Contents
You are now reading:
Persuasion in sales copywriting – how to use psychology in text?
In sales copywriting, there's only one determinant of good copy: its effectiveness. How do you achieve it?
It's best to use methods that have proven themselves time and time again. You can, of course, rely on a moment of inspiration, a flash of insight, or a burst of creativity, but if you want consistently good results, choose what simply works.
Persuasion in sales copywriting comes down to utilizing time-tested principles. Copywriters who are effective at persuasion know how to appeal to specific human desires and needs. Understanding these desires and leveraging them in your writing will allow you to increase the effectiveness of your messages, i.e., their persuasive power.
But what knowledge of the rules are we talking about? Let me explain!
(The rest of the article can be found below the form)
People value what is scarce
This principle states that people are more likely to buy a product that is (or will soon be) in short supply. This means that the value of an item increases as its availability decreases. Some products are purchased for their usefulness, appearance, or capabilities, while others are purchased for their uniqueness.
Sales copywriting has been exploiting this relationship for a long time and in various forms. See how you can elevate the value of your product or service in the eyes of your customers by using the principle of scarcity as a guide.
"Limited edition" and "collector's edition" are messages that are limited in quantity. They work well in B2C sales, with brands like footwear, clothing, children's toys, and many others utilizing them.
Example:
“Only 200 pairs of fluorescent limited edition XXX shoes will go on sale this Friday!”
In the context of this limit, products are sold within a specific timeframe. This is clearly visible in the online course market. Authors intensively promote their product long before the launch, then open it for just a few days or a week. This time pressure causes people to make purchasing decisions more quickly – they are aware that the offer doesn't last forever.
What do these messages look like? You might be familiar with emails like:
“Last 2 hours! We're about to close the sale of the XXX course”
If you don't take specific action, the current privilege or advantage will disappear. This approach may be associated with a lack of time, but the point here is to permanently deprive the recipient of a specific opportunity – that's the basis of the message, not the deadline. See:
“The plan to close the local candy factory is due to low footfall. So take your little one there or miss out!”
A product or service is targeted at a specific, well-defined group of customers. These might be people who have previously purchased a specific item and now you'd like to sell them something else. It's worth emphasizing that the offer is only available to them because, for example, they met certain criteria.
"How's your new coffee machine working out? Because you were one of the few customers to buy it online from us, you can get coffee capsules for 50% less!"
The service is available only to those invited, for example, by one of the existing users. This not only creates a sense of inaccessibility and exclusivity but also heightens curiosity.
“Our new feature is currently only available in beta. To access it, you must receive an invitation with a link.”
From a psychological perspective, the scarcity principle used in sales copywriting is effective because it is based on the loss of an opportunity and, at the same time, the fear of regret.
If a product is available at all times, the customer feels confident and at ease—they know they can buy it at any time. They have the freedom to choose whether to do so now or in a week. However, if you suddenly limit its availability, the customer loses this option and reacts against the change by purchasing the product.
At the same time, people have a strong fear of regret, meaning they fear that if they don't buy a product now, while they have the opportunity, they will regret it later. If this fear is strong enough, it's easier for them to spend money—they treat the investment as a form of security.
Take a look – you might find it useful. 🙂Traps, or how not to overdo it
When using the scarcity principle in your copywriting, remember to do it right. If you want it to work to your offer's advantage, you need to use it thoughtfully. Below are three basic rules to keep in mind.
- Scarcity shouldn't be the main advantage/value of the offer – it's just an addition that reinforces the core message.
- If you're mass-producing something and simultaneously trying to promote sales with, for example, a "limited collection" slogan, don't expect spectacular results. The same applies to discounts: if the same "Last Days of Sale" banners have been hanging in store displays for weeks, people will quickly lose faith in the sale. Your message must be consistent with what you're actually doing.
- Not every product or service can or should be promoted using the scarcity principle. A sales model for everyone, without limits on quantity or time, is also appropriate. The path you choose depends on the overall brand strategy and the specific campaign.
Sales copywriting often evokes sympathy
We buy more willingly from those we like. This is one of the reasons why famous actors, singers, and popular YouTubers so often appear in advertisements. People are more likely to follow the advice of people they identify with, who are familiar, share similar views, or who serve as role models or authorities.
How can a copywriter use the principle of sympathy as a form of persuasion? After all, they don't meet their audience face-to-face. They only have words at their disposal. Or maybe ALL words?
Typically, sales texts focus directly on the benefits of purchasing a given product or service. However, if you want to gain traction right from the start, you can begin your content with a skillfully crafted compliment. See an example:
"If you work remotely, you know perfectly well that it doesn't mean spending all day in bed with a laptop on your lap. If you work effectively, you're probably already very good at managing your time and avoiding distractions. To make remote work 100% work for you, there's only one problem left to solve..."
This introduction demonstrates that you understand the reader's situation, identify with them, and appreciate how much they've achieved on their own. This way, as a copywriter, you connect with the reader from the outset, making them more likely to hear what you have to say.
The principle of sympathy, like any technique, must be used skillfully. Its foundation is a thorough understanding of the recipient—their needs, daily routines, and expectations. It will be difficult to create effective copy if you define a target audience that is too broad. The narrower your target audience, the easier it is to personalize your message.
Write about the disadvantages too
Copywriters often focus solely on the advantages and benefits of the products or services they describe. They try to present them in superlatives, often creating a seemingly unrealistic image of the offer. After all, do perfect things exist? Maybe they do, but people rarely believe in them – especially when they're about to buy something. 😉
You'll gain your audience's trust and credibility much faster and more easily if you also include the flaws of your product or service. This way, you can also position it for specific customers.
Someone is looking for the cheapest solution and you offer it, but there are also concerns about quality? Explain to the customer why you're offering a lower price.
“Our product is cheaper because we eliminated several features that customers rarely use, and instead focused entirely on refining key functionality. This resulted in optimal value for money.”
Why is this description more effective? Because it provides a logical explanation while also ensuring that the basic functionality (most likely the reason the customer wants to buy it, given the lower price point) will work flawlessly.
Serve the specifics
When visiting websites you can find many expressions saying:
“With us you will achieve success”
“We respond quickly to all reports”
Do you know what they have in common? They don't actually say anything and don't provide any information. Because what does "success" or "fast" mean? It's probably different for everyone. General statements and assurances don't sound credible and don't sell well because the recipient doesn't see any tangible value in them for themselves or their business.
By adding specific information, you can easily increase the persuasiveness of your messages:
“With us, you will increase your revenue by up to 30% within 6 months”
“We respond to all reports within 24 hours”
See the difference? Which message would inspire your trust more quickly? It's similar for customers – specific information increases content credibility.
Cite authority
Remember that people are more likely to buy from those they like? But not only from them. They also value and are willing to follow the suggestions of those they consider experts in a given industry.
Therefore, use authority as an argument. Include statements from experts (e.g., scientists in a given field), links to research, and statistics in your texts. Make sure the information you provide is substantiated.
Remember that the authority you cite is primarily intended to be an authority for your audience, not necessarily for you. Advertisements often use images of teenage stars to promote cosmetics for young girls. Of course, actresses usually have no idea whether the ingredients in these products are good or whether the products themselves are pleasant to use, since they don't use them.
However, the fan engagement is so intense that a photo of their beautiful skin wearing a given cosmetic and a short description are enough to convince them to buy it. This perfectly demonstrates the persuasive power of authority, even if unfounded.
Summary
The techniques above will help you improve the effectiveness of your sales copywriting relatively easily . You don't have to use all of them – first, get to know your target audience well, and then consider which methods will be most effective in a given case. Often, more isn't necessarily better.
Guest post by Izabela Aftyka.
Izabela is the owner of the boutique Business Copywriting agency , specializing in sales copywriting. She designs effective sales copy for websites, catalogs, and emails. She eagerly shares her copywriting expertise in her articles and on her company Facebook page.
Summary
The above article covers the following topics:
- Demand for unique and limited-edition items
