Hypnotic Language Patterns for Advertising

Copywriting beyond features and benefits

  • Disarming Your Prospects’ BS Detector

    One of the problems with listing all the benefits of your product (which is still a very good idea by the way) and creating an ad from this list is that it creates the feeling of “this is too good to be true.” And with that thought, you might just lose the sale. A way…

  • 7 Psychological Triggers to Boost Email Campaign Effectiveness

    Email marketing. It’s the goldmine of direct response marketing if you know how to tap into it. But most marketers get it wrong. They send out emails that are dull, lifeless, and, worst of all, ineffective. If you want to craft emails that not only get opened but also drive action, you need to dive…

  • Say No to Resistance and Reactance

    This is going to be the best copywriting article you’ve ever read, and I guarantee I’ll convince you to buy my book by the time you finish. STOP. What was your internal experience after you read the above sentence? I’d bet you were annoyed and put up some resistance. (Notice the embedded command in the…

  • Crafting Compelling Narratives: The Role of Positive Psychology in Storytelling for Advertising

    As copywriters, we’re constantly striving to craft compelling narratives that click with our audience and drive results for our clients. But what makes a story truly compelling? The answer lies in the intersection of storytelling and positive psychology. By incorporating principles from positive psychology into our storytelling approach, we can create narratives that not only…

  • The Strange Tale of Using Opposites to Add Believability to Your Claims

    Want a way to add some muscle and memorability to a claim you’re making? Just add the opposite of what is expected to supply some contrast. I’m not sure why this pattern works. Maybe it brings an objection out into the open. Maybe it allows people the promise of a goal without having to give…

  • How to Write Compelling Smartphone Descriptions for Google Play Store and iPhone Store

    Here’s a guide to creating effective descriptions for both the Google Play Store and the iPhone Store that go beyond the generic advice. Understand Your Audience Before you start writing, it’s crucial to know who your audience is. Are they tech-savvy users looking for the latest features, or are they everyday users who want simplicity…

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William Smith

Writer & Journalist