The Basics of Marketing Psychology

Did you know that copywriting for advertising has been around since 1477? The basic principles haven’t changed. So don’t reinvent the wheel - let’s dive in.

The 3 basic persuasion principles:

• MECLABS conversion heuristic formula

• Robert Cialdini’s Principles of Persusarion

• Claude Hopkins’ Scientific Advertising

MECLABS Conversion Heuristic Formula

C = 4M + 3V + 2(I-F) - 2A

I know what you’re thinking. What the hell does that mean? ^

Well, let me explain.

It’s a hierarchy of messaging types to include in your copywriting. This formula merely represents the power of each element to make persuasive copy.

The numbers refer to importance and the letters refer to copywriting elements.

C = Probability of Conversion

What is the probability of the visitor saying yes to your product/service?

M = Motivation:

Understand the visitor’s motivation and make sure that the messaging is aligned with that motivation

V = Value Proposition:

What is being offered to visitors that they can’t get anywhere else?

I = Incentive:

Are you offering any special offers to incentivise the visitor to stimulate a desired action or creating a sense of time urgency?

F = Friction:

How hard are you making it for visitors to take the next step and convert? This can include too many choices, cluttered content design, difficult checkout process, and too much jargon.

A = Anxiety:

Be sure to address any fears, uncertainties and doubts about the product/service/brand.

So if we look at this formula again…

C = 4M + 3V + 2(I-F) - 2A

Motivation is the most important factor, followed by Value Proposition, Incentive & Friction, and lastly - Anxiety.

Robert Cialdini’s Principles of Persuasion

Cialdini explores factors that affect people’s decisions when purchasing. These 6 principles persuade others to take a specific action or buy a specific product.

The 6 principles

• Social proof - Think customer reviews and testimonials. Evidence that others are saying HELL YES!

• Authority - Tell users why they should trust you. ‘We have X years of experience in this industry’, ‘X industry recognised accreditations’

• Liking - People are much more likely to be persuaded by those that they like and respect. This is why Influencer outreach is so effective.

• Scarcity - People want things that are perceived as less available or high in demand, e.g. X amount left, low stock, limited edition etc.

• Reciprocity - You’re more likely to return a favour to somebody if they've already given you something first. E.g. a free gift added to your cart at checkout, added value for no extra cost, exclusive deal/products etc. This is why simply offering free shipping ss so effective at boosting conversions.

• Commitment & Consistency - If users commit to an idea or goal, they’re more likely to honour that commitment, e.g. signing up for a membership or free trial to get discounts can often lead to bigger purchases later on.

Claude Hopkins’ Scientific Advertising

Claude Hopkins, known as the first conversion copywriter, brought science and method into advertising. He tested to see what types of copy worked and noted his insights in his book.

Rule 1: Be specific

“...general statements count for little. And a man inclined to superlatives must expect that his every statement will be taken with some caution. …But a man who makes a specific claim is either telling the truth or a LIE.”

General statements are forgettable and won't have the fine, specific details to make them memorable.

If you’re highlighting specific data values and attributes, or making specific claims in your copy - users know you’re not making them up.

Take the following 2 claims:

‘Vacuum cleaner motor filters an impressive amount of particles.’

‘Washable post-motor filter traps 99.97% of particles as small as 0.3 microns – as small as bacteria.’

Which is more believable?

Rule 2: Offer service

“Remember that the people you address are selfish, as we all are… The best ads ask no one want to buy, but they offer wanted information. They cite advantages to users. Perhaps they offer a sample… so the customer may prove claims without any risk.”

People don’t read ads. People read what interests them - and sometimes that’s ads.

Visitors want to know how your product/service can benefit them. Your copy needs to let them visualise how the product/service can make their lives better.

Again, let’s look at 2 statements.

‘Buy this innovative vacuum cleaner at a great price.’

‘Looking for an easier way to clean your home? Our vacuum cleaner leaves your home spotless 3x faster than standard brands, so you can focus on relaxing.’

The 2nd is far more enticing, right?

Rule 3: Tell the full story

“There is no fixed rule on the subject of brevity. One sentence may tell a complete story on a line like chewing gum. It may be on an article like Cream of Wheat. But, whether long or short, an advertising story should be reasonably complete.”

The length of your copy doesn’t matter. Focus more on writing concisely enough to get your story across. The visitor needs to know about the problem they’re facing and how the product/service can give them the happy ending they want.

It’s better to tell the full story simply, than an incomplete story in twice as many words.

‘Mitigate the potential discomfort associated with back and knee pain by availing yourself of the advantageous features intrinsic to our cutting-edge cordless vacuum cleaners, designed with the paramount objective of rendering the arduous task of cleaning significantly more facile, expeditious, and devoid of any physical discomfort.’

‘Prevent back and knee pain by using our cordless vacuum cleaners to make cleaning easier, quicker and pain-free.’

How much easier was the second one to read?

Rule 4: Be a salesperson

“Ask yourself: “Would this help a salesman sell the goods? Would it help me sell them if I met the buyer in person?”

Some argue for slogans, some like clever conceits. Would you use them in personal salesmanship? Can you imagine a customer whom such things would impress? If not, don’t rely on them for selling in print. When one tries to show off or does things merely to please himself, he is little likely to strike a chord which leads people to spend money.”

Would the message work in a sales environment?

Does it sound like something a salesperson would even say face-to-face?

If not, your copy needs finessing.