It is definitely necessary that your copywriting be persuasive if you want to sell products, services or ideas online. Although good writing is really art, those who want to improve their copies of copywriters can really find the resource in the psychology of behavior, and in neuroscientific studies.

Before you begin, read theIntroduction to Copywriting: What You Need to Know to Get Started

Well, the problem is that good writers are often very busy people, and they do not have time to get into papers on scientific research, to find one or two good things ... Bah! I did the work for you. You will therefore be entitled to 7 rather fascinating studies on the mind (or psychology) human, and you will see how to apply these results to your work, to have better results. Let's go!

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Then back to why we are here.

1. Make them feel something

Well ! You watch a football game on TV, and the star striker is suddenly tackled from behind and collapses brutally against the ground. Ouch! You almost feel pain, do not you? This is the power of mirror neurons, which have their way of affecting the human brain.

According to the research on this subject, these neurons are activated when you observe something that happens, and these ones transfer to you some of the sensations (so what you see is strong enough). It may be biologically useful for developing traits such as empathy or to walk in someone else's footsteps ". Although a majority of current research on mirror neurons focuses on literal observation, leading authors know that strong emotions can be transferred by words.

See also 8 Best Competitive Research Tools for Marketing Pros

When you think back to the example I gave you above, if you got a little tense at the thought of seeing a man suddenly fall backwards after a tackle, then you would experienceAlready know the effects of these neurons. When designing eye-catching copy, you need to understand what keeps your potential reader awake at night.

It is quite easy to writeImagine this ... But it's not so easy to get people to really do it. You must speak to an emotion that is already present, and not try to force one into your readers. If you sell software that takes the hassle out of SEOyou have to talk to frustrated writers who are tired of playing the game of Google search engines and want to go back to writing.

If you sell beer, you have to conjure up memories of good times spent with friends over a nice glass of ice cold beer. Using this information on mirror neurons has some effectiveness in the transfer of the desired desire to the reader, but it won't work if you don't know what's hooking it.

2. Take care not to " to sell »Savings

Here's something you should know… if you're using particularly valuable things to promote your low prices, then you're doing it wrong. Not only has research proven that asking consumers to compare prices directly is a bad idea, new academic research has even found that " sell time Is much more effective (for most business) than sell money.

Sell ​​more online, 5 tips and tricks that work! is to consult absolutely.

Instead of promoting your super low prices, let your readers understand that the time is right for your product. Referring to time typically leads to more favorable attitudes, and necessarily more purchases. Wondering what that has to do with writing good copy?

It's simple ... it helped you talk about what really matters to your buyer, and it's about his time, his problems, and his goals.

It's been established that consumers tend to want to pay more for exceptional service, but you should also understand that they will want to pay your prices if you talk to them in a way that shows that you value what they want to accomplish (It's a lot smarter and more efficient than trying to sell them at extremely low prices).

3. Pay attention to small details

A truly fascinating research has shown that trick Is really in the details, especially when it comes to creating copies that convert. In the study, the researchers evaluated the results that could be obtained by changing a single sentence. The test focused on two different sentences, speaking of a test program:

1. ' an amount of $ 5 »

2. ' a small amount of $ 5 »

Eh yes ! And here is the best part: They realized that the phrase 2e increased the registration rate by almost 20%. They realized that the emphasis placed on the word " small " at facilitated the conversion of the most difficult consumers. At this level, the lesson is more on the level of the art of copywriting, than on that of science.

You need to take the time to measure, improve, and track the success of your text. Good writers have no more excuses today when it comes to testing their work. They have to do it. So be sure that you embellish the small details, and that you keep an eye on their performance..

4. Embrace your dark side

One of the big mistakes a lot of copywriters make is to put in little effort to be authentic. Every single thing they do is of a very high standard: they promise you heaven, and since many consumers are hesitant to believe such claims, they are more likely to go beyond your writing, instead. to stop there. What you need to do is create strong copies that support your personality, even if it thinks outside the box..

A psychological study has shown that the arguments described as " devil's advocate In their style, are more likely to persuade listeners to agree with your argument than to persuade them to the contrary. This happens because this style often brings out problems and frustrations, which most do not do.

When your problems are put forward, you feel necessarily interested in what is written. When using for example phrases like " right now, many of you are probably troubled by __________ You will have a little more effect.

Instead of trying to make an offer « infallible », Tackle common problems that consumers face, and reassure them with facts and evidence.

5. Do not rely solely on adjectives

Many writers might disagree with this, but even college students will tell you that an admission application is one of the most stressful and persuasive pieces you can ever write. Believe me. It's more than a sales copy. You are selling yourself to someone who decides your future.

See also: How to improve research in your WordPress blog

In these letters, verbs have much more effect than adjectives. Verbs are specific and difficult to ignore, especially in a world where everyone describes themselves with the same adjectives. Compare these two passages a bit:

- This guy is smart, hardworking, and really picky.
- This guy has founded a successful business, created a popular blog, and leads a very talented team.

It's really impressive, is not it? The verbs touch you in the face. Since your opponents will fill in their copies with adjectives they will find in a dictionary, you will gain readers by describing what you really do.

6. Include words powerful »

Successful copywriters know that there are certain persuasive words that hold more attention than others. These can be words like " you "(the first name of the person in case you write a newsletter for example) " free "," by which "," instantly "," new "...

Here are 10 words that every successful blogger needs to know

It always touches to see his name written somewhere. It activates things in you. When we offer something free to people, they will inevitably tend to accept it instead of something else, even if the thing in question is just 0,1 penny. Word " instantaneous Has a real effect on us. We all want " right now " sometimes ; in fact, we need it very often.

We are more likely to buy when such a word is used. With regard to the word new Everything that is new arouses curiosity. Novelty is important for a product, but it's true that it can also cause damage to a brand. People often tend to trust more brands that have been around for a long time.

What's new WordPress 4.6 is a must read.

7. Use the transportation to persuade your audience

Why do good stories consume us so deeply? No other form of writing can keep you awake until late hours as stories would. Research has shown that transportation leads to persuasion.

People can reject well-written sales copies, but everyone loves to listen to stories. The same research has shown that stories tend to escape the radar, and transport us to another place, and in those specific places you can embrace things that you would be more likely to dismiss in " the real world ».

This is good news for those who like to tell enchanting stories. But how many of us can still write persuasive stories? According to this same study, the following strategy could work well:

1. Well-detailed imagery Imagery illustrates the story you tell in the mind of the listener.

2. Suspense : how do you make people listen to a story to the end? You leave them in the thirst to know the end, from the start. It is difficult for us to finish things that do not catch our attention. Start with something exciting from the start.

3. Metaphors and irony : the reason why stories like " The Barnyard Are so popular because they tell a story hidden under the metaphor. Many beautiful stories include these elements, so that readers have those moments of Aha! During which they will actually adhere to the author's message.

Read also How to write a story that your readers will share

4. Modeling : if you want someone to change their behavior (or do the act you want him to do), you can " model Action via a story. When we listen to stories about transformation, we imagine ourselves as the main character, and according to the research, it makes the action easier to understand.

Here's what you should do next:

1. Leave a comment below telling me which of these studies has inspired you most, surprised, or taught

2. Read another article following this one.

See you soon !

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Other recommended resources

We also invite you to consult the resources below to go further in the grip and control of your website and blog.

• 8 Live Chat WordPress plugins to boost your sales
• 10 WordPress plugins to optimize sidebars and sticky headers
• Some htaccess tricks you probably do not know
• 10 WordPress plugins to add maps to a website

Conclusion

Here is ! That's all for guide. We hope the latter has helped you get some scientifically proven copywriting tips. If you have some Comments or suggestions, do not hesitate to let us know in the reserved section.

However, you can also consult our resources, if you need more elements to carry out your projects of creation of Internet sites, by consulting our guide on WordPress blog creation or the one on Divi: the best WordPress theme of all time.

But meanwhile, share this article on your different social networks. 

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