# The Psychology of Copywriting ## Метаданные - **Канал:** Nick Kolenda - **YouTube:** https://www.youtube.com/watch?v=dQWblxg6XVo ## Содержание ### [0:00](https://www.youtube.com/watch?v=dQWblxg6XVo) Segment 1 (00:00 - 05:00) copywriting is when you persuade somebody through writing in this video you'll learn clever techniques to improve the persuasiveness of your writing as well as the interesting science behind each principle you can download a free pdf that summarizes everything i'll put a link below part one vividness people make decisions by imagining the outcome if somebody is deciding whether to buy a product this person is going to imagine themselves buying and using the product in order to determine the value of this decision and that's why concrete words are important your words need to help people visualize the behavior if they can't imagine using this product then they can't imagine the value that they would receive from this product so here are some techniques to improve the vividness of your writing replace vague benefits with concrete examples what do you mean by durable do you mean the type of material the weight and heaviness the ability to absorb impact the lifespan of the product it's hard to visualize durability just because it has so many different connotations so look for any vague words and replace them with concrete examples that are easy to imagine or follow this technique in your own life don't write study in your calendar this behavior is so vague that it's hard to imagine write a concrete task so that it's easier to imagine and it'll feel more motivating tailor your words to the scenario if a customer is trying on a shirt in a clothing store a salesperson could say that looks great but this framing is vague instead they could say that top looks great that shirt looks great that green t-shirt looks great it seems arbitrary but the more vivid your language the more persuasive your words become because they translate into a stronger mental image or consider a conversation with customer support they might say i can't add a new product to your order but you can cancel the current item and then add a new item but instead of describing these general capabilities this person should customize the language i can't add those jeans to your order but you can cancel the shoes and then add the jeans immerse readers into the hypothetical behavior consider this sentence if you win the lottery what would you do even though this if portion is hypothetical you're now more likely to believe that you would win the lottery merely because you imagined this event so if you want your writing to influence behavior ask readers to imagine themselves performing the intended behavior if you work with our team if you create an account if you watch this course if you do the desired behavior depict information with positive frames negative frames depict the absence of events our product doesn't leak has no bpa won't scratch your car but these statements are still depicting the unpleasant event which can often raise more suspicion instead of saying that your product won't scratch their car which forces them to visualize your product scratching their car describe your product as soft and gentle on their car or transform this language into a unique word leak proof bpa-free scratch free the phrase doesn't leak requires an image of leaking but leak proof translates into an image of durable material symbolize the message in written traits your writing has meaning beyond the words themselves for example prices seem more expensive in a larger font size your brain confuses this large size for a numerical size and same with copywriting i found this sentence from a coffee brewer it describes the process as quick and simple but the sentence itself is very long if you want something to seem quick and simple then you need a sentence that itself is quick and simple this bold portion is now much shorter so it communicates the message more effectively do you want to communicate a variety of unique features then insert words do you want to communicate consistent quality then repeat the same phrase a few times do you want to communicate a fun experience then insert words that are fun to say so those are techniques to improve the vividness of your writing part two continuity your writing should be vivid but these images should also be part of a single story that unfolds seamlessly across sentences and that's why active sentences are usually better than passive sentences nick through a book here the action unfolds seamlessly but in the passive version a book was thrown by nick you don't discover the subject until later in the sentence so your brain needs to represent the subject with an ambiguous placeholder here are some other techniques that can help you achieve continuity in your writing constrain your writing to a single interpretation i found this passage from a kitchen bundle read this bold portion that portion is translating into this image if your writing can be interpreted in multiple ways readers need to cycle through these competing images to find the correct meaning adjust the distance between words you group objects that are close together here you see three distinct objects but now it feels like two objects because your brain is grouping these two objects on the left same with words often times you group words into a cluster and then translate this cluster into a single image here you tend to group through and book into a single image but if we rearrange this sentence nick through janet a book it seems like the same message but here you tend to translate this cluster into a mental image so this sentence isn't unfolding seamlessly the same thing ### [5:00](https://www.youtube.com/watch?v=dQWblxg6XVo&t=300s) Segment 2 (05:00 - 07:00) happens with prices when a price is next to a small related word your brain translates this cluster into a single image the price will seem cheaper because you're merging it with the concept of small always consider the distance between words if you have a sentence like customers find that the chair is comfortable chair and comfortable are separated so they're more likely to generate separate images in a sentence like customers find the chair comfortable these two words are more likely to form a cluster so the chair will seem more comfortable because it's merging with this idea bind sentences with connective words research shows that coherence markers are persuasive words like and or then next but though because so just like a single chain link can merge two separate strings into a single piece these connective words when inserted into a sentence can merge separate images into a single coherent narrative in one study people were more persuaded by advertising copy when it contained these connective words so those were techniques to improve the continuity of your writing part 3 phonetics whenever you read you hear a voice inside your head speaking these words it's called inner speech generally this voice is your own speaking voice but it depends on the context in one study people read a passage if they believed the author was somebody who spoke slowly it took them longer to read the passage because they were speaking these words in the author's voice so they were mimicking that slow pace here are some copywriting techniques that can help you apply this inner speech alternate the phonetic flow of words people read by speaking words inside their head if your writing is hard to say it'll be hard to read therefore you should avoid words with similar beginnings sling style seating and space saving storage we could delete style but the result sling seating now repeats the same ending sling chairs would be better because it has a phonetic flow of different sounds we should be careful with the reverse chairs sling because the shared s will sound clunky delete exclamation marks your inner voice has vocal traits for example mary said that she was hungry when you read that sentence your inner voice is speaking these words with your own voice but in the sentence mary said i'm hungry this version activates your auditory cortex because you simulate the words in the voice of mary and all of her vocal traits a similar effect happens with exclamation marks this syntax will usually backfire because readers need to exclaim these trivial statements in their head which inevitably will feel weird hmm by now something doesn't feel right and they might attribute this negative emotion to the decision i must not want to buy now so those are some copywriting techniques based on the science of how we read if you want more examples and additional copywriting tips you can refer to my free guide --- *Источник: https://ekstraktznaniy.ru/video/21637*