Applying Behavioural Insights to Supercharge Your Copy · Supercharge Your Copy. SALLY MAYOR....
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Applying Behavioural Insights to Supercharge Your Copy SALLY MAYOR WORDNERD
Transcript of Applying Behavioural Insights to Supercharge Your Copy · Supercharge Your Copy. SALLY MAYOR....
Applying Behavioural Insights to Supercharge Your Copy
SALLY MAYOR
WORDNERD
Why are we here?
Introduce you to relevant behavioural insights
Learn how to apply them to your work
Ignite your interest and inspire you to find out more
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Which of these do you believe?
(1) Adolf Hitler was born in 1892.
(2) Adolf Hitler was born in 1887.
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And these? (3) Eating a Mars bar a day helps you perform your job, relax and have fun.
(4) A Mars a day helps you work, rest and play.
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Insights into decision making
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Concepts
Heuristics = short cuts Cognitive biases affect decision making Fields of behavioural economics &
psychology Different applications/frameworks, e.g.
EAST, nudging Apply learning to copywriting
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We are…7
SOCIAL PROOF
• Numbers as proof
• Authority figures
• People just like your reader
• Celebrity/expert endorsements
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How to apply it:
• If you’re a gaming fiend…
• Join 2000 other subscribers…
• In studies, 9 out of 10 dieticians recommended…
• Marsha has just bought… Lucy is reading…
• Use concrete terms & be specific: numbers not vague words, % changes, testimonials & reviews
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PARADOX OF CHOICE
Iyengar & Lepper (2000) – experts!
Very important jam study
Busy store on two consecutive Saturdays:
First day: 6 flavours
Second day: 24 flavours
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The results…
DAY ONE: 6 flavours 40% had a taste 1.38 average flavours tasted 30% bought jam
DAY TWO: 24 flavours 60% had a taste 1.5 average flavours tasted 3% bought jam
10x
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Lessons for copywriters? Don’t overwhelm people with
choices…
Pages on a site
Sign-up options
Calls to action
Services & permutations
The power of three: people nearly always choose the middle one
Explain the different options – name them
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COGNITIVE EASE & PROCESSING FLUENCY13
Consequences of Erudite Vernacular Utilized Irrespective of Necessity: Problems with Using Long Words Needlessly – Danny Oppenheimer (Princeton University) looked at effect of fluency on credibility
Hard to read – negativity attributed to content
Clarity = more persuasive Trust + believe = credibility + sales
Applied to copywriting…
Easy to read – words, sentences, paragraphs, layout, simple pricing, short & simple CTA
But not just words… Easy to do – less friction to achieve something, set the defaults
you want, fewer choices Easy to remember – primacy & recency effects
(stronger/important benefits at beginning & end of lists), repetition, rhymes
Easy to believe – harness our justification bias = assume justification is valid. Include words like so that, since, as, due to, because in your copy.
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FRAMING
How you present information affects how readers interpret it
Arrive in airport:
10 minute wait in baggage reclaim –
😤😤
10 minute walk to baggage reclaim –
😀😀
Which would you choose: A or B?
A. 33% chance of saving all 600 people, 66% possibility of saving no oneB. 33% chance no one will die, 66% probability all 600 will die Phrase things as a concrete gain not a loss Today valued more than in the future Get this benefits now! Today! Avoid this loss! Stop it! 25% fat vs. 75% fat-free
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The most successful marketing campaign in history?
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ANCHORING
• Sets customers’ expectations and reference point• NB Pricing can be arbitrary. E.g. De Beers, Apple
How to apply it?Highest price first. E.g. supermarket wine: £13 last
week, now £8/bottleCompare your price favourably with competitorsPut it into perspective: e.g. “for the price of your
morning coffee”, donate one day’s salary a yearMake people feel that it’s worth it/they’re getting a
good deal: reduced prices
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PRATFALL EFFECT
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Theory & practice
Why?
Builds trust
Transparency, honesty
How?
Don’t hide from your faults
Use language in negative reviews or criticism of your service/product in your copy
Turn a negative into a positive
“Your food will take longer to arrive as it’s all cooked to order. But we guarantee it’ll be worth the wait.”
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And your answers?
(1) Adolf Hitler was born in 1892.
(2) Adolf Hitler was born in 1887.
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(3) Eating a Mars bar a day helps you perform your job, relax and have fun.
(4) A Mars a day helps you work, rest and play.
Reading & Resources
Thinking, Fast & Slow – Daniel Kahneman
Predictably Irrational – Dan Ariely
The Choice Factory: 25 Behavioural Biases That Influence What We Buy – Richard Shotton
Online training: 42courses.com
Search YouTube
Blogs: wordnerd.co.uk/reader-behaviour
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Any questions?
SALLY [email protected]: @wordnerdsally
Thanks for listening! https://www.youtube.com/watch?v=S5HU5axz6GI
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