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The Adweek Copywriting Handbook (The Psychological Triggers (Harmonize…
The Adweek Copywriting Handbook
general knowledge
think about 3 completely different words and start to create an ad related to your product. Think Tank.
life experiences, dictionary as a tool ( to have more tools to solve the problem) and start your own business (to succeed and fail)
specific knowledge
you must be an expert on a product you're trying to sell. Learn enough about the product to effectively connect it with a customer.
get to know your customers
understand the a product's nature. There is a specific way that each product should be presented to your customers.(Howard's insurance selling tactics.
practice practice practice
axioms
Copywriting is a mental process to successful execution of which reflects the sum total of all your experience, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper of the purpose of selling a product or service.
All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.
You need to compel them to start reading to the rest and for that, you should keep your first sentence short.
Your copy has to put the prospect into a relaxed buying environment.
Your readers should be so compelled to read your copy that they can't stop reading until they read all of it as if sliding down a slippery slide.
keep the copy interesting and the reader interested through the power of curiosity.
Never sell a product or service. Always sell a concept (you sell a hole not a drill).
Copy should be long enough to cause the reader to take the action you request.
All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.
You need to make your first sentence short and make it slippery slide effect.
You need to create a buying environment.
You need to keep your selling pitch for the middle of the message. First you tell a story and create slippery slide. Readers should fall in your trap and continuously read.
To make them continuously read you shout use seeds of curiosity.
With your first, second...sentences you need to make them agree with you and say
yes
more often (in their minds).
Emotions
Every word has an emotion associated with it and tells a story.
Every good ad is an emotional outpouring of words, feelings and impressions.
You sell on emotion, but you justify with logic.
You should focus on emotions with your created environment. Tell a story your audience have been in. Don't use logic, product's technical advantages, just
reveal
the inherent nature of the product and sell with it.
Never sell a product or service. Always sell a concept.
Every product has that unique selling proposition that makes it stand out from the rest. Discovering that you can make that concept of the product and sell it.
If the copy is interesting, the reader will read it all. There is not long or short copy, there is interesting story about him/her (customers).
Price Point
The higher is the price point, the more copy required to justify the price or create the need.
Unusual Item
The more unusual the product, the more you need to relate the product to the user and the more you've got to focus on creating the buying environment and explaining the product features.
Short Copy
Sometimes short copy also works. If you create buying environment with a good photo, and the product has low price and if the place it is doesn't require long copy, short copy can also work.
Copy should be long enough to cause the reader to take the action you request.
Every advertisement should be a personal message from advertiser to the prospect.
Your copy should lead the prospect to ask the question we want to answer. Question-and-answer format.
You should create interest and then talk about features and uniqueness. Then about differences, answer the question how to use it and the
logically justify
the purchase. Then answer the question about future (they won't be tied of using it and it won't be broken) services and ask for the order.
The most important part is editing.
In the editing process, you refine your copy to express exactly what you want to express with the fewest words.
All elements in advertising
Typefaces
2.First sentence
Second sentence
Paragraph headings
Product exploration
A rule of thumb here is to explain a complicated product in a very simple way and explain a simple product in a very complicated way.
New features
Here you should highlight the features that distinguish it from other products on the market.
Technical explanation
You should be an expert and the customer must feel it and trust.
Anticipate objections
Resolve objections
Gender
You should define your audience.
Clarity
Cliches (too good to be true).
Rhythm
Service
Physical facts
Weight, speed, sizes...
Trial period
Price comparison
Testimonials
Product price
Make it easy to order
Call to action
The Psychological Triggers
Feeling of involvement or ownership
The feeling of ownership is a concept that is pretty close to the feeling of involvement but here you are making readers feel the day already own the product and you are letting them use their imagination as you take them through the steps of what it would be like if they already owned it.
Honesty
Integrity
Credibility
You can establish credibility with celebrity brands celebrities, with the magazines you are advertising in, also in cities that are famous. Also, if your product is a difficult one you need to tell your consumers how to use it , how to unbox...and also resolve all their objections. They don't need to feel that there is something you are trying to fake or hide.
Value and proof of value
By positioning your product and comparing it with others or by providing the value or something even though the value may not be apparent, you are providing the logic with which the prospect can justify the purchase.
Justify the purchase
One of the questions people may think about while reading an ad is "can I really justify this purchas?" It is a question that is raised and then must be resolved.
somewhere in your ad you should resolve any objection by providing some justification to the purchaser. Sometimes it might be justify in terms of savings health reasons Etc. Based on the wants and needs of your prospect.
Greed
Many people are willing to risk dealing with an unknown vendor just to pay less and get more for their money. Providing the consumer with more than what is normally received for the price is way of appealing to the consumers' greed.
Establish authority
The consumer lost to do business with experts in a particular area.
Peple respect authority
Nobody wants to make mistakes.
Satisfaction conviction
When you go beyond a simple offer, simple free trial offer and say ex. if you don't buy I'll refund your money.
Nature of product
How do you present the drama of the product? Every product has one very powerful way to present itself that will Express the true advantage and emotion that the product has to offer and motivate the largest number of people to buy it.
Prospect nature
I would gather as much information about them as possible and then I would develop a sense of what emotionally needs that you might have. Understanding their needs and the nature of the prospect in general would give me enough information to craft a very effective sales presentation that I dearly would match the nature of my product with the nature of my Prospect.
Current fads
Trends that run at that time. Think abour harmonizing with them.
Timing
Timing certainly has a lot to do with fats. You want to be involved at the beginning of a fed and not enter in the middle or the end. PetSmart timing. But there are product that have just been introduced to early or too late, and that relates to timing, too. When do you introduce a new product? Is your Market ready for it?
Linking
Linking is that it should relate the product or service you are selling to something that is easy for your prospect to identify with so that you bridge the mental gap in the mind of the prospect.
(ex.)
Tesla of electric bikes.
Consistency
One of the most important points to remember is to always make that first sale simple. Once the prospect makes the commitment to purchase from you, you can then easily offer more to increase your sells.
Harmonize
You have got to pattern yourself after what is working and then harmonize with the marketplace. Once you have established reputation, it's easier to try something different that you yourself want to do.
When you are not in harmony with the market, the marketplace doesn't respond. Taking a product and making it harmonize with the prospect is simply a matter of good listening and observations. It doesn't take genius. It takes a good eye and ear, and a little intuition helps, too.
It is important that your product harmonize with or feel the needs of your prospect. If it doesn't, it is up to you to figure out how to change it so it does. It might mean showing it in a different color, removing or adding an accessory---the point is that the customer is the king. Your goal is to harmonize not only with the marketplace but in particular with your customer.
Desire to belong
Why do people own a Mercedes? Why do they smoke Marlboro cigarettes? Why do certain fats catch on? It could be that these people by a specific product because they subconsciously want to belong to the group that already owns or uses that specific product.
Desire to collect
You'll amaze knowing what people can collect. They collect everything, just to enjoy and satisfy themselves. Sometimes you better sell products to them who you've already sold.
Curiosity
Sense of urgency
Fear
Give a person a reason to act based on the fact that they may lose the opportunity to buy something and they will usually act in a positive way towards your offer.
Instant gratification
If you have a product and want to capitalize on the mine advantage that a retailer has, find a way to ship your merchandise out quicker, deliver it faster and provide better service than any retailer could ever offer.
Rarity or Uniqueness
The concept is to basically let prospects feel that they are special if they buy a particular product - that they will belong to the very small group that can be envied for owning this very limited item.
Simplicity
Use simple easy-to-understand words. Words are, after all, stories -- emotional images -- each having an impact sometimes greater than we think. Using simple words has the greatest impact. Using words that everybody can understand has a greater impact than words that most people have difficulty with.
keeping it simple is the best approach and that offering a customer too many choices is a very dangerous thing to do. They will be confused, they don't like many choices.
Human relationships
It's always important to relate the product or service you are offering in human terms. How the product will fit, how it will look -- these are just some of the ways you are relate.
You can add a human element by relating a story in your copy, write copy in the first person using a conversational tone, using humor in a light way or with different human pictures (man, woman, a hand holding the product...).
Storytelling
People love stories, and one of the really good ways to relate to your prospect is to tell a stray. Just as a picture is worth thousand words, a story can be invaluable and often creates an emotional relationship or bond that keeps your prospect riveted and listening. tories create human interest. In childhood, stories read to us by our parents were the way we fantasized or even saw the world. In short, we've been primed for stories ever since we were very young.
Use storytelling to grab and keep the interest ad your prospect, make him/her read whole copy and keep the curiosity about the story (product) .
Mental engagement
A gripping story that prospect can't just imagine the end of the story, that grabs attention and is enjoyable till the very end.
Provide a little suspense so that the reader has to come to a conclusion on her own using intuition, thought, sensation, and emotion, and you've got a very good force working for you.
Anything that causes the mind to work hard to reach a conclusion creates a positive, enjoyable or stimulating effect on the brain. The opposite is true if the mind does not have to work because the conclusion is obvious.
Guilt
Give the reader plenty of compelling information and reading entertainment -- so much so that they sense an obligation to respond. Repeating mailings also create guilt. Keep sending somebody mailings and after a while, they may feel guilty that they haven's responded.
Specificity
You need to be more specific in the copy. Use numbers, facts not general information. With that, you gain credibility and your copy believable.
You sound more like an expert. There is one other benefit to being specific. By being specific you sound like you are an expert on your product -- you've really investigated it and are very knowledgeable. And, this too, builds trust and confidence.
People, in general, are very skeptical about advertising and often don't believe many of the claims stated in ads. But when you make a specific claim using the exact facts and figures, your message is much more credible and often trusted.
Familiarity
You need to create a familiar environment, use familiar words, numbers that most people will feel familiar with them and make them feel that family feelings.
Hope
Buying the product you hope that you will feel something special, you hope you can do something you desire, you hope to belong to the group of people, you hope that the product will give you something specific to you.
You need to determine the nature of your product and find something that you can imply about a future result without stating a specific guarantee.
Focus on credibility. One aspect to focus on when creating an ad using the power of hope is credibility.
7 steps to writing great copy
Step 1
: Become an expert on the product or service you are planning to sell. I have gotten more great ideas delving into discovering everything I could about a product or service than I have from any other resource.
Step 2
: Know your prospect. You might become an expert on your product or service but if you don't know your customer, you're at a big disadvantage.
What will motivate your prospect to become a customer? Who is your typical prospect? This will give you insight and also spur lots of good ideas.
Step 3
: Write your headline and subheadline. They must grab the reader and create enough curiosity to cause the reader to get to the first sentence. I like headlines that are short. "Vision Breakthrough," "Pocket CB," "Pocket Yellow Pages"-all are
concise and yet create enough curiosity to get you to the subheadline. Subheadings should be around 16 words, and first sentences should be as short as possible.
Step 4
: Write the copy. Don't worry about sentence structure, grammar, punctuation-just start writing and keep writing.
Let all your ideas and thoughts flow into the computer and above all don't worry about making mistakes. The main idea is to take everything that is in your head about the subject and dump it into your hard drive. If you write your copy by hand or with a typewriter, write with the same abandon. However, you're a lot better off writing your ad with a computer, especially when it comes to editing.
Step 5
: Edit your copy. Go through it and correct the spelling, grammar, punctuation and sentence structure. Eliminate extra words not necessary to express your thoughts. Tighten things up.
Step 6
: Incubate. Stop editing, put the text aside and take a walk or do something pleasurable. You'll be amazed at what getting away from your text will do for you. If you can come back to it the next day, better yet. The more time between what you've just edited and taking the next step-all the better.
Step 7
: Take a final look at your copy. You'll be amazed at how much more you're going to catch and how much more refined you will be able to make the copy with this final look. Of course you could easily repeat steps 5 and 6 and continue to edit until you are happy with your results.