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Writing good sales copy and website content is a highly valued skill. People pay thousands of dollars to professional copywriters to compose compelling content that will persuade customers to part with their money, or choose one particular business to provide a service for them.
But in all honesty, constructing quality copy that attracts buyers, increases conversions, and persuades readers that they must have a particular product, does not require the writer to be a legendary wordsmith – all it takes is for the author to understand a few simple rules about social psychology and the principle of influence.
The Power of Positivism
People are subconsciously influenced by certain words. Psychological research has proven that when people are given a list of words that are associated with strong positive aspects, like ‘dynamic, incredible, influential, and powerful’ they will apply these concepts to any material that they read thereafter.
This is especially true if these terms are presented at the beginning of the material, though there is evidence to suggest that placing these positively charged words throughout content will also inspire readers to subconsciously attach a more optimistic outlook to whatever they read.
Words such as ‘maybe, should, might, and sort of’ are negative and suggest apprehension and a lack of assuredness. Using these words in copy tends to suggest that the writer does not believe in the power of the product, or service. Negative words can be used to provide a masked impartiality but should be carefully placed – they should never be used to start or end copy.
The idea is to drive readers towards optimism and force them into the right frame of mind. People act on initial impressions and tend to relate to the first influences they receive. If the first chapter of a book is tiresome and laborious, that is a book that is nearly always placed back on the shelf. Attention spans are fleeting and there is a small window in which to send out the right signals.
Words contained at the beginning of copy can subconsciously influence how the rest of the content is received. If these are positive terms, readers will likely continue projecting these values onto whatever product, or service, they are reading about – without ever realizing they are being subconsciously impartial.
Readers will even go as far as manipulating the rest of the copy to fit their initial impressions. People like to think they know best and most will go out of their way to blindly ignore any content that does not fit their initial perception of a product, or service – a perception that has been heavily influenced by the inclusion of positive wording at the start of the copy.
Put the reader in a positive frame of mind right from the start. There is no need to over-hype and hard sell – positive thinking can be initiated without the use of obvious sales pitching. Simply mentioning a product, or service, in an encouraging and constructive manner will start the whole process.
By using positive words to influence the mindset of a reader, you can use the principle of influence to gently project a positive outlook in a person at a subconscious level.
Final Thought
Using positive influence, instead of over-the-top sales pitching or hype, will leave readers with the impression that they have come to a decision by themselves and this promotes satisfaction. Satisfied readers make happy customers.
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Copywriter is making a lot of money because one great sales copy can make up a lot of changes to the sales of the products. I always admire them about how they could write a long sales letter with very strong and influential keywords. Nice post!
@Mike – you are so right in what you say. The customer can’t resist and ends up making a purchase. The question that I would like answered is
Do the customers really use the products to it’s full potential?
Do they ever complain and ask for a refund?
The sales of the product or service will depend on how good your sales page is.
Never a truer word spoken, it all depends on the sales page.
Thanks for the post.
The power of positive words. People will always stick with what they believe good or bad, so yes, initial impression is key. Same as when you first meet someone.
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