Persuasive Copywriting: Using Psychology to Engage, Influence and Sell

those that talk about the psychological impact of your style and tone of voice. The second group, though more inward-looking than the first, still have an impact on your reader’s emotions, since by making your copy easier and more pleasurable to read, they should decrease resistance to reading.

There is only one future and it is now. The work is bypassed. Focusing on life with the product, it is an emotional appeal.

Are your customers’ brains wired differently to every other human’s? Because unless they are, their brains are just the same as smokers’, boozers’, gamblers’ and philanderers’ brains. They all have the limbic system. And that means that emotions play a dominant role in their decision-making.

stop them in their tracks and make them want to read the next sentence. Which Joseph Sugarman, another garlanded US copywriter, claims is the single job of the headline.

Every single time I or one of my writers sits down to begin planning a new piece of copy, the very first question I want answering is this: ‘How does the customer feel about the problem right now?’

desirable, specific and commanding.

When contented people buy things, the part of them doing the buying is not the contented part. People buy stuff to solve problems.

The person who’s going to buy from you has a problem. That problem looms larger in their world than any product you have to sell.

When you pair curiosity in general with the desire to find out something that will directly benefit us you have a very powerful cocktail indeed.