I've use the Cognitive Copywriting Process to double 84% of client controls. Need better Direct Response Copywriting? 👇
Long Island, New York
Joined March 2015
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Countless studies show that 95% of consumers' purchasing decsions are made subsconsiously.
We *think* with logic, but *act* on impulse. That's where "impulse purchases" come from.
These impulses stem from feelings buried deep within our psyches --- that's why people like (or want) things without really knowing why.
Revealing your customers' deep-rooted psychological motivations is the key to understanding how they think and WHY they buy.
And that's exactly what I do with the Cognitive Copywriting Process --- it's a 3-step approach I use to appeal to consumers' impulses so we can maximize conversion rates.
Send me a DM if you want to learn more!
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Use these 3 words, oe your copy's gonna flop.
"So you can"
A Gallup study from the 50's set out to learn what people *really* wanted in life.
The results?
People didn't want a:
- mansion
- sports car
- yacht
They wanted:
- to choose their own destiny (autonomy)
- a social life + happy marraige (love)
- occasional peace and quiet (leisure time)
Madison Avenue knew this couldn't be sold... or could it?
- Bud Light's "Up For Whatever" campaign sold friendship
- Corona's "Find Your Beach" campaign sold leisure time
- Coca-Cola's classic "I'd Like to Buy the World a Coke" ad sold belonging
...
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Despite being 70+ years old, nothing's changed.
People are psychologically simple.
We want to feel safe. And we want to feel loved.
And more times than not, these feelings boil down to feeling free, and in control.
That's where the 3 magic words come in...
They're "so you can" --- using them creates a bridge from the benefit to the desired outcome.
"Take this supplement to drop up to 25 pounds... so you can fit into your wedding dress... so you can feel confident wherever you go"
When selling something, always consider WHY someone wants it.
When you get your answer, ask WHY it matters.
When you find out, ask WHY that matters.
Fail to do this, and you'll end up with more surface-level copy that gets ignored.
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The #1 conversion kill for landing pages?
Lack of specificity.
The goal of a landing page is to get people to read the whole thing think: "I have several reasons to follow the CTA, and none not to."
Write to hyper specific problems 👉 transition to clear, easy solutions.
✔️ dig through customer reviews to find patterns
✔️ dimensionalize problems (keep asking "why")
✔️ tap-into pain-caused emotions
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Mike Lewis retweeted
if you’ve ever wondered how easy it is to spread fake information
i made this stat up while laying in bed at halftime of the game😭
INTERESTING 👀
This is now Jared Goff’s 7TH career game with at least 4 interceptions.
His record in those games?
6-0.
Does Goff have the Texans right where he wants them? 🤔
Readers added context they thought people might want to know
Jared Goff has thrown 4+ interceptions in only two games of his NFL career. He is 1-1 in those games.
statmuse.com/nfl/ask/jared-…
Star-studded is one thing, but the Dodgers are a straight up pile-on team now. Can't wait to see them get slapped by a 87-win Diamonbacks team in the NLDS.
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Stealing is wrong, but not in copywriting. If you see a strong headline, hook or concept, go ahead and test it. Just be sure you have something tangible to measure. #Copywriting #Advertising
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Marketing Twitter: Are you guys still using threads? Or was that our fidget spinner? #marketingtwitter
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Mike Lewis retweeted
Overinvestment In Alternative Energy Accidentally Plunges Earth Into Ice Age bit.ly/3tsqphb
... what?
The manager of Harvard Medical School's morgue is accused of letting buyers come into the morgue to pick what remains they wanted to buy, then stealing parts of donated cadavers like brains, skin and bones.
nbcboston.com/news/local/4-c…
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Mike Lewis retweeted
LIV Golfers On Saudi Course Forced To Putt Around Woman Being Beheaded bit.ly/3T3qGzj
Mike Lewis retweeted
‘Ted Lasso’ Fan Has Sinking Feeling Show Is For Losers bit.ly/3VY9oGd