Even pure art isn’t about creating something out of nothing. There are always a few predictable formulas applied. Writing persuasive marketing copy is certainly an art. Like any art, though, you can always depend on a few motifs that never fail to work.
If you need to write marketing copy for your business yourself, you need to learn about what the most powerful formula words in marketing are and learn how to put them together.
These powerful formula words are just simple words – you wouldn’t ever recognize that they were special. What makes them powerful is learning how to apply them in a powerful way. In the hands of an unskilled copywriter, these powerful words will do nothing.
To study the effectiveness of a new brand name, marketers often try them on test subjects who are hooked up to MRI scanners. Mostly, they tend to see that people love tried and tested brands over anything new. Hearing a familiar name such as ClearWirelessInternetDeals.com, to the brain, feels far better than hearing and untested name. (People’s brains don’t light up on the MRI machine the way they do when they hear the name of a trusted brand).
Brand names and other intangibles, though, are completely different from products. People’s brains react in the opposite way when it comes to tangible products – old products simply don’t interest them.
What this means is that if you wish to use magical word New and get a huge reaction out of your customer base for it, you had better apply it to a product and not to your logo or brand name. Once you know what to use this power word on and what not to, you can have a lot of fun dazzling your customer base with it.
People love a good bargain. As JCPenney recently learned, taking away the discount hunt drives away customers. People want the feeling of hunting after bargains. A retailer who just offers predictable low prices every day is simply seen as unexciting.
If this is the way people react to the word Discount, you might imagine what the word Free does to them.
Researchers have uncovered some surprising truths about the way the word Free has a hold over people. For instance, people will actually buy products that have something free thrown in even if they have a choice in another product that’s cheaper and better. In other words, the natural tendency is to jump at something with the word free on it. Other products that are a better deal simply lose out.
Businesses usually make offers of free goods to be able to attract more buyers to the store, some of whom, they hope will turn into regular buyers.
If you are a small business and wish to try a free offer, usually, it is a good idea to give away something that doesn’t cost too much. You could, for instance, give away free e-books. What you give away doesn’t matter as much as the fact that you do give something away.
In the classic consumer psychology book by Robert Cialdini called Influence: The Psychology of Persuasion, the brain is proven to react rather illogically to words like because that try to offer a reason. Often, the brain doesn’t evaluate what the reason is. The very fact that you use words that indicate a reason is enough.
One example of this tendency would be to tell your customers in an advertisement to buy your product because you were new to market. Being new to market is hardly a meaningful reason. Yet, it can work better than offering no reason at all.