The science of good copy part 2: Make it attractive

What’s appeal got to do with it? Science says making your campaign messages more attractive will yield better results. Here’s how.

I don’t enjoy cooking. It stresses me out. Especially when recipes are a bit vague or require skills beyond boiling.

But even when I get the dish right, my presentation usually lets me down. Yet my hubby nails it every time. He makes a simple cheese toastie look like a Michelin star masterpiece.

Making a meal appealing sets the tone for what’s to come. The same goes for campaigns. Making your messages appealing can make or break their impact.

And that’s exactly what we’re going to explore in part 2 of our science of good copy series: how to make your message more attractive.

Haven’t read Part 1? Start there – Four ways to make your writing ‘easy’ 

 

The recipe for persuasive copy (no folding required)

 

Focus on the positive

Several studies have shown that framing messages in a positive light leads to better results: whether that’s an increase in sales, preference, or higher adoption of a certain behaviour.

Take mince for example. One study asked students to sample minced beef. Those who were told it contained 75% lean meat preferred it more than those who were told it had 25% fat.

Discovering an airline runs on time 92% of the time likely fills you with more confidence than hearing it’s late 8% of the time. Yet the chances of you getting to your destination on time are the same.

Next time you’re working on a campaign, product copy or sending an email to a client, think about how you can reframe a negative into a positive.

Embrace emotional storytelling

Research shows that emotionally connected customers are “more than twice as valuable as highly satisfied customers.” And this goes for both B2C and B2B customers. In fact, B2B LinkedIn ads that inspire emotion are 7x more effective than rational benefits alone.

And at the heart of emotion is human stories.

So dig deep and unearth the unique stories of your brand – from the emotional benefits they bring to your customers to the experiences of your employees – and lead with them.

Tap into the most powerful word in the English language

You. It’s a humble pronoun, with awesome power.

The word ‘you’ immediately creates a sense of intimacy and connection between your brand and its customers. It shows empathy and forces you to put your reader at the front and centre of your message.

Swap ‘we’ for ‘you’ in your next campaign, eDM or social posts – and see your engagement soar.

Think about context

Sometimes, context matters as much as your words.

In one study, participants had to rate a range of headlines in four well-known newspapers according to their believability. Publications ranged from respectable to tabloid titles. Participants ranked the same headlines appearing in more respectable newspapers higher than when they appeared in less reputable papers.

If you want to make your campaign or copy more attractive, to build trust and credibility, make sure the medium you use aligns with your message.

Flaunt your flaws

Flaws can be attractive. In fact, social psychology’s pratfall effect has proven that people come across as more likeable after they make a mistake.

It’s likely because flaws make people and brands seem more human. Plus, admitting mistakes or faults makes a brand seem more transparent and helps build trust. Especially when brands are smart about the flaws they choose to flaunt.

Who can forget this iconic ad from Volkswagen:

Contrary to most brands, VW decided to admit – and lead with – the Beetle’s flaws. It’s small, looks odd and it’s not their fastest car. But the ad turned the Beetle’s weaknesses into strengths, highlighting that VW care more about engineering than aesthetics.

What are some weaknesses your brand can turn into a strength? Is there a mistake it’s made that could make it seem more human and inspire empathy from customers?

While my cooking is beyond help, you can make your copy or campaign more attractive and impactful with these simple ingredients.

In Part 3, we’ll look at how you can harness the power of social influences in your copy. Stay tuned.