Why copywriting depends on empathy
To reach your reader, you need to get inside their head and feel what they feel.
Five metaphors for Brexit
Cake, war, game of poker, prison, Holy Grail… how do metaphors shape our thoughts about Brexit?
No-one buys alone
Psychologists picture us making decisions alone, but we hear many other voices when we decide to buy.
Persuasive copywriting 5: Scarcity
Persuasive copywriting is a matter of exploiting a number of proven, well-established principles. The principle of scarcity states that people value something more if it is in short supply.
Persuasive copywriting 4: Authority
The principle of authority states that people defer to experts, and are more likely to accept a suggestion if it is backed up by authority.
Persuasive copywriting 3: Consistency
The principle of consistency states that people align their actions with their clear commitments. Once they’ve made a public or explicit commitment, they tend to stick to it, since they want to appear consistent and honest.
Persuasive copywriting 2: Social proof
Copywriters can exploit the principle of social proof by positioning a product or service as the choice of the majority.
Persuasive copywriting 1: Liking
The principle of liking can be exploited to persuasive effect by setting up a rapport with the reader.