Copywriting Technique: I love to achieve results. It is a sweet sensation of delight that overwhelms me with realizing that the right approach has been chosen and the invested time and effort has paid off. At such moments, self-esteem breaks through the ceiling, and unstoppable efficiency and enthusiasm awaken. And it’s insanely cool!
In a word, today, I am as happy as an elephant, and for joy, I want to share with you one of my secret and incredibly powerful copywriting techniques. I call it to mine not because I invented it, but because I actively use it, and with its help, I got a good conversion. I pulled it to the last, thinking whether to include it in blog materials or not.
Still, Talleyrand said correctly in his time: “Beware of the first impulse of feelings; it is too noble.” But while I am overwhelmed with emotions, I, nevertheless, will share this copywriting technique with you. It is possible that when the impulse of feelings passes, I will delete this post, so if you are reading it, you are fortunate because I have not seen more information on this copywriting technique on the Internet.
The Two Most Important Systems Of Human Perception
Enough intrigue. Today we need to parse a relatively large amount of information, so sit back; we’re getting started!
Our brain is a powerful computing system. Information in this system is transmitted in electrical impulses, sequentially passing from one part of the brain to another. We are currently interested in two such divisions: the limbic system and the sound system.
This system is responsible for abstract perception and psychosomatic reactions. In other words, she is responsible for feelings. For example, if I tell you now: “Imagine that you take a sharp knife in your right hand and a ripe lemon in your left. You cut the lemon in half and then cut a thin slice from the half where the two seeds are stuck. You pick out the bones with the sharpened end of your knife and cut the slice in half. Then you take one half and put it on your tongue.”
After reading this text, your brain has drawn a picture of what is happening in your imagination. And if your tongue is well developed, then you even felt how the receptors of your tongue tightened, as if you were about to put a slice of lemon on it. With a powerful imagination, you can feel the sour taste on your tongue and wrinkle slightly.
This is the result of the work of the limbic system: you imagined what was happening and felt the present as if it were in reality. Great, isn’t it?
This part of the brain is responsible for logical thinking. If you ask a simple problem: “How much is 2 + 2: 2,” then the rational department will give the solution.
Electrical impulses, passing through the brain cells (these cells are called neurons, and the connections between them – neural connections), first pass through the limbic system and only then are processed by the rational department.
You may ask: “So what?” Here’s what. Based on this sequence of perceptions, the conclusion follows: a person perceives everything that happens first at the level of emotions and only then at the level of logic.
In order not to go far, remember your reaction when, leaving the house, you suddenly remembered that you forgot to close the door or turn off something. Remember this feeling, when it is like scalding with boiling water, and the soul goes into your heels. And only then, when the rational center of the brain turns on, do you remember the details, reconstruct events from memory and become convinced. That everything is in order (or not in order, and you rush home at breakneck speed).
This feature of human nature, as a result, leads to impulse purchases, incomprehensible “I want this thing, but I don’t know why,” and so on. And it is this nature that explains why a person becomes numb under the influence of fear or loses control over himself in a state of passion.
The Very Secret WHY-Formula
The essence of the WHY formula boils down to the sequential activation of two human brain centers – first the limbic, then the rational. Thanks to this approach, the influence increases significantly, and you can very quickly create trust in a person who could initially treat us with skepticism.
See how this is done in practice. Here are two pieces of text that advertise mineral water.
Excerpt Of Advertising Text #1
This mineral water is crystal clear and contains a rich complex of minerals beneficial to the body.
Excerpt Of Advertising Text #2
We are convinced that the human body is a temple. And this temple needs to be filled only with crystal clear water. Therefore, we sell this particular water. It is crystal clear and contains a rich complex of minerals that are beneficial to the body.
Do you feel the difference? The second text looks much more convincing. And this is the merit of the WHY formula. Let’s take a closer look at this point.
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The Mechanism Of Action Of The WHY-Formula
In the first text, information is perceived only by the rational system of the brain. In the second case, you probably imagined either the human body or the temple using the limbic system.
But this is just the tip of the iceberg. Look further. With the expressed conviction, you either agree (that is, share the position of the author of the text, take one side with him) or disagree (than you, in general, are not his target audience). There is already a manipulation of behavior and perception.
When you share a belief, an emotional connection is created, and an essential credit of trust is developed, which becomes a decisive competitive advantage. Trust and dedication are the feelings that the WHY formula evokes. A similar bond arises when people begin to be friends against someone (a common enemy). Thanks to this phenomenon, the advertised mineral water looks more attractive to you than similar products from competing brands.
The WHY formula explains to the buyer why you are selling this particular mineral water and why he should choose it. By the way, the answer to the question “Why?” (from English, why translates as “why”) almost always activates the limbic system and in itself becomes a strong argument for choosing in your favor.
At one time, sociologists conducted an interesting study: there was a queue in the library for a photocopier, and a woman experimenter tried to skip the line. When she didn’t explain anything, she was allowed to pass only 60% of the time. But when she used the answer to the question “Why?” She was skipped 95% of the time. At the same time, the essence of the justification did not matter. The girl was admitted regardless of the arguments: both for “Let me pass, please, out of line because I have only five leaves” and for “Pass me, please, out of line, because I need it.”
When you activate the WHY formula, you divide your audience into two big camps: those who agree with you (in fact, your potential customers) and those who disagree with you (not the target audience). Those who agree with you become closer to you emotionally, which significantly simplifies your work and increases the conversion of your advertising message.
Another important point: when you influence a person on a rational level, he can answer you: “Yes, I understand you, I need to think.” When you act on an emotional level, such a reaction is excluded: the person is either with you or not. In other words, the WHY formula works at the level of behavior, not thinking, and this is its greatest strength.
Examples Of Using WHY-Formula as Copywriting Technique
The WHY formula can be used in two keys – positive and negative. In the first case, you express a thought shared by your customer, which causes him positive emotions.
- We are convinced that each dollar invested in advertising should pay off and bring maximum profit. Therefore, we launch an advertising campaign and guarantee the ultimate result from the invested funds.
- We are convinced that everyone has the right to financial freedom and prosperity, regardless of where they were born. Therefore, we have created this club, which welcomes everyone.
- We are convinced that every woman deserves to experience the joy and happiness of motherhood. Therefore, we have created this comprehensive pregnancy management program.
When we negatively talk about the WHY formula, we appeal to negative emotions and befriend the reader against a common enemy.
- We consider human trafficking unacceptable! Therefore, we have established a special fund that will finance activities to suppress the slave trade.
- We are convinced that tax money should go to the development of the state and not to the pockets of officials! Therefore, we have created a non-profit party, “All-Seeing Eye,” with the primary goal of fighting corruption!
- If not for Fedya Pupkin, the stock would not have collapsed, so we are raising the issue of excluding him from the board of directors.
This is about the explicit use of the formula. In addition, the form can be activated implicitly (partially). You have probably often met the so-called missions of the company. This is nothing more than the activation of the limbic system through the implicit WHY-formula.
- We create products for effective and pleasant collaboration of people every day.
- We do our best to prevent and suppress human trafficking.
- We create selling pages with a financial guarantee of the result.
In the last example, the implicit WHY formula is combined with the USP. Another advantage of this formula is that it can be easily integrated with triggers and marketing techniques, amplifying the effect.
When you answered the question “Why,” your answers to the question “How?” So what?” in the eyes of the reader will look more convincing and reliable. The main thing is that the person who perceives your WHY-insert thinks to himself: “But it’s true! I think so too!”.
Try to apply this formula in practice and evaluate the result. If you have time, write about the impact in the comments.
Yours sincerely, Devansh Pathak.