Copywriting is not normally a term associated with psychology. But there is no doubt about it, copywriting is a powerful means to motivate and shape consumer mindsets. In this blog, we look at how you can leverage copywriting to activate readers’ unseen motivators. Getting them to think, buy and act upon your word.
The underlying psychology of copywriting
What really makes your consumers tick? Any copywriter who can answer this question holds the Midas touch. If you wish to profoundly influence your target market, you need to understand their psychological make-up. Only then can you pitch your copywriting in a way that resonates with their ‘hot buttons’ or hidden motivators. This is what we call ‘psychologically groomed’ copywriting. A tool that can help you:
- ingrain brand loyalty upon your consumers’ psyche
- break down sales resistance by appealing to reader emotions
- understand what issues your readers face and seek to solve.
Sound good? Let’s look at how you can psychologically groom your copywriting.
It all begins with an understanding of your consumers’ decision-making process.
Emotion is your chief copywriting ally
The human brain functions on three basic levels — instinctive, emotional and rational.
Effective copywriting strategically appeals to all three.
Now, most of your customers would say that their purchasing decisions are rational. Driven by logical reasoning like: I need a new pair of shoes because my current pair have grown uncomfortable. Yet emotion primarily drives consumer decision-making. Your consumer may feel compelled to buy those new shoes because:
- I feel embarrassed that my shoes are in last season’s style. Your consumer doesn’t want to feel out of date or fall behind the fashion flock.
- All the other girls are wearing shoes in this new style. Theirs look much smarter than mine and I don’t want to be left out. Your consumer wants to fit in and be accepted.
- I haven’t seen anyone else wearing this style of shoe…I could be the first. Your consumer is exhilarated at the notion of setting a new trend.
All these are examples of ‘hidden motivators’ your copywriting can play to. There are many more, like:
- social or business advancement.
The key is to know the motivators of your particular target market, then tailor your copywriting to fit.
Use copywriting to ignite consumer instinct
Emotion arouses instinct, thus providing another powerful copywriting tool. Say you are pitching to new mothers. Their maternal love arouses an instinct to protect and nurture their baby. Or perhaps you are marketing income protection insurance to executives. Their instinct for self-preservation is aroused by fear of losing income and lifestyle.
Tap into those instincts which dominate your consumers’ action, then tailor your copywriting to fit. A great way to do this is through storytelling. Take readers on a journey where you arouse their instincts, engage emotions, then show them how much better their life will be with your product.
Roll out the rationale in copywriting
So what follows an emotional decision to act? Rational brain functioning! Your consumer employs logic to rationalise their decision. Psychologically groomed copywriting helps them in this process. Outline vividly how much better and easier life will be once they have taken the desired action.
Say you want to sell a designer handbag. Your copywriting should detail the quality of finest leather, intricate hand stitching and exquisite detailing. Outline the investment potential of the bag too. It complements any outfit, offers generous space with clever organisation. Plus with timeless style, your consumer can enjoy her bag all season and it will last her through many more.
Walk in your consumers’ shoes
Just as an actor immerses themselves into character, you must become your consumer. Psychologically groomed copywriting requires that you understand your consumer’s most heartfelt desires, needs and feelings. Then choose words that resonate with these, painting a picture of their ultimate satisfaction. This copywriting method is truly a force to be reckoned with.