This episode is taken from the third chapter of my book Hardcore Copywriting: 45 Essential Marketing Strategy and Writing Courses (written in Traditional Chinese). The articles in this chapter have not been published online, and I’ll make them podcast episodes for you to enjoy.
This episode explores how copywriters can use psychological mechanisms to guide customers’ expected behaviors and takes investment product copywriting strategies as an example to analyze copywriting structures and techniques in detail.
Marketing activities must set clear objectives, and the copywriter must guide customers according to the objectives, ultimately leading to conversions. Copywriting objectives can be divided into four categories:
absorption
convincing
converting
satisfying
Short copywriting should focus on one objective, while long copywriting can include multiple objectives.
Four stages of the psychology mechanism:
Idea: Start with questions like ‘Do you want financial freedom? Idea: Start with a question to trigger customers to think and feel involved.
Communication: Continue from the ‘Concept’ stage and further explain how to achieve the goal.
Connection: Connect the benefits to customer needs.
Product: Lead customers to take action.
The psychological mechanism cycle mimics the PDCA cycle commonly seen in businesses to continuously revise a strategy based on the marketing campaign's effectiveness.
The cycle consists of the four mentioned stages, and you can analyze each stage further with the same four stages to better understand what you may have achieved or missed. For instance, you can further dismantle the relationship between ‘investment solutions’ and ‘financial freedom’ with the same cycle.
Marketers and copywriters need to use psychological mechanisms to guide customers in a gradual manner according to the target audience and product characteristics. Through continuous analysis and revision, the persuasive power and conversion rate of the copy will be further strengthened.
In this series:
Psychological mechanisms of marketing