Here are some ways to increase sales while connecting with your desired audience.
The key thing to keep in mind is to tab into emotional triggers that resinate with your clients. Some believe writing copy is only for advertising promotions.
You’ll learn how to write copy that:
- Convinces people to shop with you
- Builds the Know, Like & Trust factor of your audience
- Keeps customers interested in what your message
- Uses creative angles for positioning yourself and your services
Sound good? Let’s jump right in.
How to use it to boost sales
- Use reciprocity to encourage clients to have positive feels towards you
- Use the Yale Attitude Change to add ethos to your brand and the claims your copy makes
- Remember the importance of novelty and to refresh static, stale copy
- Use copy that speaks to time, not a discount
Reciprocity: How thoughtful give-a-ways generate more sales
When people are kind or smile at you, most of the time, you smile back or respond in a polite manner.
Reciprocity works beyond a retail sales context, too. Within the hospitality industry, a study published in the Journal of Applied Social Psychology found that when servers included an unexpected gift of one or two free pieces of candy when bringing customers their bills, it increased tips by as much as 23%.
Here’s what this means for your copy: You can tap into the psychology of reciprocity by following up with customers with a “little extra” that makes them feel good about their purchase, and that compels them to buy again (or to buy more.)
You can employ reciprocity in your email or landing page copy by showcasing:
- A free training session that shows new customers how to best use your tools or services
- A free eBook with tips and best practices
- A bonus lesson that’s not built in to your course
- A discount for a future purchase
Using the “Yale Attitude” Change to Boost Credibility and Make Your Copy More Trustworthy
It says that claims made in the marketing copy must do two things:
- Come from a source that has the appropriate ethos/expertise with the product
- Indicate concrete evidence that backs up claims
Seems pretty simple, right?
Researchers found that a source high in credibility can be employed to make claims and copy more persuasive and believable, thus engaging this psychological effect.
Here’s what this means for your copy: Especially if you’re a relatively new company that’s striving for authority within your niche, bringing in an expert can help you speed up the persuasion process (thanks to the Yale Attitude Change.)
Newness and Novelty: Giving People a Reason To Buy Again (and Again)
Humans like new things because, well, they’re new. They’re different. Sometimes they’re shiny.
Do the consumers necessarily need a new device? No, but they like the idea of getting the newest, latest edition. It literally makes their brains happy.
Here’s what this means for your copy: It can be tempting to stick with the standard message, but switching out your copy creates a fresh experience for the reader–and sparks their interest anew.
Think about it: If a potential customer is seeing the same Facebook ad copy over and over in his or her feed, after the first time, that message loses its initial interesting quality. The same is true for a customer who frequently makes purchases and is sent the same standard thank you message as a follow-up each time. After a while, those messages get tuned out completely.
Consider regularly refreshing copy in places it would ordinarily remain static, such as:
- Landing pages
- Thank you emails
- Facebook ads
- Welcome mats
From there, test different versions of rewrites on a regular basis to keep your messaging interesting for repeat customers. You’ll better understand which angles work best for your target audience, and you’ll keep readers engaged with what you have to say.
Boosting Sales by Selling Time Instead of Savings
Psychologist Jennifer Aaker noted that marketing aimed at stirring up past experiences and personal connections creates favorable attitudes for customers–and increases their likelihood to buy.
So why is time so effective as a marketing angle? Two reasons:
- Our feelings about time go deeper than our feelings about money
- Time is a scarce, nonrenewable resource.
What they found was that the sign that mentioned time drew in 2x more customers, who often ended up paying 2x more for the lemonade.
This data reinforces what we already know is a successful tactic: Marketers have been using the time angle for a long, long time. A Pabst ad from 1957 shows a couple enjoying an experience, not celebrating how much money they saved buying this brand of beer.
Here’s what this means for your copy: When writing copy to drive sales, think about how you can use storytelling to communicate the value of time and the experience your product creates (rather than touting how affordable your offering is.) Pair it with images that enhance the reader’s mental picture, and stir up those warm and fuzzy feelings.
Ditch the low-cost messaging and swap it out for copy that speaks to an experience, a feeling, or a positive memory seen through the rose-colored lenses of nostalgia.
Why it works: You can’t read your customers’ minds, but you can use psychology to write in a way that speaks to their inner thoughts and needs.
Feel free to comment with your feedback, suggestions and questions!