More than 90% of copywriting persuades consumers from these five dimensions

There are many ways to write copy with the ultimate goal of "selling goods", and there are also many consumer psychology that can be utilized. This article will summarize the psychology and tendencies that are often used by marketers and are more effective in persuading consumers from five dimensions. enjoy~

Nowadays, there are endless copywriting courses aimed at "selling products". These courses can teach you how to exploit human weaknesses to increase product conversion rates and sell more products.

In fact, all copywriting with the ultimate goal of "selling goods" is nothing more than persuading consumers in the following five dimensions.

They are:

1. Future consumption
2. Tasks to be completed
3. Relationship with someone
4. The group you are in
5. Social roles played

Let’s talk about which psychology and tendencies in these five dimensions are most frequently used and can effectively persuade consumers.

1. Future consumption (self- investment )

Since it is an investment, it means that we are consuming for the future, not the present. So, just as "getting medical treatment when you are sick" is a necessary expense rather than an investment, all expenses for current tasks cannot be considered investments.

Investing in yourself can be roughly divided into two categories: investing in skills and investing in health.

1. Invest in skills

For skill investment products (such as leadership courses and writing courses), the most common way of persuasion is to evoke resonance, let consumers recall past bad experiences , and then provide appropriate solutions.

For example, here is a passage from a random eloquence training course:

"Have you ever had a lot of ideas, but you don't dare to speak them out, so your boss mistakenly thinks you are mediocre; have you ever done a lot of work, but you get scared when you report, so your boss mistakenly thinks you are just slacking off; have you ever had the opportunity to be promoted, but you don't dare to participate in the competitive speech, so you will never get a promotion or a raise."

The copy describes various bad experiences that you are most likely to have encountered, so as to arouse resonance, make you feel "this is me", and stimulate the desire to buy.

2. Invest in your health

Skill investment products are suitable for evoking memories and stimulating resonance. The most effective way to get consumers to invest in their health is to describe to them a beautiful life scenario in the future.

For example, if you describe to young people the wonderful life after old age, they will be willing to buy products such as pension insurance that will only generate returns in the future.

This is also why the gym’s promotional posters always feature beautiful women with perky butts and tough guys, rather than pictures of big bellies to engage in “fear marketing .”

In addition to being unsightly, this is because fitness enthusiasts can imagine themselves with perfect bodies in the future through posters, and are therefore more willing to invest in future benefits (such as buying an annual gym membership).

In short, self-investment is a dimension of persuading consumers. If your product is a skill investment product, you can try more "resonance-evoking" copywriting with better effects; if it is a health investment product, then a better choice of copywriting is "describing the beauty of the future."

II. Tasks to be completed

1. Goal Approaching

People all have a common tendency: the closer they are to completing a task, the less likely they are to give up halfway, and instead they will do whatever it takes to complete it.

It's easy to press the pause button when a movie is halfway through; but it's not so easy to press the pause button when a movie is only five minutes away from ending. The proximity effect forces you to wait until the movie is over, even if you have more important things to do in the meantime.

For example, in a certain state in the United States, Uber faced a shortage of drivers, so much so that some customers reported that they had to wait for a long time after calling a car. In order to solve this problem, in addition to recruiting more drivers, Uber also came up with a solution - every time the drivers are about to finish work and go home, the system will send them a message to activate "target approach". (For example, if a driver earns $480 a day, the system will automatically prompt that he still has $20 left to earn $500)

Therefore, in order to achieve these small goals that can be achieved quickly, these drivers have postponed their working hours again and again , which not only brought more revenue to Uber, but also greatly reduced customers' waiting time and improved user satisfaction.

Another example is B.leman underwear, which evokes consumers' "goal proximity effect" by describing the task:

"You spent three nights

Changed five western restaurants

Visited four shopping malls

Maxed out two credit cards

Finally got a date with the goddess

The seats in the car have been folded down.

In the end, I lost to a pair of underwear."

In short, when a task is about to be completed but not yet completed, most people will choose to continue regardless of the consequences due to the influence of the "goal proximity effect".

This is also called motivation theory in management science - the extent of enthusiasm mobilized depends on the product of expectancy and valence . In other words, the more a person grasps the goal and the higher the estimated probability of achieving the goal, the easier it is to be motivated.

So, how can we use this consumer psychology in marketing?

What you should always ask yourself is:

Do consumers have any troubles in the final stage of completing the task?

Can my product help them complete their tasks successfully?

2. Equipment support

If "target approach" makes people care about the continuity and completeness of completing tasks, then "equipment blessing" is the external manifestation of our desire to complete tasks better.

"Equipment enhancement" is a game term, which actually means adding new accessories to existing equipment to improve its attributes.

In reality, this manifests itself as follows: when we have just received a high-performance new product, we tend to pair it with a "complementary product".

for example,

For the newly-purchased iPhoneX, are you willing to spend a few dozen yuan to apply a "high-quality" tempered glass film?

You just received a very fancy cutting board, and you are willing to pair it with a nice-looking kitchen knife;

When you get a new car, you may also buy reversing radar, seat cushions, car film, rust-proof products, etc. under the salesperson's persuasion.

In other words, in order to better use the mobile phone, we add "tempered film" to the mobile phone; in order to better complete the task of cooking, we will equip the chopping board with better kitchen knives; in order to better experience the new car, we will add various car decorations to it.

In short, in order to complete a task, we will buy a certain product, but because we tend to complete the task better, we often also have the behavior of equipment blessing.

So, how can we use this consumer psychology in marketing?

If your product is the primary product that consumers use to complete a task, try to provide them with a “complementary product” that helps them complete the task better.

3. Relationship with a person

As human beings, we do not live alone in society, but interact with other people every moment.

In this interactive process, we have two important tendencies:

1. Relationship maintenance

You may think that a single meal of 200 yuan is a bit expensive, but if you are inviting an old classmate you haven't seen for many years, you may not be so sensitive to the price.

Why is this?

Many people have guessed it - mental accounting .

That’s right, in the psychological account of “relationship maintenance”, your budget limit is much higher than your own food expenses. That is to say, you are more generous in this account.

Therefore, countless copywriting works have successfully persuaded consumers to buy products by taking advantage of the relationship they need to maintain.

For example, the copywriting of Red Star Erguotou is written like this:

"Knock down the enemy with bullets, and knock down the brothers with Erguotou"

Therefore, marketers should be good at identifying which relationships consumers want to maintain, and then provide them with appropriate products to help them complete the task of "relationship maintenance."

2. Relationship compensation

Compensation for a relationship comes from "debt". Once we feel that others have given a lot to us or that we have not fulfilled our due responsibilities, we will develop a deep sense of guilt, which will prompt us to make compensation to the other party.

Your partners have given a lot for you, and while you are grateful, you also feel that you owe them too much and are filled with a sense of guilt.

Therefore, the copywriting of Jin Maotai took advantage of this feeling of consumers and wrote:

"I don't have any foresight, I rely on your capital to give me courage.

"I don't know what it means to be strong. It was all thanks to you that you held on.

"I don't know anything about business, it's all thanks to your kindness and loyalty.

A distinguished person is here, Golden Moutai

You are too busy with work to spend time with your children, and your children start to be indifferent to you. You will feel full of guilt and want to find an opportunity to make it up to them.

So much so that a study found that the main customers of high-priced children's toys are busy working adults.

Therefore, in marketing, you need to be good at identifying people’s psychology:

What exactly is the reason that makes consumers feel indebted or guilty towards their family, friends, and partners? Can my product help them relieve this emotional pressure?

4. The group you are in

1. Become part of a group

Humans are social animals. No one wants to be isolated from the group, and everyone has the desire to integrate into the group. However, the frequent changes in social roles bring about changes in new environments and new groups, and we always need to learn to slowly adapt and integrate.

In other words, we always need to integrate into one unfamiliar group after another.

The shortcut to quickly integrating into an unfamiliar group is to imitate the behavior of group members.

Therefore, female college students who have just entered the workplace will imitate the behavior of white-collar workers in the company. For example, buying luxury bags, putting on makeup, wearing professional attire, etc.

These are their "passes" to quickly and smoothly integrate into new circles.

Similarly, if you want to enter the investment circle, you may need to first imitate the "routine operations" of members in the group, such as running a half marathon.

Similarly, when they were students, many people learned to smoke in order to fit in with the bad boys in the class. Here, smoking is a pass to successfully integrate into this group.

Therefore, if you want to borrow in marketing, you should always ask yourself:

My target users , what group do they aspire to be part of?

What are the common behavioral habits of this group?

Using my product, can my target users achieve the goal of emulating members of the group?

2. Avoid groups

In a study of American college students, psychologists found that when undergraduates learned that graduate students were the main group purchasing junk food, they significantly reduced their consumption of junk food.

This is because graduate students are an avoidance group for undergraduates, who differentiate themselves from graduate students by reducing behaviors similar to those of graduate students.

So, if they use your product, they can differentiate themselves from the avoidance group. It will often win the choice of consumers.

For example, the Economist's copy reads:

I never read The Economist—a 42-year-old management trainee.

At this time, subscribing to The Economist helps users differentiate themselves from mediocre people.

So, to borrow the "avoid the group" approach, you should always ask yourself:

What groups do consumers avoid?

Can my product help them differentiate themselves from the avoidant group?

5. Roles played

1. Fulfillment of Responsibilities

We have always played a variety of roles at the same time. We are parents of our children, teachers of our students, supervisors of our employees, and partners of our lovers.

Just as parents have the responsibility to raise their children, behind each role there are corresponding responsibilities that need to be fulfilled.

For example, the copywriting of a child insurance policy in Singapore is as follows:

"Spend the money of a cup of Starbucks every day to buy a protective cover for your child"

Therefore, in marketing, your copywriting should be good at mobilizing consumers' tendency to "fulfill their responsibilities", making them realize that they have children to love, parents to care for, and lovers to cherish, thus making your products a must-have for them to fulfill their responsibilities.

2. Role Transformation

If we imitate group members to fit into new circles in order to prove to the outside world "who I am", then during the period of identity and role transformation, we also urgently need to prove to ourselves "who I am".

Originally a college student, he became a "working person" after graduation. Originally a single aristocrat, he suddenly got married and became a "married person". Before he could enjoy the world of two people, he suddenly found that he had a child and became a "cool dad and hot mom" again.

These changes in role identities have created a sense of "discontinuity" in our lives, making it difficult for us to identify "who I am".

Once people have more of this "sense of discontinuity" and lose control of their own role perception, they will need to regain a sense of control in order to reconfirm "who I am."

Therefore, college students who have just entered the workplace will buy professional attire to tell themselves that they are no longer students but “working people”; newcomers will buy diamond rings to imply that they are no longer “single nobles” but “married people”.

So, how to borrow in marketing?

Of course, you should always ask yourself:

1. When are there times when people need to reconfirm “who I am” due to role changes?
2. Can my product help them regain a sense of control over their self-perception?

VI. Conclusion

There are many ways to write copy with the ultimate goal of "selling goods", and there are also many consumer psychology that can be utilized. In fact, it is nothing more than persuading consumers from five directions. At the same time, this article also summarizes the psychology and tendencies that are often used by marketers and are more effective in persuading consumers based on these five dimensions.

They are:

1. Future consumption: evoke resonance and describe vision
2. Tasks to be completed: Target approaching, equipment enhancement
3. Relationship with someone: relationship maintenance, relationship compensation
4. Groups: Integrate into groups, avoid groups
5. Roles played: fulfilling responsibilities, role switching

The author of this article @leo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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