Category: Copywriting
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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…
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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…
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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…
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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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Crafting Desire Through Creation Stories
We often find ourselves ensnared in the allure of end results, the gleaming finish of the product ready for the consumer’s grasp. However, I urge you to consider the profound impact of unveiling the process behind the creation of a product. This narrative is not merely a tale of inception to completion; it is a…
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How to Use “New” to Disparage Your Competition
How would you like—using just a few words—to have your readers, viewers, or listeners completely remove the idea of using your competition’s products? Normally, when we see or hear the word “new”, we tend to think of something positive. But there is a way to use “new” that can conjure up a whole slew of…
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The Hypnotic Power of Storytelling: How to Make Your Ad Copy More Engaging
In the dark alleys of the mind, stories weave their spells, binding the listener in a trance of anticipation and desire. The words, like a syringe to the vein, deliver their potent cocktail straight to the heart, bypassing the rational mind. This is the essence of storytelling in ad copy—an alchemical fusion of words and…
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The Hypnotic Power of Rhetorical Questions: Can They Make Your Ad Copy More Engaging?
Rhetorical questions—those seemingly simple queries that don’t demand an answer—can hold immense power in the world of advertising. But why? How can a question that doesn’t seek a response engage, persuade, and ultimately convert your audience? Let’s delve into the hypnotic allure of rhetorical questions and explore how you can harness this potent tool to…
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Making Your Prospects Feel They Are Special
If you’ve been in the influence business for any length of time, you know how important it is to show “social proof”. This is where people in an unfamiliar situation will watch what other people are doing in order to make a decision. I’ve traveled to many countries around the globe and if I’m in…
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How to Introduce a Bulleted List
As you know, a bulleted list is a great way to sell something, especially online where most people scan a page. I think we’ve all bought many things when we saw a few of the enticing bullets that were presented. You also need a great way to introduce your bullets. Bullet introductions are a perfect…