copywriting

Mind Hack: Using The Barnum–Forer Effect To Connect To Your Readers on a Fundamental Level

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I recently came across a particularly interesting technique, which although can veer into the slightly unethical, clearly illustrates how a writer can use insights into human nature to improve their literature and connect with their audience.

Have you ever heard of the Barnum-Forer effect? Essentially, in the middle of the 20th century, several psychologists were trying to delve into the core characteristics individuals tended to attribute to themselves. They conducted a personality test where students were given a “personality test” and later were given the results of the test based on how they answered. There was a catch, though; everyone was given the exact same result.

Some of the students that participated in the study were so touched by the results, they were moved to tears!

Even more interesting was the fact that the personality traits they fabricated were based on horoscopes, graphology, and other controversial forms of parapsychology. Some of the common traits they included in their “results”, which we will be taking a deeper dive into were:

  1. You have a great need for other people to like and admire you.
  2. You have a great deal of unused capacity which you have not turned to your advantage.
  3. While you have some personality weaknesses, you are generally able to compensate for them.
  4. At times you are extroverted, affable, sociable, while at other times you are introverted, wary, reserved.
  5. Security is one of your major goals in life.

What exactly does that mean? Are human beings fundamentally the same? Do we all perceive a certain set of values and try to work towards them?

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4 Killer Ways To Encourage Your Audience To Take Action: Exploring The Nudge

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After working in copywriting and freelancing for many years, I’ve noticed a disturbing trend. People in our industry tend to mystify the sales process. Sure, there are hundreds of little things you can do to improve the conversion rate of a certain piece of copy, but ultimately, only a few factors decide whether or not someone will buy your product. Most of it comes down to the subtle art of influencing people.

No, I’m not referring to some weird mind control trick where expert level hypnosis is used. Influencing people is quite easy, and this article will dive deep into one particular method that is widely referred to as the nudge.

As an example, I’m notoriously bad at replying to emails and other text messages. However, contrary to my terrible habit, I replied very quickly just the other day to a message from a friend of mine. He specifically wanted to organize an event for several people to attend and was wondering which day would be most convenient for me. So, about a week ago, he sent me the following message:

Hey Anta, can you tell me on which date you’re free to attend the event?

Several days passed and I still hadn’t replied. Like I said, I’m terrible, but not necessarily intentionally. I had already seen the message and I had thought that I could probably respond at a later time. Procrastination seems to run deep in my veins haha. In fact, I had already formulated a response. After some time, my friend tried a different approach:

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The First Rule of Effective Writing: It’s Not About YOU

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It seems a bit obvious to say, but in this digital age of instant consumption, readers are only becoming more impatient and quitting sooner than you might think. The average reader of this website stays for an average of 12 to 34 seconds before their attention span gets the better of them, and long before they can begin retaining any of the useful information I’ve jam-packed within. You have to take this information into account when writing for a client or even for your own projects.

Fortunately, it’s fairly simple, if not necessarily easy, to get into the head of the client and the reader. With a little bit of patience and practice, you can begin to reach the core of your audience and speak to them like a close friend.

Speak Plainly!

Clear communication with your customers ensures that they remain customers.

Let me say that another way for people that are slightly hard of hearing: simple, clear communication is what will put money in your pocket.

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Persuasive Writing: 4 Copywriting Secrets That Will Help You Create a Rabid Customer Base

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When I first started freelance writing, I devoured just about every blog, article and book I could find about copywriting. I wanted to know everything about the industry. How much could people make as independent writers? How could I personally improve my writing style? What were the secrets to building an audience that could hardly wait for my next piece to drop?

Among the many open doors and familiar stories, I found that almost everyone has their own unique way of doing things. People generally tend to find their rhythm when it comes to approaching the same task. I’ve probably discarded more advice and methods than I have kept over my life, and anyone with enough experience has almost certainly done the same. While the plethora of eye-opening tips and clarifications helped to take me to the next level of my craft, a few outstanding tips really gave me the boost I needed to make my career a full-time endeavor.

Even though I have found that the “best” writing tip differs from person to person and moment by moment, there are a few overall things writers need to apply in order to outshine their competitors. Particularly, I’ve found tips relating to writing convincingly to be the most useful for my day to day life.

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