What do people need to believe to take action Flashcards
What do people need to do to take action - Which is more important than emotions
Beliefe - They need to believe that the solution your product provides is going to work
What are the fundimentals to compelling an audience to take action with copywriting? (the overall process)
Establishing credibility, validating the effectiveness of proposed solutions, and influencing beliefs tailored to the specific copy.
How can you create credibility
Show what results you’ve created in your own life and other peoples lives (ideally both) - Try to get as many case studies as possible.
What can indicate credibility
- Organisational backing (you’ve worked with authoritarian organisations, and have proof of it)
- Status symbols: Health, wealth, love, relationships,
- Big following, showing that other people listen to you, photos with celebrities (preferably in the same industry) Or if you’re a celebrity yourself
- Testimonials/ social proof - Preferably look and sound like them and were in the same position as them.
- Proof - “Caffeine consumption is proven to increase brain productivity - Here is a study from Harvard medical where they split tested 2 groups of people and saw the group that consumed caffeine brain productivity increase by 50%” then show them proof - Make the proof interesting and compelling”
- Try using as many of these as possible
- Come across as tailor made for them - In the beginning of the copy you can say who its for (the avatar). You can say: “Are you experiencing X, are you experiencing Y” or “attention all stay at home mums” - Be specific to who it’s for
SHOW PEOPLE THIS ASWELL AS TELLING THEM
How logical do your statements that you need them to believe have to be
Don’t get too analytical - As they still need to be emotional enough to purchase - But enough logic to allow them to justify.
How can you give them just enough logic
- By showing cause and effect.
Example: If you do X you will get Y. Just showing them little links that make sense. Just give them simple logical reasons - Layer that in throughout your copy. Do this throughout your copy. - Give them a metaphor related to the claim - to help them understand. EXAMPLE: “If you drive your car at 200 mph non stop you’re going to have engine problems. Same goes for your body, if you don’t allow it to recover your engine will explode”
How to get people knowing you’re telling the truth
Actually tell the truth - Your claims have to be realistic with proof.
A damaging admission: Highlight a slight weakness of your product of business - Like “we haven’t been in business for 50 years like everybody but that’s why we have to outperform them to make sure we can stay in business for hundreds of years”
