Using Human Psychology to Write Compelling Copy
“People assume that, being a business owner, we need to have a professional, nonchalant, corporate air. Which is opposite of the way we need to be.”
Janelle Lara (9:27)
To write effective copy, you have to put yourself in your client’s shoes.
Would your clients trek through three feet of snow to get to you?
Let's back that up. Put it another way, how interested are your clients in your offer? Are you telling a story that compels your dream client to beat your door down, even if it takes them out of their comfort zone?
Writing compelling copy is a skill that requires an understanding of human psychology. Experts like Sarah Temte approach copywriting armed with the knowledge that humans would almost always rather stay where they are than take a risk.
It's a common pitfall for entrepreneurs who are in love with their offer. You know you're offering something brilliant and you know it's tremendously valuable. With that in mind, you start to feel indignant when your clients aren't falling at your feet. So what's the cure?
First of all, understand what it is that you're asking from your client. No matter how much your offer helps, in accepting it, your client is taking a leap of faith and taking action - even if they're only clicking a link. That's a very hard place for people to be, and it's important for you to be cognizant.
Second, it’s important to remember that you're situated in a noisy marketplace with a lot of other people who present similar offers and skill sets. Your clients could invest their money anywhere, and it is your responsibility to get their attention and communicate what sets your offer apart from others.
Once you've got a firm grasp on the concepts, it's time to position your offer. Your priority should be understanding the client experience you offer. How do you make people feel? What is your promise at every stage of the buyer journey?
Understanding why your client makes decisions will set you ahead of the curve.
All humans chase feelings. We make our decisions based on a complex mixture of emotions, goals, and internal narratives. We are especially driven by the fear of missing out. If you can delve into the meaning of a purchase that goes beyond the product itself, you will be able to craft stories on a much deeper level. It is your responsibility to communicate to your customers all the amazing things your offer can do.
The best copy in the world is, at its core, a captivating story. And that's exactly what it should be - a story, not a narrative that boosts your ego. Inspire your clients to buy from you, rather than demanding the result you want.
“Are you paying attention to why people won’t read your email, but they’ll spend an hour watching The Bachelor?” - Sarah Temte (23:55)
The last consideration you should make in your copywriting journey is that of your own storytelling tendencies. Are you an extroverted over-sharer? Or maybe you are a taciturn introvert who prefers the bare bones. Either way, get into the habit of writing down the stories that interest you, and editing them towards the opposite tendency. If you give a lot of detail, trim the fat. If you only give the basics, elaborate a little.
No matter which way you lean, you have to put in the work. Write every day, about every headline that interests you. Open your eyes to the things that captivate your peers and emulate the trends you find. No one starts out as an expert. It's ultimately about your effort. Captivate your audience, learn to better understand their wants and needs, and they will trudge through the snow, no matter how deep, to get to your offer.
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