The great Dan Kennedy explained how there are only 2 key factors to business success:
Half math.
Half buyer psychology.
Freelance copywriters don’t have to worry much about the math part. Because this has to do with testing and data (which is handled on the client side).
However, to sell effectively, you have to be a wizard at understanding human psychology and tapping into your target audience’s emotions.
In this guide…
You’ll pick up 12 powerful copywriting psychology tips to effortlessly grab your readers’ attention, pique their interest and motivate them to buy from you – ASAP.
Strap in, this is going to be a fun ride…
What Are Copywriting Psychological triggers?
First, before we get to the sexy stuff, let’s cover what copywriting psychological triggers are.
It’s simple.
They are proven copywriting tactics that evoke emotions and gently force your readers to respond to your writing.
Copywriting is salesmanship in print.
And since the dawn of (wo)man, salespeople have discovered ways to sell by tapping into their buyer’s psychology and emotions.
You must do this in order to sell.
Because people do not buy based on logic alone.
First, you must tap into your readers’ emotions (their psychology), then and only then, should you talk about your product and all its features and benefits.
When you tap into the psychology of copywriting, you become unstoppable.
12 Psychology of Copywriting Tips to Instantly Boost Sales
Copywriting Psychology Tip #1: Contrast
Imagine…
You’re watching a Red Sox game on TV.
They’re playing the Baltimore Oriels.
The camera focuses on the crowd.
99% of the fans are wearing blue and red shirts (Red Sox colors).
However, one family is wearing black and orange shirts (Oriels colors).
Which people in this crowd stood out to you?
Obviously, the few people who are wearing different colors from the rest.
It all has to do with contrast.
What’s contrasting reaches out and pulls our eyeballs in.
It naturally grabs our attention.
This is deeply rooted in our psychology.
It goes waaaay back to when humans were rooming the jungle in leaf cloths.
When we saw something contrasting in our surroundings, it instantly grabbed our attention.
We shot into survival mode.
For good reason, because it could be a scary predator looking to eat us.
YOU can use this psychological trigger to your advantage.
Here’s how…
Add two contrasting things in your headlines.
Like this…
“How an ugly nerd won over the hottest girl in school”
“How I lost 500 pounds while eating nothing but chips”
You get the point.
Try it out the next time you write a headline and stuff your copy with contrasting ideas, words, phrases and so on.
Copywriting Psychology Tip #2: “If…Then”
Gary Bencivenga is widely considered to be the greatest living copywriter of all time.
He’s sold billions (with a B) worth of products and services through his writing.
Anyway, when Gary retired, he published an online newsletter (Ezine) called “Bencinvenga Bullets.”
In it, he revealed one of his best-kept secrets for beating competition.
PROOF.
He realized, through testing, that the best ads were all VERY believable.
They did not have the usual hype claims that plague the web from influencers and “gurus.”
Gary strived to make everything he wrote believable.
One of the ways he did this was by adding a sneaky psychological trigger.
Two words…
“If… Then.”
He discovered that if you sandwich your claims around the words “if… then” you instantly bypass readers’ natural skepticism.
More specifically:
Add simple instructions that are easy to complete to gain the desired result.
Example:
“If you have 10 minutes per day, I can show you how to build 6-pack abs this month”
It’s very easy to do and will launch your results to the moon.
Copywriting Psychology Tip #3: Scarcity
We are all lazy by nature.
We will wait until the last minute to buy something, EVEN if we desperately want it.
However, to push your readers over the buyer fence, you must tap into their psychology.
One of the best ways to boost sales is to use scarcity.
You can do this many ways…
Limited number of products available.
Time-sensitive discount that expires in X days.
Exclusive access to special bonuses only available to the next 500 buyers.
And so on.
When you add scarcity to your call to action, you wake up your reader and put some pressure on them.
Nobody likes to miss out on something they want.
So, if you’ve done a complete selling job and your readers want what you have, you can greatly increase sales by adding scarcity to push them over the edge.
Copywriting Psychology Tip #4: Social Proof
People are naturally inclined to trust the opinions and experiences of their peers.
Social proof, in the form of testimonials, reviews, and case studies, serves as a powerful psychological trigger that can sway potential customers towards making a purchase.
By showcasing positive feedback from satisfied customers, you provide tangible evidence of your product's value and reliability.
Encourage customers to share their experiences and highlight specific benefits they've gained from your product.
Incorporate these testimonials strategically in your copy, demonstrating that others have not only purchased your product but have also benefited from it.
Additionally, displaying the number of satisfied customers or highlighting the popularity of your product can further solidify the social proof, instilling confidence in prospective buyers.
Copywriting Psychology Tip #5: Reciprocity
Reciprocity is a fundamental aspect of human interaction.
When someone receives something valuable, there is an innate inclination to reciprocate.
In the realm of copywriting, leveraging reciprocity involves offering potential customers something of value upfront.
This could be a free trial, exclusive content, or a limited-time discount.
By providing a taste of what your product or service can offer, you create a sense of obligation for your reader to reciprocate.
This reciprocity often takes the form of making a purchase or taking the desired action.
Clearly communicate the value of what you're offering and emphasize that it is a gift, fostering a positive connection with your audience and increasing the likelihood of conversion.
Copywriting Psychology Tip #6: Authority
Establishing authority is a psychological trigger that hinges on building trust and credibility.
Consumers are more likely to make a purchase if they believe they are dealing with an expert or a reputable source.
In your copy, emphasize your brand's expertise, industry knowledge, or any relevant certifications.
Another effective way to leverage authority is by incorporating endorsements from recognized experts or influencers in your field.
By aligning your product or service with respected figures, you tap into the authority bias, influencing potential customers to trust your offerings based on the perceived expertise of others.
Use language that reinforces your credibility and positions your brand as a reliable source within your industry.
Copywriting Psychology Tip #7: Emotional Appeal
Human decisions are ALWAYS driven by emotions, making emotional appeal a potent psychological trigger in copywriting.
Connect with your audience on a deeper level by tapping into their emotions—whether it's joy, fear, nostalgia, or desire.
Craft a narrative that resonates with your target audience's emotions, making your product or service more relatable and memorable.
Tell stories that evoke the desired emotional response and showcase how your offering can positively impact the lives of your customers.
By creating an emotional connection, you not only capture attention but also make a lasting impression, increasing the likelihood of conversion.
Keep in mind the emotional triggers that align with your brand and resonate with your specific audience to maximize the impact of this psychological copywriting strategy.
Copywriting Psychology Tip #8: Curiosity
Curiosity is a fundamental aspect of human nature that can be harnessed in copywriting to engage and captivate your audience.
By strategically introducing intriguing elements without revealing all the details, you can stimulate curiosity and prompt potential customers to explore deeper into your product or service.
Craft your copy in a way that leaves room for curiosity, sparking questions and a desire for more information.
Tease the audience with a glimpse of what your offering entails, making it clear that there is more to discover.
Whether through compelling headlines, intriguing product descriptions, or mysterious visuals, encourage your audience to take the next step and explore further, ultimately leading them towards a conversion.
Copywriting Psychology Tip #9: Benefits Over Features
While product features are essential, emphasizing the benefits they bring to the customer is a psychological trigger that can significantly impact purchasing decisions.
Consumers are drawn to solutions that address their needs and improve their lives.
In your copy, focus on how your product or service solves specific problems or fulfills desires rather than just listing technical specifications.
Highlight the transformative effects or positive outcomes that users can expect.
Clearly communicate how your offering adds value to their lives, making it a compelling choice.
By showcasing the direct impact on the customer's well-being, you create a more persuasive and customer-centric narrative that resonates with your target audience.
Copywriting Psychology Tip #10: Consistency
The principle of consistency revolves around the idea that individuals are more likely to take larger actions if they've committed to smaller, related actions first.
In your copy, encourage potential customers to make initial commitments that align with your product or brand.
This could include signing up for a newsletter, participating in a survey, or trying a free version of your product.
Once individuals commit to these smaller actions, they are more likely to follow through with larger commitments, such as making a purchase.
Establishing consistency builds a connection between your audience and your brand, making them more receptive to further engagement and conversion opportunities.
Copywriting Psychology Tip #11: Anchoring
Anchoring is a psychological trigger that involves presenting a higher-priced option before revealing lower-priced alternatives.
By doing so, you anchor the perceived value of your product or service, making subsequent, lower-priced options seem more reasonable and attractive.
In your copy, strategically introduce the premium or higher-priced version of your offering first.
Highlight its unique features and benefits.
When presenting lower-priced alternatives, emphasize the value they provide in comparison to the higher-priced option.
This anchoring effect can positively influence the perception of value, nudging potential customers towards making a purchase.
Copywriting Psychology Tip #12: Loss Aversion
The concept of loss aversion taps into people's tendency to prefer avoiding losses over acquiring equivalent gains.
In your copy, emphasize what customers stand to lose by not taking action.
This could involve highlighting missed opportunities, exclusive deals, or limited-time offers that add a sense of urgency and importance to the decision-making process.
Clearly articulate the negative consequences of inaction, emphasizing how your product or service can prevent these losses.
By framing the decision in terms of what they could miss out on, you create a compelling motivator for potential customers to act promptly and secure the benefits your offering provides.
As you integrate these psychological triggers into your copywriting strategy, remember that understanding your target audience is crucial.
Test and refine your approach based on their preferences, behaviors, and feedback to optimize the effectiveness of these triggers in driving sales and conversions.
Conclusion
You now have 12 powerful copywriting psychological triggers to use in your writing.
Take em out for a test drive.
You’ll be shocked at the results.
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