Copywriting is the heart of Marketing.
And there is no denying that advertorials and marketing campaigns make the most visible use of it. Driving people into their way with content and sales.
Over time, many definitions were set, changing from person to person through their philosophy of making a sale. But most essentially the common ground for it being same, that is:
Copywriting is a way of writing to the audience to aware, inspire, persuade or influence them to take action.
At first glance, it seems to be ingrained mostly with the writing. But it does not limit itself that.. if seen its use cases.
If you haven’t read previous Session 2 Notes: Read here
With that said, here are my takeaways from Session 3 that focuses on using copywriting with psychological key triggers that people consider during their buying decisions.
Nothing without Selling
Sales are a major component of every discipline like Education, Medicine, Ecommerce, etc. Most of which requires the skill to make people “pay” for products in forms of admissions, retail or other. And people don’t like to give away their hard-earned money easily, that is why selling is treated as the hardest skill in marketing.
But we do selling unknowingly, by making people say ‘Yes’ to our demands or requests (Trips, Mass Bunk). Of course, we may be not good at convincing enough but it can be learned if treated as any tool.
And by understanding psychological triggers, the ability to make people say ‘Yes’ to our ideas can be strengthened further. Be it friends, parents, colleagues, spouse, customer, partner, etc.
Now that we want to treat it as a tool, this is where compounding ideology helps us achieve more.
In Finance, people are well aware of the term compounding — that is principle amount grows over time with added interest being a new principle each time.
But in the context of personal development, compounding can be seen happening when persistently improved little as 1% over time. Giving a higher return as much as 37x with added effort and understanding. Those who compounded can easily emphasize the importance of persistence being the key to growth.
You cannot improve what you cannot measure.
It is also to note that without measuring, one cannot track his growth, therefore having a habit of logging footprints on personal finance and goals helps in the long run.
Hacking Human Psychology
Humans run with adopting trends, routines, and social appearances but subconsciously uses the same hardwired psychological ways for making decisions, especially purchasing decisions. These ways or triggers play the part as a shortcut to overcome decision-taking action. We rely on these shortcuts to make decisions.
Let’s go deeper into those sales triggers that people use to make buying decisions:
This type of trigger usually happens when people confirm their decisions by looking at another person’s opinion.
And most of the people tend to adopt activities, careers, products, dressing, etc. based on the words of the crowd or what they see. For example, the choice of education is something that gets influenced by the opinion of our parents or our friends, therefore people tend to adopt and suggest the place where the most crowd is present. Such kind of decision making happens, resembling as sheep mentality without doing their own research.
For example — In movie theaters, some people feel obligated to stand up for the anthem, when all people stand up.
On a digital platform, social proofs are generally seen in the form of:
- Testimonials or Reviews for Products
- Video Views
- Likes (in Facebook), Subscriptions (in youtube)
People tend to give back when they feel special by receiving something for Free or Valuable.
When a person gets a value in any way, he gets more likely to build trust with the place he receives. This type of feeling makes the person obligated to return the favor. For example, seen in home and family where one person gifts when he visits another, now makes another one a feeling of obligation to give something in return on his next visit.
Also seen with the free services or samples provided by medical camps, mobile apps, shops, where people engage with free content or samples, making people buy or upgrade something as a favor to return.
In Digital, this type of brain trigger develops when people engage with lead magnets, through which people get value and builds trust. So that when giver asks of favor in return in the form of Likes, testimonials, etc. then people are more likely to engage.
- Free Ebooks
- Free Course
- Discount Offers
- Testimonials Request
- Engagements (Likes, comments, shares)
- “Upgrade to Pro” request
More importantly, once something is been given away, keeping a count of everything essentially helps in asking back the favor later. So that person can remember each time he received something for free and it’s their turn to return.
People tend to trust and give attention to someone who has more authoritative expertise in something.
Usually seen when persons like Doctors, Engineers, Lawyers, Scientists, etc. speak their minds, give opinions & suggestions then people are more influential to say ‘Yes’ because of voice coming from the highly experienced person.
So, Creating an authority makes people listen with more focus, through which we can effectively communicate our desirable actions to happen.
Social proof is one of the driving forces behind creating authority.
When people find a common ground to relate with, they tend to show more likeness and respect.
It is usual to see people connect with one another when they find someone with the same region, educational background, language, etc. They get attracted to them instantly by relating the same common ground. Also when people find equal ground, they are more likely to do business and share ideas and even become business partners in the long run. Some of the things that initiate likeness are:
- common interest
- common region
- education background
For example when a person passes from his adverse conditions, then people went from the same situation can relate better, and builds connections by leading hand to solve their problem.
When things are Limited, people tend to grab the opportunity before it vanishes.
People make decisions by thinking about everything, which sometimes makes them take a long time and thereby lessens the value of the actual commodity.
So, by creating an urgency of something, people develop a brain trigger to decide quickly and feel kind of RUSH to grab the opportunity as fast as possible.
Some of the scarcity seen digitally is in the form of:
By Quantity: Limited seats in movie theatres, Few Stocks remaining (eCommerce)
By Time: Today only deals, deadline timers.
When a person commits for small things, he is more likely to accept larger commitments.
People are generally seen committing in relationships where they offer on a small request by loved one which takes on to bigger requests. Likewise, when a person is asked to wear a ribbon for showing support to the awareness campaign, they instantly commit looking at smaller commitment. Now that they are committed to causing, it becomes hard for them to say ‘No’ on donation requests for the same cause.
Also, people take action only when they commit.
Different from scarcity, people tend to adopt things based on the actual fear of losing something.
So, when a person fears to lose his hygiene, he tends to adopt various ways to protect his health by using products, memberships, and others. Also when money is on stake, no person would give it away easily, making them work even harder for it.
Some even develop “Fear of missing out” which makes them not overwhelmingly lose to something important. Now ways in which companies use this trigger to protect from fears of:
- Losing Hygiene (Domex, harpic, lifebuoy, etc.)
- Losing life (insurances)
- Losing Money (Bank account openings)
- and more.
These were all the marketing triggers that can be used to effectively influence the buying decision. And through copywriting these are used to different segments of the marketing funnels. One of them is AIDA Funnel.
AIDA Marketing Funnel
AIDA — Awareness, Interest, Desire, Action.
Now, using the AIDA funnel, one can use his copywriting to convert a target audience into a customer.
Each segment of AIDA takes the target audience to journey through the action segment by inspiring, guiding, and influencing to make the desired outcome.
In Following Video, AIDA has been explained along with all the brain triggers:
So, Essentially AIDA constitutes using copywriting to focus on driving the audience to the sales page, blog content, social media and more. But some of the tips while writing includes:
- Using short sentences.
- Focusing on benefits, not Features.
- Making an offer, they can’t refuse.
- Packaging the offer in the right way.
- Using price anchoring.
- Using a hook that gets people’s attention.
Making good use of these essential pointers helps to create a better trustable audience who values our content. So, I hope my notes are of better use to understand know-how about digital marketing.
Meanwhile, if you want to know what are the tools you should be using to market your gained copywriting skills with these triggers,
An Exclusive Digital Marketing Tools Mastery is available on a special offer here for a short time. So, Get Digital Marketing Tools Mastery Today itself!
Read other Session Notes on Digital marketing Internship: