Therefore, focus on the advantages that a solution or idea can bring to your audience, and not so much on details that do not add value in a comprehensive way.
Now we have seen some bad practices that don’t work. But what are good practices? What makes copywriting work? Is it just doing the opposite of the practices criticiz above?
To talk about that
Let’s go back to the concept of copywriting itself. Copywriting is also known as persuasive writing. That means that its function is to persuade the target audience. And what are the persuasive weapons us in creating good copywriting?
The answer? Mental triggers.
In general, mental triggers are brain mechanisms that aim shareholder database to spe up the decision-making process, preventing it from taking a lot of time and energy.
According to Robert Cialdini, in the book The Weapons of Persuasion, human behavior is govern by some fundamental psychological principles, which generally lead us to proce in an almost automatic way: reciprocity, social approval, affinity, authority, commitment and scarcity.
Reciprocity
This psychological principle suggests that humans have a natural tendency to respond to a positive action with another positive action. It’s like the phrase: “kindness begets kindness.”
Social approval: The social approval trigger concludes price tricks in marketing that we are influenc by other people in our decisions and the more people choose something, the greater the probability of other people being influenc to adopt the same attitude.
Affinity: is the psychological principle that states that people tend to connect psychologically with those who resemble them, whether due to fears, anxieties, abilities or similar characteristics.
Authority
This trigger suggests that humans tend to obey those they judge fans data to be superior, as a matter of respect.
Commitment: argues that by publicly committing to something, a person feels psychologically pressur to behave in a manner consistent with the mission that was assum.