Ah, the psychology of advertising. Drew Eric Whitman does a delightful job of summarizing a complex topic backed by extensive research into a set of boiled-down fast tips. The purpose? To find out exactly what makes people buy one can of beans as compared to a different can of beans. And while a lot of his examples are for home-grown advertisements in the newspaper about pizza restaurants and lawn care, many of these principles are fascinating and easily applicable to other more complicated industries.
Human beings are biologically programmed with the following eight desires:
The less imagery you convey, the less your message occupies consumers’ brains, the less likely it is that you’ll influence them.
“The fear appeal” is most effective when:
There are two routes to attitude change: the central route and the peripheral route. Here’s the difference:
The central route: Persuading using logic, reasoning, and deep thinking.
The peripheral route: Persuading using the association of pleasant thoughts or positive images, or “cues.”
When you get someone to think deeply about something, and you persuade them to arrive at a conclusion, they will adopt their decision as a result of their own thinking, protect it, and defend it against (competitors’) attacks as if it were their “baby” –their “brainchild.”
Featuring colorful examples causes what I call “self-demonstration,” and boosts your prospects’ desire to own and motivation to buy.
I want you to load your copy with pronouns, such as you me, I, he, she, him, they and them. Be especially generous with the words you and I. Pronouns give your copy a warm, human flavor that people notice instantly.
I call it extreme specificity, and your competitors will curse you for it. It’s simple and here’s what you do: From this day on, start being extremely specific every time you describe your products or services.
MarketingExperiments.com conducted several tests to see what impact copy length has on a website’s conversion rate. Results: Long copy outperformed short copy in all three of their rests.