The"Other Pavlov's" Take: Copywriting & Psychology

The two are more connected than you think

(I would argue that this also applies to women!)

Welcome to the OTHER Pavlov's classroom! It's a little spicier in here than good ol' Ivan's lab, but just like my Not-Grandfather Ivan Pavlov, I am rooting today's lesson in psychology - the psychology of selling. When it comes to selling, we all know that it's not just what you say, but how you say it. The words you use can make a big difference in whether or not someone decides to buy from you.

Psychology of selling and applying them to copywriting

So how do you choose the right words to sell more? The first step is understanding the psychology of selling. There are certain principles of psychology that have been proven to influence people's buying decisions, and if you understand these principles, you can use them to your advantage.

For example, one well-known principle is called social proof. This is the idea that people are more likely to do something if they see other people doing it. That's why reviews and testimonials are so effective when it comes to selling. When potential customers see that other people have had success with your product or service, they're more likely to buy from you as well.

Another important principle is called Authority Bias. This is the idea that we're more likely to do something if we believe that the person telling us to do it is an expert. That's why using phrases like "the experts agree" or "scientists say" can be so effective in selling—because when we hear those phrases, we're more likely to believe that what comes next is true.

The Power of Language

The integration of psychology and copywriting is strong, because the language you use can actually influence the way people think and behave. The words we choose affect our own emotions and attitudes, and they can also influence the emotions and attitudes of those around us. That's why it's so important to choose your words carefully when you're trying to sell something.

For example, let's say you're selling a new type of laundry detergent. You could describe it as "the best laundry detergent on the market" or you could describe it as "the most effective laundry detergent for getting out tough stains." Which one do you think would be more persuasive? Most people would say the second option, because it's more specific. It's not just claiming to be the best—it's claiming to be the best at something specific. And that specificity makes it more believable.

When you're trying to sell something, always be as specific as possible. The more specific you are, the more believable your claims will be—and the more likely people are to buy from you.

The Power of Emotion

In addition to using language strategically, you can also use it to tap into people's emotions. We all make decisions based on our emotions—even when we think we're being rational—so if you can appeal to someone's emotions, you'll be much more likely to get them on board with your product or service.

For example, let's say you're selling a new skincare product. You could describe it as "a great new skincare product that will leave your skin looking flawless" or you could describe it as "a revolutionary new skincare product that will transform your skin and give you the confidence to rock whatever outfit you want." Again, which one do you think would be more persuasive? People are much more likely to buy something if they believe it will help them feel better about themselves.

So, when you're trying craft your sales pitch, always keep in mind how your product or service will make people feel. Do they need it? Probably not. But will it make their lives better in some way? If so, that's worth highlighting in your pitch!

If you want to sell more, start by paying attention to the language you use. Words have power—they can influence our own emotions and attitudes, and they can also influence the emotions and attitudes of those around us.

Are you interested in diving deeper into the topic so that you can sell with ease? The replay and 22-page Powerpoint from our March Masterclass have helped other entrepreneurs to sell more online with ease by utilizing the power of psychology. Are you ready to do the same and see the difference?

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