Reflexes, Emotional Triggers, and Believability

Today we take a deep dive into the part of copywriting that people talk about all the time. And even though people talk about this all the time, most of them don’t really understand it. That is, psychology. Not the kind of psychology you experience in a therapist’s office—although there’s a little bit of overlap. Not what you’ll find in brightly colored grid of buyer personas. Not mindset. No, we’re talking about the psychology that has to do with how people really behave. What actually makes them respond. This is the kind of psychology that proves out over and over again, through unforgiving tests in the marketplace. We’ll call it “copywriting psychology.” It’s the psychology behind copy that converts. And here’s the thing: It’s not always polite. It may not even be pleasant. And sometimes, it’s offensive to the way people look at the world. But copywriting psychology is not trying to win a popularity contest. Instead, it’s trying to answer a very serious, and sometimes uncomfortable, question. That is: Does it convert? Remember, we’re talking about persuasion in the wild here. After all, when they’re looking at your copy, your prospects aren’t really sitting in a focus group, ponderously exploring their feelings and trying to express them so as to look good in front of others. Here’s what your prospects are really doing: They’re scrolling through emails… half-watching TikTok videos… and trying to remember where they left their debit card. Copywriting psychology doesn’t rely on a theory or a particular set of beliefs. It relies on observed and measured behavior. Therefore, to get really good at this, you learn not to listen so much to what people say… but to pay very close attention to what they do. When I mentor clients, a large part of what we do ends up coming from developing an almost sixth sense for copywriting psychology. What we’ll do here today is a crash course to help you move to the next level in this important set of copywriting tools. So, a couple of resources for you if you really want to get copywriting psychology under your belt. If you are a working copywriter with at least two years’ experience and in the six figure level of income, you should consider applying for mentoring with me. I don’t work with beginners, but if you have a successful business and you write copy, or you have a strong freelance copywriting business, check out my mentoring. It’s a serious one-year program and it can easily take you to the next level. It’s expensive, but clients find again and again that it more than pays for itself. In fact, some of them, who run 9 figure businesses, have stayed with me for years. And some freelance copywriters have as well. Now, what we talked about today is just a small part of the copywriting psychology we cover during the year, because most of it comes up when we go over projects and promotions you’re actively working on. You can find out more, including the application, at https://garfinkelcoaching.com The second resource is for everyone and I can’t recommend it highly enough, even though I wrote it. This week I got two messages from clients who were bragging they got someone else to get the book. Why? Because the information in it can really make a big difference in your copy and in your business. And I haven’t seen the same information anywhere else. Of course I’m talking about The Persuasion Story Code. It’s on Amazon and here’s the link: https://www.amazon.com/dp/B0CFD2KXNQ
Download.