establish authority and reliability.

Conclusion

So this was all about psychology-based copywriting and ways you can utilize it to benefit from it. Great copywriters understand its importance, and maybe that’s what helps them stand out from the mediocre ones. Understanding and implementing psychology-based copywriting is what makes an ad copy great. There is no voodoo or rocket science behind how copywriters are able to boost conversions with just a copy. Well, now that you know this secret ingredient, be sure to make the most out of it. With these tips in mind, you will be all set to craft a persuasive ad copy that will bring in qualified leads ready to make a purchase right away.