Dynamic Marketing Communiqué

You can’t read your customers’ minds but you can GET INTO their minds with these copywriting hacks! [Tuesdays: “Write with the Pen of the Masters”]

August 3, 2021

In the book, “Scientific Advertising,” author Claude C. Hopkins said,

“The competent advertising man must understand psychology. The more he knows about it, the better.”

For Hopkins, being aware of certain copywriting tactics that lead to certain consumer reactions is beneficial for brands and businesses.

Why is that so?

It’s because copy that taps into psychology can help boost sales!

Persuasive copywriting takes the human mind into consideration rather than just saying, “Hey, buy this product!”

In fact, Northwestern University Professor Walder D. Scott confirmed the importance of psychology in business and marketing when he read a quote published by an advertising journal in 1895:

“The advertisement writer is really also a psychologist. Human nature is a great factor in advertising success; he who writes advertisements without reference to it is apt to find that he has reckoned without his host.”

If this factor was already important in the sales context 126 years ago, think about how much more important this copywriting element is now!

With the help of psychology, you’ll be able to write copies that convince your customers to buy from you and keep them interested in what you have to offer.

That sounds good, right?

Below are some psychological copywriting hacks that will help compel your target market to take your brand’s call-to-action:

  1. The Principle of Reciprocity

    When someone is nice to you, your natural response is to be nice in return. That’s what reciprocity is all about.

    … and as humans, our brains are wired to reciprocate a positive act with another positive act.

    So, why not use this principle in writing your copies and convincing your target market to choose your brand?

    You may do this by providing your customers with freemiums that make them feel good about a purchase, such as:

    • Bonus materials or freebies.

    • A free 6-month subscription to your brand’s exclusive content.

    • A free training session on how to use your products or services.

    • A free eBook.

    • A discount for a future purchase.

    Use these extras in your copies to remind customers that you want to give them the best possible experience―like your unspoken way of saying “Thank you” to them.

    This will compel your target market to make a repeat purchase or buy more from your brand!

  2. The Yale Attitude Change

    [Yale Attitude Change: The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages.]

    According to this model, customers are more likely to believe and convert on persuasive claims if there is credibility involved.

    One of the ways to communicate credibility to your target market?

    Getting a credible person to represent your brand or using influencer marketing!

    You can do this by:

    • Enlisting the services of a respected subject matter expert as one of your business’ evangelists.

    • Creating copies or ads that have bold claims or are associated with a recognizable expert.

    When you pair your copy with a face or name that consumers know and respect, you’ll be able to use this strategy (along with other techniques) to gain your target market’s trust.

  3. Taking Responsibility for a Negative Situation

    Owning up to those times when something didn’t work well for your brand is probably one of the most uncomfortable things you’ll need to do as a marketer.

    However, psychologist Fiona Lee states that taking responsibility for failures and mishaps can be a good thing when writing copy―this enables your target market to see you as someone responsible in terms of managing your business!

    That’s why you shouldn’t hesitate to write about your learning experiences from instances like:

    • An A/B test that produced undesirable results.

    • A failed product launch.

    • An ineffective marketing strategy.

    When you share these kinds of experiences, you not only help your target market learn from your insights but also allow them to see you and your brand in a positive light.

    When applicable, acknowledging your failures and striving to do better next time helps break down walls between you and your customers.

  4. Newness and Novelty

    Consumers like new things because they’re different and… new.

    Psychologically speaking, Cognitive Neuroscience Professor Emrah Düzel explains that humans like things that are new and novel because they trigger the release of dopamine in the brain.

    [Dopamine: The hormone responsible for feelings of pleasure and motivation.]

    In Düzel’s words,

    “When we see something new, we see it has a potential for rewarding us in some way. This potential that lies in new things motivates us to explore our environment for rewards. The brain learns that the stimulus, once familiar, has no reward associated with it and so it loses its potential. For this reason, only completely new objects activate the midbrain area and increase our level of dopamine.”

    In the copywriting context, keeping your content fresh and interesting means tapping into the power of newness and novelty!

    Think about this: If your customers receive the same automated message every time they make a purchase or see the same ad copy on their social media feed each time they open their account, the tendency is they’ll lose interest in your message.

    On the other hand, making an effort to keep your messages new and your copies updated will generate interest among your target market. This will make them want to know more about what you have to offer!

Claude C. Hopkins said there’s a great deal in creating mental impressions.

According to him,

“Submit five articles exactly alike and five people may choose one of them. But point out in one some qualities to notice and everyone will find them. The five people then will all choose the same article.”

If you’re not yet tapping into the power of psychology to write sales-driven copies, now is the time to start!

It’s true―you can’t read your customers’ minds but you can use psychology to write in a manner that speaks to their inner thoughts and needs.

Take note of these tips to write copies that compel your target market to transact with your brand!

With the right approach, you’ll be able to create copy that helps boost your brand’s sales, generate awareness about your products or services, and increase interaction with your customers!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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