Unlocking Minds: The Psychology Behind Copywriting

In the hustle culture of marketing and communications, words are the architects of persuasion.

Photo courtesy of Maria Cappelli via Unsplash

Copywriting, the art and science of crafting compelling written content, relies heavily on understanding the intricate workings of the human mind. 

Why? 

Because behind every click, purchase, or decision lies the complex landscape of human psychology.

I have enjoyed delving into the realm of psychology and neuroscience since I was a student at Baylor University in the late 80s and early 90s. And, even more so since becoming a copywriter. 

The power of words is nothing short of Biblical. 

The very words “Let There Be Light” spoke a new realm into existence. 

And if you’re a believer in God, you can use those same words to find lost car keys, clear your brain fog, or even receive Divine inspiration for your next project or assignment. 

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Here are some key elements in the world of words and copywriting…

The Power of Storytelling

Stories captivate our minds, making them an indispensable tool in the copywriter's arsenal. 

Narratives create a context that the audience can relate to, making the product or service an integral part of their own story. 

Everyone loves a good story. And you don’t have to be a professional storyteller to communicate yours well. 

Through storytelling, copywriters transport the audience into a world where their problems find solutions, and their desires are fulfilled.

Focus on connecting with your audience through stories. It’s the connection and relatability people are drawn to.

Storytelling is not just a nice addition to your marketing strategy; it is the heart, soul, and the very essence of it. Kindra Hall

Understanding Cognitive Bias

Copywriting is not only about putting words together; it's about leveraging the quirks of human cognition. 

Cognitive biases, those inherent flaws in our thinking, are powerful tools for copywriters. 

According to britannica.com, cognitive bias is systematic errors in the way individuals reason about the world due to subjective perception of reality.

For example: If I were in the market for a new SUV, I would only go to the Toyota dealership to check out their inventory because, in my mind, they are the king of car companies. 

You, as my close friend, may try to convince me that your Nissan or Dodge are equally durable, reliable family vehicles with premium features. 

But since I’m a Toyota lover and loyalist, your words are like dust in the wind. 

Our cognitive stereotyping influences our purchasing decisions. 

Anchoring bias, for instance, influences decisions based on the first piece of information a buyer encounters. 

Many of us have been susceptible to that way-too-good-to-be-true offer. 

However, there are positive ways to use anchoring bias, as well. 

By strategically placing the most important information first, copywriters can anchor the audience's perception and guide their decision-making process, (always in a truthful, non-slimy way, of course).

Emotional Appeal

Humans are emotional beings, and copywriting thrives on stirring emotions. 

Whether it's joy, fear, curiosity, or nostalgia, the key is connecting with your audience emotionally. 

Think about some of your favorite commercials from childhood. You can probably think of some sentimental favorites. 

Maybe a Christmas commercial about the university-age daughter coming home and sharing, once again, the life-long tradition of making Christmas cookies with her mom and younger siblings? 

Bam. You have the undeniable urge to go out right now to buy the ingredients to make those mouth-watering, nostalgic, chocolate chip cookies. 

You can taste the sentiment, warmth, and memories. 

By tapping into shared emotions, copywriters create a bridge between the brand and the consumer. 

This emotional resonance not only captures attention but also fosters a lasting connection.

Building Trust and Credibility

In an era inundated with information, trust is a scarce commodity. 

Copywriting plays a pivotal role in building trust through authenticity, transparency, and social proof. 

By highlighting testimonials, certifications or awards, or the brand's journey, copywriters reassure the audience, reducing skepticism and paving the way for conversion.

You can also share stats and A/B testing to show social proof. 

Think about your own practices as a consumer. 

Would you book an Airbnb without reading the most recent reviews? 

Or buy the latest gadget from Amazon without doing the same? 

Providing credible information builds trust. 

The Fear of Missing Out (FOMO)

FOMO is not just a modern buzzword; it's a psychological trigger that copywriters skillfully deploy. 

The fear of missing out on a limited-time offer or an exclusive deal propels individuals to take action. 

Copy that instills urgency and “scarcity” leverages this psychological phenomenon, urging the audience to make decisions promptly.

Two tips: 

• Do not overuse this one.

• Always be truthful and forthright.

Using FOMO in an inauthentic or scammy way can hurt more than help.

Addressing Pain Points

Understanding the audience's pain points is a cornerstone of effective copywriting. 

By identifying and empathizing with the challenges faced by the target demographic, copywriters position their product or service as the solution. 

This resonates with the audience and demonstrates a deep understanding of their needs.

Make sure to hone in on your ideal customer’s perceived problem and address it to a T. 

The Art of Persuasion

At its core, copywriting is persuasion in print. 

The principles of persuasion, as outlined by Robert Cialdini in Influence: The Psychology of Persuasion, such as reciprocity, authority, and social proof, are integral to crafting convincing copy. 

Copywriters strategically integrate these principles, nudging the audience towards a positive decision.

The psychology behind copywriting is the quiet force that shapes consumer behavior. 

By delving into the intricacies of cognitive biases, emotional triggers, storytelling, trust-building, FOMO, addressing pain points, and the art of persuasion, copywriters become architects of influence. 

In a world where attention spans are suffering, mastering the psychology of copywriting is not just an advantage; it's a necessity for brands aiming to leave an indelible mark on the minds of their audience.

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Why Does Your Small Business Need a Copywriter?

Hello, fellow entrepreneur boss lady!

You did it! Congratulations!

Your website is live. What a feeling! 

You’ve put in the effort to get something on the World Wide Web. 

It has a smattering of photos, maybe a few graphics, and a few lines of copy. Maybe your product or service list. Some pricing.

And ... that’s it.

Are you surprised that you’re hearing nothing but especially noisy crickets? 

You’re still waiting for the masses to visit your site and book the next gig or buy your amazing wares. 

I know that’s frustrating.

Are you feeling at a loss?

Are you wondering what to do next? What could help? Is there a strategy that could improve your analytics?

Guess what? I have the answer to your questions.

It’s time to hire a copywriter!

“The wealth secret of nearly all businesses, and especially internet-based businesses, is the secret of great copywriting.”

— Ray Edwards

Check out these compelling reasons why a copywriter is your next best business move. . .

Time is a Valuable Asset

You are busy building your dream! 

You don’t have time to think about writing. You have so many other things on your plate. Your business, your family, your friendships, to name just a few. 

Maybe you don’t even enjoy writing. 

All the more reason to hire a copywriter to do the work for you. Then you can focus your time and energy on your business strategy, connecting with your clients and customers, and filling orders. 

Plus, taking your kids or grandkids or neighbor’s kids on hikes and finally making that coffee date with your best pal. 

Oh, and planning meals, and getting the house cleaned, and doing the laundry  . . .

The list is endless!

I have a friend who is a real estate agent. She is just getting started. Because she is a busy mom and grandmother who doesn’t like to write, and can’t afford any extra time in her schedule to agonize over what to write, she knows hiring a copywriter will add enormous value to her website and blogs. 

She wants to focus her undivided attention on finding the right home or property for her clients, not sit in front of a computer wringing her hands over how or what to write. 

I’m excited to be on her to-hire list!

SEO Matters

SEO (Search Engine Optimization) - that mysterious ranking method that we’re all trying to understand and reach with our online presence.

A professional copywriter has studied the latest SEO research and trends and knows the importance of keywords, audience, word counts, etc. 

There are a myriad of SEO experts and courses and master classes and webinars and YouTube videos and websites. You could spend hours, days, and even months taking these classes and trying to figure out analytics and search engines. 

But I have a feeling you’re not that interested, or again, don’t have the time. You are passionate about your business, not the behind-the-scenes minutiae.

Don’t get bogged down in those details. 

Let a copywriter be concerned with all things Search Engine Optimization for you. 

Let me take that off your plate!

The Research

A professional copywriter delights in doing the research for you. 

We’re a little geeky that way!

I learn your brand voice, your ideal client, your past marketing techniques - i.e. what’s worked for you, and what’s been a complete waste of your time and energy. 

I also research your audience, your competition, your products and services, and write with all those factors in mind.

Research and learning your voice are some of my favorite aspects of writing for your small business. 

It’s part of the joy of being behind the scenes, finding out all the juicy details I need in order to write in your voice and the best way to address your ideal client or customer.

I get to know you and your specific target audience to attract those people and make connections with them.

Fresh Content

Coming up with vibrant, new content for your website, blog posts, email lists, social media captions and more, again, takes time and energy.

A professional copywriter takes this job off your to-do list and ghostwrites for you.

I come up with ideas for telling your story. I make a list of topics for your blog or will collaborate with ideas you may have been working on for a while. 

I can provide a content calendar, or we can remain flexible regarding the topics you are interested in and want your customers or clients to read about. 

I help people see you as the expert that you are!

What is one thing you can hire a copywriter to do today?

Besides website copy for all of your individual pages, blog posts are an especially fantastic way for you to establish expertise and authority in your business. 

Don’t let anyone tell you blogs are unnecessary! They are absolutely vital to your website’s growth, and, to the growth of your business.

Consistent, engaging blog posts help your business gain clout and SEO ranking. 

You keep current clients and customers coming back again and again. 

You also see new customers being organically attracted to your site. 

Blog posts also offer another critical spot where we can offer a CTA (Call to Action), thus more opportunities for more sales. 

According to Hubspot.com, 77% of people on the internet read blogs regularly. 

It’s time to get some blog posts up and running!

Why wouldn’t you hire a copywriter to help save you precious time, take the writing pressure off your shoulders and write valuable, interesting content in order to build trust with your current customers and gain new ones?

Interested in my services? Check them out HERE.

Ready to get started? Click HERE to schedule a time that fits your schedule.

I’m excited to work with you!