Copy optimisation: how quick copy fixes can score big wins for your content, Creatives Group, 27 May...

How quick copy fixes can score big

wins for your content

11 copy nudges


+ 2427.8 miles’ use per car


5

Benefits and outcomes

Perception of ease – minimise friction

• If it looks easy to do – it must be easy to

do: scannability, everyday language

• Show how long things really take

• People more likely to buy if returns

process look easy / sign up to an email if

unsubscribe process looks easy

• Avoid unnecessary fields in data capture

form

Social proof

Objection handling


30

Scarcity, loss aversion and

time-limited offers

Loss aversion

• The desire to avoid loss is twice as

powerful as the desire to seek gain

• We will behave irrationally to avoid loss

• Framing a product, service or offer in a

way that encourages consumers to act

now to avoid loss (or missing out) can be

very powerful


35

A

B

+ 6.3%

Anchoring

Anchoring

• Our perceptions are often defined by context

– a £200 handbag might seem ridiculously

indulgent… until you walk into Gucci.

• You can often encourage a higher

spend/donation by playing with the range of

options in a range – one very expensive

option can make others look like good value.

• It doesn’t have to be just about price –

perceived value can be just as powerful.

Reciprocity

Reciprocity

• We all like to get something in return for

our efforts

• Free gifts, samples, discounts etc are all

common ways to do this

• Showing what your donation will tangibly

buy is another example

Consistency / foot in the

door

Internal consistency

• Once we make a choice or take a stand,

we tend to behave consistently with that

commitment

• Petitions are a good example – they set us

up to take a bigger commitment further

down the line

Liking and affinity

Affinity

• The more familiar we are with a brand the

more we like it

• The more we like it, the warmer we feel

towards the brand

• When we like someone, we prefer to say

‘yes’

Authority

Authority

• We trust people with perceived knowledge

so making the most of your experts can be

a powerful nudge

• Well-chosen stats convey authority too

• Articles by experts or recommendations

from trusted sources can build authority

Dog’s Trust

Copy optimisation: how quick copy fixes can score big wins for your content, Creatives Group, 27 May...

Government & Nonprofit

Transcript of Copy optimisation: how quick copy fixes can score big wins for your content, Creatives Group, 27 May...