The Psychology of Copywriting: Recent Episodes
Geoff Kullman
Discover the copywriting concepts and principles hidden inside the latest and best research within the fields of neuroscience, linguistics, and psychology. Join host Geoff Kullman every week to learn more about what’s happening in the brain of your clients and prospects as they read your copy. Yes, copywriting is an art… but it’s also a science!
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This might be my favorite copywriter site of all time.
persuasivepage.com
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Website: persuasivepage.com
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lizwilcox.com/
EMAIL STAIRCASE TRAINING :
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CONNECT WITH LIZ:
Website: lizwilcox.com
Instagram: @thelizwilcox
In this episode, we talk with PR-expert, Breanna Suden about how Public Relations (PR) and copywriting share a lot of overlap. In both worlds, we want to position our product in front of right audience and in the right way. Let's unpack it all with Breanna. Listen in...
What To Look For In This Episode:
- The importance of networking (even for introverts) and the POWER of LinkedIn
- How to start (and find) clients that have worked with big agencies but need the smaller, boutique approach you offer.
- How to get your first few clients
Resources:
- Suden PR website – sudenpr.com
- ACTION Email Bootcamp – ACTIONEmailBootcamp.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Episode Title: How To Use NLP to Drastically Improve the Power of Your Copy w/ Valerie Fischer
Neurolinguistic Programming (NLP) is a powerful tool to use to increase the effectiveness of your copywriting. Listen to my conversation with Valerie Fischer, former CMO-turned-entrepreneur. This is a conversation you do NOT want to miss. Plus... I give an update on the future of the podcast.
What To Look For In This Episode:
- Attention is currency... how to "pattern interrupt"??
- Why you need to offer dopamine rewards for readers/prospects
- The power of "assumptive phrasing"
Resources:
- Valerie Fischer website (correct link) – valeriepfischer.net
- VIP Day info – geoffkullman.com/vip-2day
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Connect With Austin:
Jarvis website – jarvis.ai
Email – austin@javis.ai
Jarvis FREE Trial jarvis.ai/free-trial
Austin's Instagram: instagram.com/austindistel
Lisa McGuire is a business growth strategist, storyteller, podcaster, and award-winning communicator. Lisa’s love for knowledge led her to start her career in education that eventually led her to become one of the founders of a startup that grew to $20M in revenue. When Lisa realized her gifts no longer fit into someone else’s script, she took the leap to launch her own business in 2018. Today, she helps coaches, consultants, and professional service providers differentiate by integrating who they are into their business through strategy and storytelling.
Connect With Lisa:
Lisa’s website – lisamcguire.com
Instagram – @iamlisamcguire
Linkedin https://www.linkedin.com/in/lisa-mcguire
Facebook: https://www.facebook.com/iamlisamcguire
Lisa’s podcast:
Your Passion, Purpose, & Personal Brand w/ Lisa McGuire
Lisa's resource:
The Essential Guide to Start Telling Your Story
Connect with Geoff:
Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
Mentioned In Episode:
- 6P Sequence Masterclass
- How To Stand Out In A Crowded Certified Market
*DOWNLOAD THE "BRAND ARCHETYPE GUIDE" NOW*
What IS a brand archetype? Why is it SO powerful? Are you MISSING out if you don’t use one?
Today, we’ll explore how three global brands – Amazon, Apple, and Facebook – utilize their brand archetype. More than that… what do we do if the archetype you create for a brand isn’t reflected in the perception that consumers have of the brand?
**Episode Article:** * “The meaning of a brand? An archetypal approach”
https://www.emerald.com/insight/content/doi/10.1108/REGE-02-2018-0029/full/pdf?title=the-meaning-of-a-brand-an-archetypal-approach
**Mentioned In Episode:**
- Submit A Question
- Download the Archetype Guide
Nikki Rausch has the unique ability to transform the misunderstood process of “selling”.
With 25+ years of experience selling to such prestigious organizations as The Bill & Melinda Gates Foundation, Hewlett-Packard, and NASA, Nikki shattered sales records in many industries, receiving multiple “top producer” awards along the way.
Today, entrepreneurs and small business owners from a wide range of disciplines hire Nikki to show them how to sell successfully and authentically, without being pushy or salesy.
An engaging and sought-after speaker, she shares the secrets of her sales success through illuminating keynote addresses and business-changing workshops. Her robust Sales Maven Society ignites game-changing outcomes for clients.
Nikki’s three popular books are available at Amazon. And her podcast, Sales Maven, can be found on your favorite podcast platform.
**Connect With Nikki:**
- facebook.com/yoursalesmaven
- instagram.com/your_sales_maven
-
linkedin.com/in/nicolerausch
Mentioned In Episode:
-
“Closing the Sale” Ebook – yoursalesmaven.com/copywriting
- Nikki's website – yoursalesmaven.com
**Connect with Geoff:** Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Chris Creed:
- Will events stay VIRTUAL or will LIVE events come back in full swing?
- How to take advantage of “demand hacking”
- Are webinars and summits still effective?
Resources mentioned in the conversation:
- Chris Creed’s website – chriscreed.net
- Schedule A Call w/ Chris - chriscreedcall.com
- Send Chris a DM on Instagram – click here
- How To Create Instant Demand For Your Virtual Event
Anticipation is NOT always a bad thing. In fact, when used properly, building anticipation and excitement can massively increase the experience of the customer. We’ll talk about how this applies to webinars and LIVE events, shipping delays, and the gap before customers experience RESULTS from the product.
Episode Article:
Anticipation and the Valuation of Delayed Consumption
https://www.cmu.edu/dietrich/sds/docs/loewenstein/AnticipationDelayed.pdf
Mentioned In Episode:
Apply for MASTERMIND Group (by Wednesday, November 10th)
https://forms.gle/5DV4R1BnYNvrpy1M7
Click here to join the INCEPTION Accelerator waiting list.
https://geoffkullman.com/accelerator
Connect with Geoff:
Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
This week on "In Conversation..." with guest John Hulen:
- The proper process to go from IDEA to INCOME
- Why we need to switch to a perspective of “learning” instead of “failing”
- How to tell a (business) story like Yoda instead of Luke
Resources mentioned in the conversation:
- John's website – thejohnhulen.com
- Relationships & Revenue Podcast – click here
- John’s Instagram – click here
Social Identity Theory (SIT) and Self-Categorization Theory (SCT) can have a massive impact on how well we understand our avatar and the direction we take in our copy decisions. This article reveals a new flavor (pun intended) to understanding just how powerful those social groups are – that our social identity alters how we experience reality.
Articles Mentioned In This Episode:
From Groups to Grits: Social Identity Shapes Evaluations of Food Pleasantness
https://www.sciencedirect.com/science/article/abs/pii/S0022103117304900
Homework:
Q &A episode – Got a question? Send it in!
https://geoffkullman.com/questions
Click here to join the INCEPTION Accelerator waiting list.
https://geoffkullman.com/accelerator
Connect with Geoff:
Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest David Oaks:
- The power and importance of Thank Yous (for nonprofits AND businesses)
- Why we need to speak to VISION instead of MISSION
- How to tell a story that connects with ONE customer/donor
Resources mentioned in the conversation:
- David’s website – www.wsdevelop.com
- Minor Touches & Major GIfts (podcast) – click here
- Writing Better Thank Yous (PDF) – click here
Stories appear to be even MORE important than previously thought. According to new research (released September 2021), narratives have the capability to sync the heart rates of the audience, regardless of their proximity, relationship, or when they interact with the story. Check it out…
**Articles Mentioned In This Episode:** * Conscious processing of narrative stimuli synchronizes heart rate between individuals
-
Storytelling Makes Hearts Beat As One
Homework:
-
Send DM – tell me your thoughts about the study
-
Q &A episode – Got a question? Send it in!
Click here to join the INCEPTION Accelerator waiting list.
**Connect with Geoff:** Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
**Subscribe To The Podcast Here:** Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Want to be on the podcast?
Go to geoffkullman.com/questions to submit your question and be on the show.
Today’s article looks at the idea made popular by Malcolm Gladwell – The 10,000 Hour Rule. To become an expert, this research explores what it takes *beyond* thousands of hours of practice to become a true *master* in a field of expertise. Turns out, it takes more than mere practice. Yes, practice is part of the mix… but practice alone doesn’t tell the entire story.
**Journal Article:**
The Role of Deliberate Practice in the Acquisition of Expert Performance.
https://mrbartonmaths.com/resourcesnew/8.%20Research/Explicit%20Instruction/Deliberate%20Practice.PDF
Ericsson, K. Anders; Krampe, Ralf T.; Tesch-Römer, Clemens (1993). The Role of Deliberate Practice in the Acquisition of Expert Performance, 100(3), 363–406.
Resources: * Join the INCEPTION Accelerator – geoffkullman.com/accelerator
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff: Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Katrina Kibben:
- The intersection between HR job posts and great copywriting
- How to ask better questions of our avatar (so we can inspire better answers)
- Why pronouns matters AND assumptions can be harmful
Resources mentioned in the conversation:
- Katrina's website – katrinakibben.com
- RESOURCE: Job Post Writing Workbook –click here
- RESOURCE: Pronoun Guide for HR – click here
In today’s episode – which concludes our INCEPTION Series – we discuss the feeling of imposter syndrome as copywriters. The study we dive into reveals how imposter syndrome in doctors and healthcare professionals negatively impacts their career trajectory. As copywriters, we may also experience imposter syndrome which can be a self-fulfilling prophecy that leads us to produce work of reduced quality. Listen in to hear my own experiences with imposter syndrome and my tips on how to overcome this feeling.
What To Look For In This Episode:
- 4 tips on how to overcome imposter syndrome.
- My personal experiences with imposter syndrome.
- How you can use the ACTION framework in your copy.
Journal Article:
“Rising to the Level of Your Incompetence”: What Physicians’ Self-Assessment of Their Performance Reveals About the Imposter Syndrome in Medicine.
https://journals.lww.com/academicmedicine/Fulltext/2018/05000/_Rising_to_the_Level_of_Your_Incompetence___What.41.aspx
LaDonna, K. A., Ginsburg, S., & Watling, C. (2018). "Rising to the Level of Your Incompetence": What Physicians' Self-Assessment of Their Performance Reveals About the Imposter Syndrome in Medicine. Academic medicine : journal of the Association of American Medical Colleges, 93(5), 763–768. https://doi.org/10.1097/ACM.0000000000002046
Resources:
- Sign-up for the Inception Training Webinar and download the Inception series Resources (FREE) – geoffkullman.com/inception
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Jacob McMillen:
- The strategy for ranking #1 on Google for the term “copywriter”
- How to fit “personal brand” work into your “client work” schedule
- Steps to finding your first (or next) client
Resources mentioned in the conversation:
- [BLOG POST] How To Become A Copywriter – jacobmcmillen.com/how-to-become-a-copywriter
- Jacob’s website – jacobmcmillen.com
- Write Bites podcast – jacobmcmillen.com/write-bites
Today’s study investigates how overconfidence impacts our perception. Researchers conduct five different experiments among undergraduate students to examine the relationship between confidence and accuracy. The findings reveal that we often overestimate our ability to make predictions and that there is no relationship between confidence and accuracy. Listen in to learn how we can write to our avatars when they are overconfident and when they are accurate.
What To Look For In This Episode:
- How to write to an overconfident avatar.
- Why it’s important to write to two avatars: the overconfident, and the more accurate avatar.
- Why you should be confident, but stay realistic.
Journal Article:
The overconfidence effect in social prediction.
https://www.researchgate.net/publication/20808447_The_Overconfidence_Effect_in_Social_Prediction
Dunning, D., Griffin, D. W., Milojkovic, J. D., & Ross, L. (1990). The overconfidence effect in social prediction. Journal of Personality and Social Psychology, 58(4), 568–581. https://doi.org/10.1037/0022-3514.58.4.568
Resources:
- Sign-up for the Inception Training Webinar and download the Inception series Resources (FREE) – geoffkullman.com/inception
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Bryan Collins:
- the unique method Roald Dahl used to capture an idea while stuck in traffic
- how to effectively get into (and out of) flow using a few simple tools
- why it's important to journal and "play" as a writer
Resources mentioned in the conversation:
- Flow State substack – flowstate.substack.com
- Bryan's books – becomeawritertoday.com/my-books
- Become A Writer Today podcast – podcast.becomeawritertoday.com
Today’s episode discusses the effectiveness of story and whether the genre of a story can alter the impact of our marketing approaches. In the study analyzed, researchers conducted three experiments to determine how fear stories and romance stories influenced the effectiveness of social proof and scarcity. The results from this study reveal the importance of building context and priming individuals before using social proof and scarcity tactics. Listen in to hear how these findings can be applied to your copy and how you can tell powerful stories effectively.
What To Look For In This Episode:
- How to effectively implement social proof and scarcity approaches.
- How to tell a cliffhanger story before showing social proof.
Journal Article:
Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2735890/pdf/nihms101563.pdf
Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. Journal of Marketing Research, 46(3), 384–395. https://doi.org/10.1509/jmkr.46.3.384
Resources:
- Sign-up for the INCEPTION Webinar and download the worksheets (FREE) – geoffkullman.com/inception
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Brad Smith:
- what are the "fundamentals" of SEO and content that remain unchanged over the past decade
- how to ensure we write well for both ROBOTS and REAL people
- tips for creating a copywriting portfolio that gets you hired (even by big agencies)
Resources mentioned in the conversation:
- Wordable – wordable.io
- Codeless (Content agency) – getcodeless.com
- uSERP (PR agency) – userp.io
Today’s episode focuses on a study that analyzed how choice and personal responsibility impacted individuals in a nursing home setting. Researchers formed an experiment group where individuals were given communication emphasizing their own responsibility and freedom and a control group where decisions were mainly made for them by the nursing home staff. The study concluded that priming individuals with responsibility and control led to greater happiness and improved well-being.
The results from this study revealed the impact choice and perceived control has on individuals’ moods and decision-making. Listen in to hear how you can give your prospects choices and control throughout your copy to lead to more sales
What To Look For In This Episode:
- Why you should offer choices to your clients.
- How you can use priming effectively in your copy to inspire clients to buy.
- How to answer the “so what?” and what to include in your copy.
Journal Article:
The effects of choice and enhanced personal responsibility for the aged: A field experiment in an institutional setting.
https://uploads-ssl.webflow.com/59faaf5b01b9500001e95457/5bc55fe136f9e490f13c75c4_Langer%20%26%20Rodin%201976.pdf
Langer, E. J., & Rodin, J. (1976). The effects of choice and enhanced personal responsibility for the aged: A field experiment in an institutional setting. Journal of Personality and Social Psychology, 34(2), 191–198. https://doi.org/10.1037/0022-3514.34.2.191
Resources:
- Download the Inception series Resources (FREE) – geoffkullman.com/inception
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
In today’s study researchers analyzed the impact of particular words on individuals’ behaviours, concluding that the word “valentine” and its association to love primed helpful behaviour by activating concepts of love and inducing a positive mood.
We know that priming words can influence individuals’ thoughts, but how can we as copywriters use them in our copy? Listen in to hear about the specific types of priming and the steps you can take to implement them – positive priming, semantic priming, repetition priming, perceptual priming, conceptual priming, masked priming... What does all of this mean?
What To Look For In This Episode:
- How does priming influence thoughts and even behaviours?
- 6 different types of priming
- How can we use priming effectively in our copy?
Journal Article:
Valentine Street promotes chivalrous helping
https://www.researchgate.net/publication/247396617_Valentine_Street_Promotes_Chivalrous_Helping
Lamy, L., Fischer-Lokou, J., & Guéguen, N. (2010). Valentine Street promotes chivalrous helping. Swiss Journal of Psychology / Schweizerische Zeitschrift für Psychologie / Revue Suisse de Psychologie, 69(3), 169–172. https://doi.org/10.1024/1421-0185/a000019
Resources:
- Download the Inception series Resources (FREE) – geoffkullman.com/inception
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Read To Lead Podcast:
https://www.readtoleadpodcast.com
Read To Lead Book:
https://readtoleadbook.com
Motivational interviewing (MI) is a therapy technique that involves empathy and listening to help people find internal motivation to make decisions that they already want and know they want.
Today’s episode focuses on a Canadian study that analyzed whether MI could improve vaccine coverage of infants. Researchers found that MI was effective in increasing vaccine intention by 15%. Additionally, infants whose mothers had participated in the MI session had 8% higher chance of having vaccine coverage than those in the control group. Listen in to find out what these results mean for us as copywriters and how you can incorporate MI into your copy.
What To Look For In This Episode:
- What is motivational interviewing?
- How to incorporate the OARS approach (open questions, affirmations, reflective listening, summarizing) in your copy.
- How to understand your clients and their existing desires.
Journal Article:
A postpartum vaccination promotion intervention using motivational interviewing techniques improves short-term vaccine coverage: PromoVac study.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6022497/pdf/12889_2018_Article_5724.pdf
Gagneur, A., Lemaître, T., Gosselin, V., Farrands, A., Carrier, N., Petit, G., Valiquette, L., & De Wals, P. (2018). A postpartum vaccination promotion intervention using motivational interviewing techniques improves short-term vaccine coverage: PromoVac study. BMC public health, 18(1), 811. https://doi.org/10.1186/s12889-018-5724-y
Resources:
- Download the Inception series Resources (FREE) – geoffkullman.com/inception
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Bob Gentle:
- building a personal brand is just ONE option (out of at least four)
- Bob's story of swimming into flooded buildings and saving lives (#superhero)
- the strengths and weaknesses of an introvert
Resources mentioned in the conversation:
- Bob’s Agency: AmplifyMe – amplifyme.agency
- Personal Brand Entrepreneur Show – click here
- The Personal Brand Business Success Blueprint
- My conversation on Bob’s podcast – click here
Today’s article focuses on 3 types of trust: deterrence-based trust, knowledge-based trust, and identification-based trust. The article reveals that trust and social capital are both a prerequisite to learning and that trust can determine the type of learning that happens. Trust and social capital are important for us as copywriters as we’re more likely to be vulnerable with one another. But, how can we write copy that builds trust and social capital at the same time? Listen to today’s episode to learn more.
What To Look For In This Episode:
- What is the relationship between trust and social capital?
- What is the role of trust and social capital in learning?
- 3 trust builders in copy: ability, benevolence, integrity.
Journal Article:
Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.948.4451&rep=rep1&type=pdf&fbclid=IwAR04Wo41zYXVi3a_tzxEcjYIkUS_774EtCHH4effbEiTELWK4yW2kRmQtjA
Gubbins, C., & MacCurtain, S. (2008). Understanding the Dynamics of Collective Learning: The Role of Trust and Social Capital. Advances in Developing Human Resources, 10(4), 578–599. https://doi.org/10.1177/1523422308320372
Resources:
- Register for my workshop – geoffkullman.com/workshop
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest DK Kim:
- why the "old school" of selling turns off prospects
- how to EDUCATE buyers while we SELL to them
- the SPIN selling method
Resources mentioned in the conversation:
- DK Kim website - newschoolofselling.com
- New School of Selling Podcast - click here
- SPIN Selling - Buy on Amazon
Today’s article touches on the commodity theory, which states that any commodity is valued only to the extent that it’s unavailable. This meta-analysis gathered a total of 41 studies and found that scarcity doesn’t always work or serve our audiences well. Additionally, scarcity is more effective when targeted at consumers with a higher than average “need for uniqueness”. Listen in to find out how you can refine your avatar and know if your audience has a high need for uniqueness.
What To Look For In This Episode:
- Scarcity is not always effective or predictable.
- How to know if your audience has a high need for uniqueness.
Journal Article:
Scarcity effects on value: A quantitative review of the commodity theory literature.
https://ecommons.cornell.edu/bitstream/handle/1813/71543/Lynn61_Scarcity_effects.pdf?sequence=1&isAllowed=y
Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43–57. https://doi.org/10.1002/mar.4220080105
Resources:
- Register for my workshop – geoffkullman.com/workshop
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
This week on "In Conversation..." with guest Dr. Eugene Choi:
- why we spend 70% of life in "survival" state
- how to activate our "executive" state superpowers
- why this marketers for copywriters (and the copy we write)
Resources mentioned in the conversation:
- destinyhacks.co
- The Neurohacking Podcast
- FREE Training: How To Activate Your Brain's Superpowers
Today’s article touches on how the human body responds in different ways when different types of disgust are observed. However, what does the feeling of disgust have to do with us as copywriters and marketers? Listen in to learn how we can use our clients’ emotions to serve rather than harm them and how we can alleviate negative emotions through our writing.
What To Look For In This Episode:
- If we want our messaging to be effective, it has to be affective.
- How we can properly use emotions in our copy to better our clients.
Journal Article:
Disgust: evolved function and structure
https://content.apa.org/record/2012-32341-001
Tybur, J. M., Lieberman, D., Kurzban, R., & DeScioli, P. (2013). Disgust: evolved function and structure. Psychological review, 120(1), 65–84. https://doi.org/10.1037/a0030778
Resources:
- Register for my workshop – geoffkullman.com/workshop
- "Are you making the mistake of using Bro-Marketing tactics in your B2B consulting business? If so, you need to stop... right now!" by Martin J. Williams - b2bmarketing.com
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Today’s article focuses on the key idea that how our brain encodes advertisements is more important than the advertisement itself. Researchers conducted two experiments using brain scanning technology and pharmacological treatments to examine how areas of the brain responsible for emotional response and cognition are activated when participants viewed video advertisements.
The conclusions from this study reveal that emotion precedes logic, but both are crucial parts in the response to advertising. As copywriters, we want to speak to our prospects’ emotions and minds. Tune in to find out how you can target both responses in your copy to drive sales.
**What To Look For In This Episode:** * The role of emotion and logic in purchasing behaviors.
- Two easy ways to use emotion in your copy.
-
How to speak to your prospects’ emotions and minds.
Journal Article:
Brands on the Brain: Neuro-Images of Advertising
https://www.researchgate.net/publication/227582799_Brands_on_the_Brain_Neuro-Images_of_Advertising
Ambler, T., Ioannides, A., Rose, S. (2000). Brands on the Brain: Neuro-Images of Advertising. Business Strategy Review 11(3), 17–30. https://doi.org/10.1111/1467-8616.00144
Resources: * Register for my workshop – geoffkullman.com/workshop
- How To Write Your Own 6-Figure Sales Page
- Brand Voice Template
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff: Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Robby Fowler is a branding and marketing strategist who helps high-integrity personal brands serve the socks off their ideal clients fueled by radical empathy. Robby believes too many personal brands pitch to everybody, get heard by nobody, and settle for anybody. Rather than relying on manipulative marketing hacks or fads, Robby teaches brands how to use Radical Empathy to gain clarity, grow impact, and give the right clients maximum value.
In this episode, Robby and Geoff talk about...
- How to build a personal brand with Radical Empathy
- What is a personal brand and why does it matter?
- How to make sure you're MEMORABLE as a personal brand
Join the Personal Brand Accelerator Workshop (August 28, 2021) @ geoffkullman.com/workshop
Resources:
- Robby Fowler
- Website - robbyf.com
- Instagram - @rfowler
- Podcast - The Brand ED Podcast
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
**JOIN COPYWRITING MADE SIMPLE (CMS)**
https://geoffkullman.com/cms-podcast
**Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.**
Connect with Geoff: Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
**BLOG POST:**
I used cold emails to 14x my freelance copywriting business. Here’s how. (Includes templates.)
https://copyhackers.com/2017/09/cold-emails/
LAURA’S FREEBIE:
2 Must-Have Cold Email Templates
https://lauralopuch.com/geoff
JOIN COPYWRITING MADE SIMPLE (CMS)
https://geoffkullman.com/cms-podcast
CONNECT WITH LAURA:
Twitter: @waitingtoberead
Instagram: @lauralopuch
**Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.**
Connect with Geoff: Instagram: @geoffkullman
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Copywriting Made Simple (Exclusive Discount Code)
geoffkullman.com/cms-podcast
Journal Article:
Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action.
https://web.mit.edu/curhan/www/docs/Articles/15341_Readings/Social_Cognition/Bargh_et_al_1996_Automaticity_of_social_behavior.pdf
Bargh, J. A., Chen, M., & Burrows, L. (1996). Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action. Journal of Personality and Social Psychology, 71(2), 230–244. https://doi.org/10.1037/0022-3514.71.2.230
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
What To Look For In This Episode:
- What does limited edition mean?
- Can add scarcity in your messaging benefit consumers?
- How to know your product AND your audience.
Journal Article:
Scarcity Message Effects on Consumption Behavior: Limited Edition Product Considerations.
https://www.researchgate.net/profile/Yong-Jae-Ko/publication/281672199_Scarcity_Message_Effects_on_Consumption_Behavior_Limited_Edition_Product_Considerations/links/5a81a4fcaca272721402f889/Scarcity-Message-Effects-on-Consumption-Behavior-Limited-Edition-Product-Considerations.pdf
Jang, W. E., Ko, Y. J., Morris, J. D., & Chang, Y. (2015). Scarcity Message Effects on Consumption Behavior: Limited Edition Product Considerations. Psychology and Marketing, 32(10), 989-1001. https://doi.org/10.1002/mar.20836
Resources:
- Let’s have a conversation on trauma-informed marketing (July 21 and 22) – geoffkullman.com/tim
- How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Is it okay to use scarcity in our marketing and scare our audience in order to increase sales? What if we stopped using tactics that induce stress and instead implemented the principles of trauma-informed care?
Today’s study focuses on what happens when consumers perceive scarcity. Researchers conducted FIVE experiments each with 2 groups: a scarcity group and a control group. The experiments revealed that perceived scarcity increases competitive behavior, causes fear, and even promotes selfish or pro-self behaviors at the expense of others.
What To Look For In This Episode: * Why you should stop relying on scarcity tactics in your marketing.
- The 5 principles of trauma-informed care.
-
How to implement trauma-informed marketing.
Journal Article:
On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior
https://www.researchgate.net/publication/282593430_On_the_Psychology_of_Scarcity_When_Reminders_of_Resource_Scarcity_Promote_Selfish_and_Generous_Behavior
Caroline Roux, Kelly Goldsmith, Andrea Bonezzi, On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior, Journal of Consumer Research, Volume 42, Issue 4, December 2015, Pages 615–631, https://doi.org/10.1093/jcr/ucv048
Resources: * Grab a free resource on my site to join my email list
- How To Write Your Own 6-Figure Sales Page
- Brand Voice Template
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff: Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
In today’s episode, Marissa Nehlsen and I discuss what it really means to live life rich. She shares her personal journey and how she got to where she is today. Listen in to learn more about topics such as how Marissa teaches others to live life rich (in all areas of life), how you can implement a millionaire mindset, and the importance of knowing the problem you can help others solve.
What To Look For In This Episode:
- We can live life rich in all areas of life, beyond finances.
- The “have to” vs. “get to” mindset.
- What problem do you solve for others?
Resources:
- Marissa Nehlsen – https://marissanehlsen.com/
-
- Live Life Rich Podcast – https://marissanehlsen.com/podcast/
- Download the Art of the Introduction for free – https://marissanehlsen.com/introductions/
- Grab a free resource on my site to be on my email list – geoffkullman.com/resources
- How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
We all remember March 2020, during the beginning of COVID-19, when everyone was hoarding toilet paper. With the many changes that came with the pandemic, we all needed to adapt to the situation, leading to several changes in consumer behavior. What can we as marketers learn from these behaviors?
Today’s articles analyzed consumer behavior during the pandemic, such as how individuals reacted, coped, and adapted to the new normal. The initial REACT phase during the beginning of the pandemic led to an 845% increase in consumer household spending and hoarding behavior. Do-it-yourself (DIY) projects became increasingly popular throughout the pandemic, consumer's views of brands changed, and even the way we consumed changed.
How can we as copywriters take these lessons to write powerful copy? With all of these traumatic events during the pandemic, it’s important to be trauma-informed and build trust with your clients.
What To Look For In This Episode:
- Changes in consumer behavior during COVID-19.
- How we can learn from the purchasing behavior of individuals during COVID-19.
- How to implement trauma-informed marketing.
Journal Article:
I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7241317/pdf/main.pdf
Kirk, C. P., & Rifkin, L. S. (2020). I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of business research, 117, 124–131. https://doi.org/10.1016/j.jbusres.2020.05.028
Resources:
- Register for the Personal Brand Accelerator workshop – geoffkullman.com/workshop
- Grab a free resource on my site to be on my email list – geoffkullman.com/resources
- How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
There’s a reason why diets fail; our self-control burns out and we can’t keep it up forever. As copywriters, is it possible that we can help our prospects use their own self-control to buy more?
The article discussed in today’s episode focuses on self-control and the simulation theory. Researchers analyzed two groups of participants’ self-control and ability to complete a simple task; one group was invited to imagine themselves in a scenario where self-control was involved and the other group was to read the scenario. The results revealed that taking the perspective of others depleted participants’ self-control and exhausted their mental capacity. Participants who were tasked with reading were inspired by the self-control demonstrated in the scenarios.
These research findings are relevant to us as copywriters in many ways but can be so easily manipulated. When we’re aiming to target our prospects’ self-control mechanisms, we must ensure we maintain integrity and that we truly believe in the product or service our clients offer. Similar to the findings of the article, we can also focus on providing our prospects with a target to chase or something to aspire to by speaking to the ‘after’ state of our prospects.
What To Look For In This Episode: * How to effectively use your prospects’ self-control as a tool in your copy.
- How to maintain integrity when targeting your prospects’ self-control.
-
Why you should speak to the ‘after’ state of your prospect.
Journal Article:
You wear me out: the vicarious depletion of self-control
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2714914/
Ackerman, J. M., Goldstein, N. J., Shapiro, J. R., & Bargh, J. A. (2009). You wear me out: the vicarious depletion of self-control. Psychological science, 20(3), 326–332. https://doi.org/10.1111/j.1467-9280.2009.02290.x
Resources: * Grab a free resource on my site to join my email list
- How To Write Your Own 6-Figure Sales Page
- Brand Voice Template
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff: Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
We know that there have been plenty of studies pointing to the negative effects of social media, but how can social media benefit us as copywriters?
Social comparison is a large part of social media, but it can also lead to inspiration. Today’s study focuses on the positive impacts of social media. The researchers of this study conducted a survey among participants who were frequent Instagram users. They found that there was a direct correlation between comparing ourselves to others (being envious) and being inspired. Additionally, the perspective we bring can also have a large impact; we can be inspired to try new things, explore new interests, or even change our minds.
As copywriters, we can improve our copy and be a positive presence in the world of social media if we educate ourselves and our clients on its positive and negative impacts. We also need to keep our client and platform in mind throughout our copy and focus on the aspirational identity of customers.
What To Look For In This Episode: * Educate yourself and your clients about the positives and negatives of social media.
- Be aware of the client and the platform you use as you write copy.
-
Aspirational identity: speak to the “after” state of your client.
Journal Article:
The Positive Side of Social Comparison on Social Network Sites: How Envy Can Drive Inspiration on Instagram.
https://www.researchgate.net/publication/326339296_The_Positive_Side_of_Social_Comparison_on_Social_Network_Sites_How_Envy_Can_Drive_Inspiration_on_Instagram
Meier, A., & Schäfer, S. (2018). Positive Side of Social Comparison on Social Network Sites: How Envy Can Drive Inspiration on Instagram. Cyberpsychology, behavior and social networking, 21(7), 411–417. https://doi.org/10.1089/cyber.2017.0708
Resources: * Virtual Speakers Success Summit
- How To Write Your Own 6-Figure Sales Page with Geoff Kullman
- Brand Voice Template
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff: Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
Stories allow us to create a world for our prospects "as we want it" to be (or as it "should" be). But there’s also an order we need our readers’ brains to release neurochemicals in? Without this order, the story’s impact can be negatively affected.
Today’s episode focuses on the neuroscience of narrative, specifically on an article that studies how neurochemicals are released during inspiring stories, public service announcements, and Superbowl advertisements. Dr. Paul Zak conducted three studies in order to analyze how cortisol and oxytocin, and other neurochemicals were released in participants and their impact on human behavior, attention, and engagement.
How can we ensure our copy grabs attention, elicits empathy, and induces pleasure?
When writing copy, it’s important to remember the three phases to your story: normal, explosion, and new normal.
What To Look For In This Episode:
- Always get attention first.
- Do your prework to build empathy and that connection
- Don’t try to be cute, clever, or funny without gaining attention and connection first.
Journal Article:
Why Inspiring Stories Make Us React: The Neuroscience of Narrative
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/pdf/cer-02-15.pdf
Zak P. J. (2015). Why inspiring stories make us react: the neuroscience of narrative. Cerebrum: the Dana forum on brain science, 2015, 2.
Resources:
- Virtual Speakers Success Summit – geoffkullman.com/vsss
- How To Write Your Own 6-Figure Sales Page – 6figuresalespage.com
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
Paul Klein is a business consultant and entrepreneur. He's also a pricing expert, specifically how pricing impacts brand positioning. Paul has consulted and worked with numerous national and international brands, including Target, Slack, UC Berkley, Cracker Barrel, Holiday Inn, KFC, and many, many more.
In today’s episode, Paul shares his tips on how you can improve your HOW you PRICE your offer. We discuss the benefits of offering your clients 3 price options rather than a single option, what to do when a client offers a counter-proposal, and many more tips from our own experiences. Listen in to learn about Paul’s techniques for pricing yourself based on what you’re worth, such as anchoring, single-page proposals, and his free pricing quiz.
What To Look For In This Episode:
- People pay for the outcomes you provide, not your time.
- Avoid conflict with your client by properly pricing yourself.
- Negotiate on terms, not on deliverables.
- The first sale is to yourself, you have to believe that you’re worth your price point.
Resources:
-
Paul Klein
- Website – https://www.paulklein.net/
- Podcast – https://www.paulklein.net/podcast.html
- Quiz – https://tinyurl.com/PaulKleinPricingQuiz
- Instagram – https://www.instagram.com/paulkleinTV/
-
Download the Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
CTAs (or Calls to Action) seem simple, but we're often leaving money on the table! Let's talk about WHY... and learn a few principles to keep in mind to make sure your CTAs are solid.
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Want to get on the Copywriting Templates Bundle waiting list (and get 25% off)? Go to geoffkullman.com/wait.
I'd love to hear from you! Send your comments or questions to podcast@geoffkullman.com
Writing headlines is hard! But chances are, you don't need fancy formulas or hours of stress. Just use these 2 tricks...
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Want to get on the Copywriting Templates Bundle waiting list (and get 25% off)? Go to geoffkullman.com/wait.
I'd love to hear from you! Send your comments or questions to podcast@geoffkullman.com
In this mini-episode, learn all about how to write better bullet points... including 3 quick formulas to use.
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Want to get on the Copywriting Templates Bundle waiting list (and get 25% off)? Go to geoffkullman.com/wait.
I'd love to hear from you! Send your comments or questions to podcast@geoffkullman.com
In this episode, I discuss the plans for the future of this podcast (don't worry, it's just a SHORT break) AND share some of the resources I'm working on for you.
Want to get on the Waiting List? Go to geoffkullman.com/wait.
I'd love to hear from you! Send your comments or questions to podcast@geoffkullman.com
We know social proof works and can be a powerful tool when used in marketing, but did you know that it’s not always enough? Today’s episode dives into an article that focuses on the self-categorization theory, how we as individuals categorize ourselves, and what groups we identify with.
To understand whether laughter was a response to social proof or the self-categorization theory, the researchers recruited university students to conduct experiments. The experiments found that participants laughed three times more when they believed laughter was coming from their in-group (other students from their university). These findings revealed that the response to laughter was not necessarily a thoughtless response. Instead, who was laughing was more important than the laughter itself.
What does laughing and self-categorization have to do with copywriting? Listen in to hear my top three takeaways for you as a copywriter or marketer: 1. Research is important, so be thorough and know your audience well. 2. Social proof is not always enough. 3. Niche down as much as possible.
What To Look For In This Episode:
- [00:01:02] "I Love Lucy" reference.
- [00:18:00] The importance of thorough research.
- [00:21:00] Is social proof enough?
- [00:23:20] Niche down and build your tribe.
Journal Article:
It’s not funny if they’re laughing”: Self-categorization, social influence, and responses to canned laughter.
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.615.7853&rep=rep1&type=pdf
Platow, M., Haslam, A., Both, A., Chew, I., Cuddon, M., Goharpey, N., Maurer, J., Rosini, S., Tsekouras, A., & Grace, D. (2005). It’s not funny if they’re laughing”: Self-categorization, social influence, and responses to canned laughter. Journal of Experimental Social Psychology, 41(5), 542-550. https://doi.org/10.1016/j.jesp.2004.09.005
Resources:
- "I Love Lucy" episode (S02E01) – youtu.be/NkQ58I53mjk
- Brand Voice Template – brandvoicetemplate.com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
We already know that what we write in our copy and how we write are important. The right words can influence people to change their minds or decisions. But how do the structure of our words and the patterns we use impact the effectiveness of our communication?
Today’s episode focuses on a well-known study that conducted multiple experiments to determine whether people base their decisions and behaviour on incoming information or if they act mindlessly without full awareness. When looking at small asks and requests, the researchers found that the semantics and the words used did not matter. It was the structure and pattern in the request that impacted subjects’ decisions. Ultimately, when the favour of the request was small, there was no statistical difference between providing placebic information and real information.
The findings from this study translate to three key takeaways for us as copywriters and marketers. First, the power of permission and the use of the word ‘because’. Second, the importance of following formulas; there is a point where words don't matter but the pattern and structure is what matters. Third, the difference between a request and a demand; people tend to respond better when being asked rather than being told. Listen in to find out why you should incorporate these takeaways in your copy.
What To Look For In This Episode:
- [00:15:10] Key findings from this study.
- [00:16:15] The power of permission.
- [00:19:45] The importance of following formulas.
- [00:21:15] Differences between a request and demand.
Journal Article:
The mindlessness of ostensibly thoughtful action: The role of "placebic" information in interpersonal interaction.
https://jamesclear.com/wp-content/uploads/2015/03/copy-machine-study-ellen-langer.pdf
Langer, E. J., Blank, A., & Chanowitz, B. (1978). The mindlessness of ostensibly thoughtful action: The role of "placebic" information in interpersonal interaction. Journal of Personality and Social Psychology, 36(6), 635–642. https://doi.org/10.1037/0022-3514.36.6.635
Resources:
- How To Write Your Own 6-Figure Sales Page – com
- Brand Voice Template – com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Kira Hug is the founder of The Copywriter Club podcast and community, as well as the copywriter behind some of the most successful launches online -- she’s worked for James Wedmore, Jasmine Star, and Rick Mulready. She also helps small business owners develop their personal brand through her Brand Living Room Framework.
In this episode, Kira speaks about how she teaches other brands and copywriters to stand out and determine their X-Factor. We dive into some steps to helping you find out what makes you different such as reflecting on your own experiences, learning what your client needs, and aligning the two to discover what you can do for your client. Kira shares with us how to find your niche, why it’s okay to not have a niche at first, the importance of collaboration rather than competition, and so many more useful tips.
What To Look For In This Episode:
- [00:16:00] The three steps in determining your X-Factor.
- [00:23:20] How frameworks can help you as a copywriter.
- [00:28:20] Why copywriters should be collaborating instead of competing.
- [00:30:00] Finding your niche.
Resources:
- Kira Hug
- Website – kirahug.com
- Instagram - instagram.com/kirazhug
- Join the Copywriter Club – thecopywriterclub.com
Get Your Ticket to The Copywriter Club (NOT) In Real Life (April 7-9, 2021).
thecopywriterclub.com/tccnirl-2021
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Mike Kim is a speaker and marketing strategist who specializes in brand strategy and copywriting. He has been hired by some of today’s most influential thought leader brands including John Maxwell, Donald Miller, Suzanne Evans, and Catalyst. For years he was the Chief Marketing Officer of a successful multi-million dollar company. Nowadays you’ll find him speaking at conferences, looking for the next great place to scuba dive, and sipping a glass of Macallan 15 — all while teaching everything he knows about branding, entrepreneurship, and life through his hit podcast, Brand You.
In this episode Mike shares his journey from working as a Chief Marketing Officer to pursuing his passion for copywriting. Mike and I discuss the importance of finding your identity above all else. We dive into how personal branding is all about you as an individual: your ideas, expertise, reputation, and personality. Mike shares with us his 3 V’s of brand identity (visual, verbal, and value) and their importance.
What To Look For In This Episode:
- [00:03:00] Mike’s journey from corporate to copywrite.
- [00:25:00] The 3 V’s of brand identity.
- [00:33:45] How to find your personal brand voice and own it.
- [00:45:20] Why being authentic is key.
- [00:48:00] The importance of thinking partners in gaining new perspectives.
Resources:
- Mike Kim
- Website – https://mikekim.com/
- Podcast – https://mikekim.com/show
- Instagram – http://instagram.com/mikekimtv
- 50 Email Subject Lines That Are Almost Impossible To Ignore – https://mikekim.com/50headlines
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Why does the human brain prefer certain images or experiences over others? How does this affect the copy we write?
Today’s episode focuses on an article which emphasizes that humans crave new information and stimuli. The authors discuss the ventral visual pathway (VVP) and its stages which each have different quantities of visual receptors; the further “down” the gradient, the more receptors. Both fMRIs and participant ratings are used to study the association between the visual stimuli and pleasure derived from the stimuli. Researchers found that areas associated with visual pleasure (higher gradient areas of the VVP) got bored over time after seeing the same visuals repeatedly.
We as copywriters think that the words we write are what sell. But the conclusions drawn from this study reminds us that design does matter. Listen in to learn about how design and copy work together and how you can make use of the copywriter’s gradient of trust.
What To Look For In This Episode:
- [00:05:39] Ventral visual pathway.
- [00:18:00] Why design does matter in building trust.
- [00:20:45] Tips on how to design your copy to be read.
- [00:25:10] Engage your reader’s brain in your copy.
Journal Article:
Perceptual Pleasure and the Brain: A novel theory explains why the brain craves information and seeks it through the senses.
https://www.americanscientist.org/article/perceptual-pleasure-and-the-brain
Biederman, I., & Vessel, E. (2006). Perceptual Pleasure and the Brain: A novel theory explains why the brain craves information and seeks it through the senses. American Scientist, 94(3), 247-253. Retrieved March 15, 2021, from http://www.jstor.org/stable/27858773
Resources:
- How To Write Your Own 6-Figure Sales Page – com
- Brand Voice Template – com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
How do you make changes in your copy when doing follow-up avatar research reveals new data?
You might remember the article we looked at in episode 3 which evaluated which of five different hotel towel reuse signs would lead to the highest rate of towel reuse. Today’s article is a follow-up study that analyzes why towel reuse rates were very low in general in the original study by replicating the study in Germany. The authors of this article conducted two studies and concluded that the different types of messaging had no effect on rates of towel reuse in hotels.
As copywriters, we need to recognize that the opportunity to adjust when new research leads us to new data is a good thing. This research helps you know your avatar better and gain that avatar advantage.
In this episode I highlight 4 steps that help you gain the avatar advantage:
- Deciding who you want to work with
- Designing your avatar including their demographics, goals, and values
- Defining your avatars motivations
- Declining those industries that you don’t want to work with
Listen in to find out how you can adjust your avatar to know them better than they know themselves.
What To Look For In This Episode:
- [00:16:15] How new research and data can help you as a copywriter.
- [00:16:45] Step 1: Decide.
- [00:19:35] Step 2: Design.
- [00:21:33] Step 3: Define.
- [00:23:04] Step 4: Decline.
Journal Article:
A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior.
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0104086
Bohner, G., & Schlüter, LE. (2014). A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior. PLOS ONE 9(8): e104086. https://doi.org/10.1371/journal.pone.0104086
Resources:
- How To Write Your Own 6-Figure Sales Page – com
- Brand Voice Template – com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Oxytocin: it’s a neurochemical that helps build trust and grow connections. The same hormone known as the “love hormone” which is released in your body in response to love, also affects how we write copy.
Today’s episode focuses on an article that analyzes the association between oxytocin and building trust. The authors aim to determine whether oxytocin levels would rise in response to a social signal of trust and if trustworthy behaviour would lead to increased oxytocin. After conducting 2 experiments among participants, it was found that when social signal of trust was removed, so were oxytocin responses and degree of trustworthiness.
How can you write copy that builds that same kind of trust with your clients? We’ll dive into 5 principles that will help you write to form connections with your audience; these will help you get that oxytocin released in your readers’ brains.
What To Look For In This Episode:
- [00:16:38] Write copy that’s about the reader, not about you.
- [00:19:10] How you can know your audience and why you should care.
- [00:24:20] Make your message consistent.
- [00:25:34] Make your message clear.
- [00:26:38] Don’t sell TOO much TOO soon.
Journal Article:
The neurobiology of trust.
https://neuroeconomicstudies.org/images/pdf-files/2004-2005/Trust-NYA.pdf
Zak, P. J., Kurzban, R., & Matzner, W. T. (2004). The neurobiology of trust. Annals of the New York Academy of Sciences, 1032, 224–227. https://doi.org/10.1196/annals.1314.025
Resources:
- How To Write Your Own 6-Figure Sales Page – com
- Brand Voice Template – com
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Mike Brennan is a Creator & Communicator, telling stories on pages & stages. His childhood dream was to be a cartoon (seriously!). When he realized that wasn’t possible, he became the next best thing – an artist. He loves sharing experiences and making connections through his art, and helping fellow frustrated artists and creatives establish a daily creative habit of their own.
In today’s episode, our guest Mike dives into how he uses creativity and how he found his own voice. He highlights the importance of understanding that habits create momentum and momentum brings change by explaining how you can set your own short-term goals and milestones to stay motivated. Having a space set aside for personal creativity can even translate to new ideas and benefit your client work. Listen in to find out why the value of passion projects is just as (if not more) valuable than return on investment.
What To Look For In This Episode:
- [00:04:00] Mike’s introduction: who he is and what he does.
- [00:13:00] How to understand your strengths and use them to the fullest.
- [00:26:00] The importance of personal habits and passion projects alongside clients and sales.
Resources:
- Mike Brennan
- Main Site: www.MikeBrennan.me
- Instagram: @mikebone https://www.instagram.com/mikebone/
- Podcast: www.CreativeChats.me
- Daily Creative Habit Facebook Group
- Graphic Design: MikeBrennanDesigns.com
- Mike’s Book: Infectious Art https://www.amazon.com/Infectious-Art-Pandemic-Culture-Portraits/dp/B08N9BC2QT
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
In today’s article, the authors analyzed sales pages using the 10 movements in Cheung’s move scheme and were able to identify patterns in sales pages. However, the article only touches on examples from one sales page as the focus is not to compare sales pages or frameworks, but to recognize the patterns among different successful sales pages. The authors instead revealed the patterns found in sales pages and emphasized the importance of following formulas in writing sales pages.
This article provides evidence that when writing sales copy we should never wing it. Find the formula that fits with your style, your voice, and how you write but never wing it. Copywriting is about being more than being an accurate speller and having great grammar, it's about learning to follow the frameworks and patterns that we know have been proven to work.
If you’re not sure how to write for transformation in your copy, join me in my FREE How To Write Your Own 6-Figure Sales Page webinar on February 20, 2021. This webinar is for you if you have any questions about your or your clients’ sales page. I’ll show you exactly how I write to turn prospects into paying customers. Sign up for FREE at www.6figuresalespage.com.
What To Look For In This Episode:
- [00:05:10] The definition of infopreneur.
- [00:19:00] The importance of noticing patterns in sales pages.
- [00:23:00] How you can learn about my 6P framework to write sales pages.
Journal Article:
Persuasive Elements in Online Direct Response Sales Letters
https://www.researchgate.net/publication/257717984_Persuasive_Elements_in_Online_Direct_Response_Sales_Letters
Mustafa, F., Rohayah, K., Ghazali, B., Zakaria, M., Habil, H. (2012). Persuasive Elements in Online Direct Response Sales Letters. Social and Behavioral Sciences 66(7), 391-401. https://doi.org/10.1016/j.sbspro.2012.11.282
Resources:
- How To Write Your Own 6-Figure Sales Page with Geoff Kullman www.6figuresalespage.com
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
You might already know that quality trumps quantity, but what exactly does it mean when applied to copywriting? Today’s episode dives deeper into the dilution effect and why it matters for us as copywriters and marketers.
Today’s study involves showing a list of side effects of a drug to two groups. Only the major side effects of the drug were shown to one group, while the control group was shown a list of major and minor side effects. When asked about the drug’s negative effects, the group that had seen both the major and minor side effects rated the risk of the drug significantly lower than the group that only saw the list of major side effects.
Our minds don't add pieces of information up, instead it averages the input, combining both strong and relevant information with weak and irrelevant info. As copywriters, by adding more information we often weaken the point we’re trying to make. When we combine strong and weak arguments, we end up diluting our strong points. Even when there are more strong points than weak points, the overall point is diluted and the individual or customer becomes less convinced of the purpose or value of the item or service. Listen in to learn more about the dilution effect (it can make or break your copy!).
If you’re not sure how to write for transformation in your copy, join me in my FREE How To Write Your Own 6-Figure Sales Page webinar on February 20, 2021. This webinar is for you if you have any questions about your or your clients’ sales page. I’ll show you exactly how I write to turn prospects into paying customers. Sign up for FREE at www.6figuresalespage.com.
What To Look For In This Episode:
- [00:16:05] The dilution effect only and how it impacts your copywriting.
- [00:18:00] Example pricing pages.
- [00:21:30] Where copywriters most often fall prey to the dilution effect.
- [00:22:00] My tips for writing a sales page.
Journal Article:
What if your arguments don’t add up?
https://www.ted.com/talks/niro_sivanathan_what_if_your_arguments_don_t_add_up?language=en
Sivanathan, N., & Kakkar, H. (2017). The unintended consequences of argument dilution in direct-to-consumer drug advertisements. Nature human behaviour, 1(11), 797–802. https://doi.org/10.1038/s41562-017-0223-1
https://lbsresearch.london.edu/id/eprint/889/1/Sivananthan%20Unintended%20consequences.pdf?fbclid=IwAR0dcYIGyNEToZxBFwDFehyJtlc4g2CxHf2uCe7DdamYda2XYyCYK5_DxGA
Resources:
- Alison Keeling [alisonkeeling.com]
- How To Write Your Own 6-Figure Sales Page with Geoff Kullman 6figuresalespage.com
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
How does the human brain adapt? What does this mean for our copy? Today’s study focuses on comparing the hippocampus of taxi drivers to a control group of non-taxi drivers. MRIs were given to both groups and the brain scans revealed a significant increase of grey matter in taxi drivers (specifically in the right and left hippocampus) in comparison to the control group. This study, for the first time, proved that growth of larger than average hippocampi was correlated with longer periods of time using that particular area in the brain.
We know that how memory works is complicated, so let’s apply that knowledge to our copy. First, figure out how to be known for the problem you solve. Second, make sure that the copy you write is known for the transformation it brings. Our brains have plasticity and they’re drawn to transformation, so show your prospects what the after state looks like.
If you’re not sure how to write for transformation in your copy, join me in my FREE How To Write Your Own 6-Figure Sales Page webinar on February 20, 2021. This webinar is for you if you have any questions about your or your clients’ sales page. I’ll show you exactly how I write to turn prospects into paying customers. Sign up for FREE at www.6figuresalespage.com.
What To Look For In This Episode:
- [00:11:10] Proving neuroplasticity.
- [00:15:00] How the brain stays efficient.
- [00:23:00] Localized neuroplasticity. What does it mean?
Journal Article:
Navigation-related structural change in the hippocampi of taxi drivers
https://www.researchgate.net/publication/12598624_Navigation-Related_Structural_Change_in_the_Hippocampi_of_Cab_Drivers
Maguire, E., Gadian, D., Johnsrude, I., Good, C., Ashburner, J., Frackowiak, R., & Frith, C. (2000). Proceedings of the National Academy of Sciences 97(8), 4398-4403. DOI: 10.1073/pnas.070039597
Resources:
- How To Write Your Own 6-Figure Sales Page with Geoff Kullman 6figuresalespage.com
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
It’s Q&A time on the podcast. I started this podcast to help copywriters be more successful, both in how you write AND in who you work with. One quick and easy way to do this is to share some of the best practices and principles I’ve learned on my own journey.
In this episode, I take a few of my favorite (or most repeated) questions in my inbox and give my thoughts.
Questions In This Episode:
-
I always seem to get stuck when it comes to writing to my email list. I surprisingly have a lot to say about the topics of remote work, living the digital nomad life, and giving tips for systemizing businesses BUT I always get stuck when I go to write my list. Do you have any tips or a framework for how to relationally write your email list? - Chelsea Brinkley
-
In episode 10 you had said that the identifiable character was the town. I disagree. I, as the audience, felt empathy for the townspeople. Wouldn’t you say it’s the people readers would feel connected to their story? - Melissa
-
Why do long sales pages work? I rarely read them because I'm "in the know" but hear copywriters encouraging long sales pages all the time. Are they really effective? - Human
ALSO… register for the How To Write A Six-Figure Sales Page webinar right now. This training is FREE. Go sign up now! https://zoom.us/webinar/register/WN_fX4z-RRHSVmZ_jvUvFlvUA
Resources:
- Chelsea Brinkley - www.chelseabrinkley.com
- Brand Voice Template - www.brandvoicetemplate.com
- Backlinko Templates - www.backlinko.com/templates
- Matthew Kimberley’s Delightful Emails - www.delightfulemails.com
Got a question you want me to answer on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
In today’s episode, Kris Levy and I discuss his love for wine and how he has combined it with his passion for marketing. He shares how the story behind wine is more important than the label – it attracts customers and elevates their experiences. We dive into the impacts of the current COVD-19 pandemic on wineries and how Kris hosts virtual happy hours to bring together wine lovers, winemakers, and wineries. Kris shares with us how building a community and strong connections helps you write better copy.
No matter what niche you’re in, Kris drops TONS of wisdom in this interview. You’re going to want to check it out!
Here are my seven takeaways:
- Have a great product, but also have a great story
- Mapping the customer journey is crucial in order to elevate the customer experience
- Shared experiences are possible… even virtually (and help build engagement + brand community)
- If your brand is small or new, create opportunities for engagement to grow your reputation
- Do things that don’t scale
- Prioritize the basics – list, lifestyle, and loyalty
- Use copy to project people towards their transformation
GUEST BIO: Kris is a veteran, winepreneur, wine lover, and world traveler (at least, in normal times). Kris specializes in helping wine brands build communities and relationships with their consumers. He also practices what he preaches with his own wine club, where he helps local wineries tell the story behind the wine during his monthly wine club member call.
Also, don’t forget to grab your spot at the Monetize Your Genius summit, where I’m leading 2 presentations. This summit is a MUST if you’re looking to leverage your expertise and monetize multiple streams of income!
What To Look For In This Episode:
- [00:06:55] How Kris’s love for wine came to be.
- [00:11:15] Strategies to replace in-person experiences and stories during the pandemic.
- [00:28:43] Mistakes that brands have made that we should AVOID.
- [00:34:50] One of the best ways to market yourself.
Resources:
- Kris Levy
- 5 Ways to Increase Wine Sales with Virtual Wine Events - https://kris-krislevy-co.ck.page/931f0aa910
- Join Wine Club - https://www.krislevy.co/wineclub
- Instagram- https://www.instagram.com/therealkrislevy/
- Monetize Your Genius Summit [geoffkullman.com/myg]
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Social proof is the idea that the behaviors of others influence our own actions and attitudes. Social proof creates that sense of FOMO (fear of missing out) and convinces people to do what the majority of those around them are doing. Did you know companies such as Groupon used social proof to increase their sales? In this episode, you’ll find out why social proof is powerful and how you can use it.
Today’s article focuses on Groupon and how the company sold coupons by knowing its consumers. The article found that larger discounts on coupons did not lead to more sales. Instead, social proof was such a predictable and reliable driver of sales that they could use it as a tool to predict sales with a high degree of accuracy.
Groupon knows that their “subscribers are not looking for the perfect deal, they’re looking for the perfect excuse to try something new”. Do you know your clients’ motivations? Data from today’s study shows us that sometimes, our ideal client gets caught up in social proof, regardless of their values and motivations. How do we as copywriters deal with this? As mentioned in previous episodes, it is important to know your ideal customer, but also to recognize that sometimes social proof gets in the way.
What To Look For In This Episode:
- [00:06:55] What today’s article revealed.
- [00:15:07] Why you should know your avatar but know it loosely.
- [00:16:45] How to use social proof in your copy.
Journal Article:
Value proposition and social proof in online deals: an exploratory study of Groupon.com
https://www.researchgate.net/publication/230015908_Value_proposition_and_social_proof_in_online_deals_An_exploratory_study_of_Grouponcom
Amblee, N., & Bui, T. (2012). Value proposition and social proof in online deals: an exploratory study of Groupon.com. ICEC '12. https://dl.acm.org/doi/10.1145/2346536.2346596
Resources:
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
As we begin a new year (and turn the page on an unusual one), what do we need to change in the way we write copy in order to have the most impact in 2021?
Resources:
- Brand Voice Template – brandvoicetemplate.com
Got a question you want me to answer on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
The boomerang effect is when your attempt at changing behavior has the opposite effect from the desired behavior. In other words, it’s when your tactic (in marketing campaigns or social experiments) backfires on you.
Today’s article discusses three factors (constructive, destructive, reconstructive) and how they impact the energy consumption of suburban residents on a day by day and long term basis. Through this experiment, researchers proved the true power of social norms and showcased the importance of being careful and cautious in messaging.
Did you know that our writing can backfire when we overreach and layer on information? As copywriters, we don’t want our writing to have a boomerang effect. We don’t want to cause people to hear what we write/say and take the opposite action. Listen in to learn how to counteract that boomerang effect.
Don’t forget to check out my 6P group coaching program, a 6 week group coaching cohort where you’ll learn the same email campaign that I write for my clients. Sign up today at www.6psequence.com.
What To Look For In This Episode:
- [00:03:42] Constructive, destructive, and reconstructive social norms
- [00:09:00] Example of how three factors impact behaviour.
- [00:24:00] How to know if, how, or when the boomerang effect might get triggered.
- [00:28:18] My 6P group coaching program and how to enrol.
Journal Article:
The constructive, destructive, and reconstructive power of social norms
https://www.jsmf.org/meetings/2008/july/social%20norms%20Cialdini.pdf
Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological science, 18(5), 429–434. https://doi.org/10.1111/j.1467-9280.2007.01917.x
Resources:
- Join the 6P Group Coaching Program [6psequence.com]
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
When you’re buying a product online, do you look at the reviews? What makes a review trustworthy? How do you decide whether or not you can trust strangers’ reviews?
The study in today’s episode is looking at the power in online reviews and how typos or incorrect spelling impact our trust in online strangers. The researchers look at 2 groups of reviewers: low trust individuals and high trust individuals. High trust individuals were found to blame typing mistakes on carelessness and focused on this more than they did on spelling mistakes.
The impact of typos on the copies we write can have a surprisingly horrible outcome. Typos on your post can destroy consumer trust. Listen in to hear about some of my top tips for writing to maintain your clients trust.
Don’t forget to check out my 6P group coaching program, a 6 week group coaching cohort where you’ll learn the same email campaign that I write for my clients. Sign up today at www.6psequence.com.
What To Look For In This Episode:
- [00:03:40] What do online reviews have to do with building trust?
- [00:16:00] 3 tips for avoiding reputation damage caused by something as simple typos.
- [00:24:28] My 6P group coaching program.
Journal Article:
To Err is human? How typographical and orthographical errors affect perceptions of online reviewers.
https://www.sciencedirect.com/science/article/abs/pii/S0747563217303205
Cox, D.S., Cox, J.G., & Cox, A.D. (2017). To Err is human? How typographical and orthographical errors affect perceptions of online reviewers. Comput. Hum. Behav., 75, 245-253.
Resources:
- Join the 6P Group Coaching Program [6psequence.com]
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
In today’s podcast we have our first guest! Duane Zingale.
Duane is a digital ad specialist, digital integrator, and founder of the digital marketing group Legacy Catalyst. His tagline is amazing: Duane loves tech so that you and I don't have to!
Duane’s mission is to get behind and support more than just a business… but to champion movements that will change the world one life at a time leaving a lasting legacy. He likes to say when you leave your digital footprint today, you start leaving your legacy for tomorrow.
In this conversation, Duane and I talk about digital empathy and creating connections in marketing. We look at how working with people creates a community and sends them an invitation to take a step in solving a simple problem to experience success.
We dive into Duane’s LISTEN framework and how to apply its principles: Locate, Invite, Survey, Teach, Empower, Nurture. As Duane says “your digital footprint today is your legacy tomorrow, go start marketing your movement”.
If you’ve downloaded any of the resources on my website, you might already know about the 6P group coaching program. Join me in 6 weeks of group coaching where you will see the exact email campaign I use with my own list, which will ultimately help you make money. Through a group coaching format, I’ll help you with writing email campaigns for yourself or your clients using my 6P sequence. Go to 6Psequence.com, find out what the 6 P’s are, and grab your spot in this program in the new year.
What To Look For In This Episode:
● [00:03:45] Introducing Duane Zingale. ● [00:07:18] Duane’s LISTEN framework. ● [00:13:05] My 6P group coaching program.
Resources:
● Visit Duane’s website [duanezingale.com] ● Check out Duane’s podcast [marketingyourmovement.com] ● Grab the LISTEN framework [duanezingale.com/listen] ● Join the 6P Group Coaching Program [6psequence.com] Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
The human brain is a fascinating and complex powerhouse organ responsible for so many of our daily functions. Today we’ll be diving into the brain and how it learns. But most importantly, as a copywriter, are you taking care of your brain?
In today’s article, the author points out the phrase “synapses that fire together, wire together” and tells us that this is not actually the entire picture. It turns out that learning is about a lot more than synapses firing together and that when synapses fire together they actually DO NOT wire together.
Listen in to find out why you should be taking care of your brain and how to make your clients’ copies memorable through key tips on writing:
- Write clearly and simply
- Write emotionally
- Write memorably
- Show customers why it matters
What To Look For In This Episode:
- [00:04:35] How the brain learns in unexpected ways.
- [00:10:11] What’s going on beyond synapses and neurons?
- [00:18:00] What does all of this mean for us as copywriters?
- [00:22:40] How to make our clients’ copies memorable.
Journal Article:
The Brain Learns in Unexpected Ways
https://www.scientificamerican.com/article/the-brain-learns-in-unexpected-ways/
Fields, R, D., (2020). The Brain Learns in Unexpected Ways. Scientific American 322(3), 74-79. doi:10.1038/scientificamerican0320-74
Resources:
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
The only thing that matters in a good story is what happens to the character. How does the main character respond to the events? How do the events change the character? We often assume the story is about the plot but it’s really about the protagonist that people connect with, not the events. You’ve got a story, tell it well.
Today’s episode dives into a linguistic perspective on how to use the best words to show the transformation of your character. In our brand stories, we need to take our readers from the before state into the desired after state. How do we transform someone in a few hundred words or less? How do we write the transformation in a way that draws in our readers so we go beyond just telling a story and we sell products? Listen to today’s episode to hear about the 3 easiest story types:
- Originstories
- Childhood stories
- Never again stories
It’s the transformation in stories that draws prospects in. Ask yourself: “What are the transformation moments that connect with my audience?” and “How can I take the motives and goals of my audience and work that into my story?”
What To Look For In This Episode:
- [00:07:10] Brief summary of The Edible Woman.
- [00:18:05] Example of an origin story.
- [00:20:50] Example of a childhood story.
- [00:25:22] Example of a “never again” story.
Journal Article:
The Taming Of Externals: A Linguistic Study Of Character Transformation In Margaret Atwood's The Edible Woman
https://journals.lib.unb.ca/index.php/SCL/article/view/7981/9038
Patterson, J. (1982). The Taming of Externals: A Linguistic Study Of Character Transformation in Margaret Atwood’s The Edible Woman. Studies in Canadian Literature, 7(2). Retrieved from https://journals.lib.unb.ca/index.php/SCL/article/view/7981
Resources:
- Brand Voice Template [brandvoicetemplate.com]
- Hiut Denim Company [hiutdenim.co.uk]
Shout out to Kindra Hall for the Normal → Explosion → New Normal framework
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
We now know that narrative transportation (when our prospective customers' brains are engaged in stories, we can get them to escape to realities that we have created) is important. But did you know that narrative transportation can be a double-edged sword?
Today’s research article suggests a more cautious approach of narrative transportation. Researchers studied how much or how little consumers were able to identify with characters in storytelling ads. The results of the study confirmed the hypothesis that storytelling ads do indeed create narrative transportation, but narrative transportation has a negative impact on character identification, unless the character is human. Narrative transportation is a double-edged sword. It’s a great tool if used properly, but if used poorly it has negative impacts.
What are the traits of human characters that will help to create a positive brand impact? Here’s how you can put in the work behind the scenes to figure this out:
- Download the Brand Voice Template below.
- Define your prospects’ internal motivations and their external goals.
- Turn motivation and goals into your identifiable character.
What To Look For In This Episode:
- [00:08:45] Why narrative transportation is a double edged sword.
- [00:09:10] Narrative transportation and its impact today.
- [00:17:00] Two questions to ask when creating your character.
- [00:21:50] Without aligned goals between our character and our consumers, the story is pointless.
Journal Article:
Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads
https://www.sciencedirect.com/science/article/abs/pii/S0167811617300915
Laurence Dessart, Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads, International Journal of Research in Marketing, Volume 35, Issue 2, 2018, Pages 289-304, ISSN 0167-8116,
https://doi.org/10.1016/j.ijresmar.2017.12.009.
Resources:
- Brand Voice Template [brandvoicetemplate.com]
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Oxytocin builds trust and strengthens connections. When people read stories, did you know their brain releases oxytocin and builds a connection with your brand story? You probably already have a brand story. But is it making your readers brains’ release oxytocin and cortisol? Is it keeping your readers engaged?
Today’s study analyzes different brand stories through the lens of their narrative structure, narrative archetype, heroic traits, moral values applied, and brand representation. Researchers identify 2 narrative structures: singular plot stories (aimed at the result of pleasure) and embedded plot stories (aimed at aligning values between the brand and consumer).
The results found that every brand story studied set the scene and brought readers back to reality at the end through flashing brand logos or tag lines. Most brand stories made the character play a heroic role while the brand played an assisting role and showcased testimonials and case studies.
Table A1. (Sanders & Van Krieken, 2018):
https://geoffkullman.com/wp-content/uploads/2020/11/image.jpg
How do you structure your brand story? Your story shouldn’t be about promoting products or services to customers, it should about establishing connections. This episode focuses on the 3 different levels that you should include in your brand story: object level, self-centred level, social-level.
What To Look For In This Episode:
- [00:15:00] 3 levels that should be included in your brand story.
- [00:17:44] How to understand story structures.
- [00:23:00] The key to YOUR story: the characters.
- [00:24:35] How do we tell a great story that positions the purchaser as the hero and the brand as the guide?
Journal Article:
Exploring Narrative Structure and Hero Enactment in Brand Stories.
https://www.frontiersin.org/articles/10.3389/fpsyg.2018.01645/full
Sanders, J., & Van Krieken, K. (2019). Exploring Narrative Structure and Hero Enactment in Brand Stories. Front. Psychol. https://doi.org/10.3389/fpsyg.2018.01645
Resources:
- Coca-Cola Ad [https://www.youtube.com/watch?v=VS429WfTd5w&feature=youtu.be&fbclid=IwAR0zF4T1fHNUDZEAL3QBncQu8Zt9yrapzIxmi7wOPNLlaRUd3Ey4Q_azIJo]
- Brand Voice Template [geoffkullman.com/brandvoice]
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
How can you use your brand story to take clients from where they are to where you want them to be? Today’s episode touches on the three elements of a brand story that studies have identified as responsible for improving brand perception.
In a study by Ryu et al., researchers identified the elements in a brand story which are responsible for:
- increasing narrative transportation
- improving brand perception
- facilitating the relationship between the above two points
They found plot, historical connections, and first person narrative to be the key elements that enhanced perceived brand image. Participants let their guard down when they were invited into brand stories rather than when they were left wondering about details.
Plot, history, and first person. We know they’re the three elements we need to include in our copywriting to lead our clients to “get lost” in our story. It helps us build our brand and shape our clients’ perception of our brand. By figuring things out, our readers and potential clients don’t need to do the heavy lifting, they can focus on getting lost in the story.
Listen to the full episode to find out how you can get your clients lost in your story.
What To Look For In This Episode:
- [00:11:28] Researchers found that narrative transportation does indeed massively enhance perceived brand image.
- [00:17:19] We’re not writing a novel, we have 30-90 seconds to invite clients into our story.
- [00:19:00] Remember, we’re trying to shrink the distance between where our prospects are and where we are.
- [00:19:45] Here’s the brand story that convinced me to buy a pair of $300 custom-made jeans!
Journal Article:
Effect Of A Brand Story Structure on Narrative Transportation and Perceived Brand Image of Luxury Hotels
http://qrjournal.com/articles/25.pdf
Ryu, K., Lehto, X., Gordon, S., & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management. 71, 348-363.
Resources:
- Hiut Denim Co. https://hiutdenim.co.uk/
- Brand Voice Template [geoffkullman.com/brandvoice]
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
In honour of Election Day in the United States, we’re diving into a study that analyzes how the brain’s reaction to political, non-political, and exaggerated statements affects us as copywriters. Not interested in politics? Don’t worry, we’ll be using the study’s findings to discover how WE as copywriters and marketers can BUILD TRUST instead of evoking negative emotions in our clients.
In this research study, participant brain activity was monitored through fMRIs while they read different types of statements. Researchers found that while reading these statements, participants’ brains treated unfamiliar or disagreeable statements as a threat to their identity which caused anxiety and triggered their fight or flight response (just like how a physical threat would!).
As copywriters, we know the 2 elements that help build overall brand trust: a consistent brand voice and brand story. If your brand story is unbelievable, your prospects are going to think that you’re off in la-la land. Even a hint of deception fires up the amygdala and destroys the existing trust you have with your clients. How can we make sure our brand voices and stories put our clients at ease?
Listen to the full episode to find out how consistency builds trust and trust builds sales!
What To Look For In This Episode:
- [00:11:50] The brain treats a challenging belief as a threat or harm to our body.
- [00:15:00] In our copy, we need to learn to alleviate any fear through implementing a consistent brand voice and brand story.
- [00:19:11] 3 things to keep in mind in your brand story if you want to keep your clients’ amygdalae from firing.
- [00:21:22] Your brand story and your origin story are not the same thing- your brand story is about your customers!
Journal Article:
Neural correlates of maintaining one’s political beliefs in the face of counterevidence
https://www.nature.com/articles/srep39589
Kaplan, J., Gimbel, S. & Harris, S. Neural correlates of maintaining one’s political beliefs in the face of counterevidence. Sci Rep 6, 39589 (2016). https://doi.org/10.1038/srep39589
Resources:
- Brand Voice Template [geoffkullman.com/brandvoice]
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Did you know… humans spend nearly half our waking hours daydreaming? In fact, your mind is probably wandering as you read these words and listening to this episode. So, how can you use mind-wandering to our advantage as copywriters?
In this episode’s article (linked below), researchers developed a novel method to survey individuals on their current activity and state of mind-wandering. Once they mapped out the results (figure 1), they discovered three major findings.
First, they found that mind wandering occurred in 46.9% of the sample population. Second, mind wandering was often the cause (not the consequence) of unhappiness. And third, that internal thoughts affected individuals’ moods more so than their external activities.
The shocking results of this study reveal the frequency of daydreaming in the human brain, including the brain of our prospects! If mind-wandering is somewhat inevitable, we as copywriters need solutions and strategies to make minds wander where we want them to.
Listen to the full episode to learn the important strategies we can use to overcome the “wandering mind” phenomenon.
What To Look For In This Episode:
- Three fundamentals to avoiding daydreaming and mind wandering in your readers.
- The top secret tip to keeping your readers engaged: leave them WONDERING, not WANDERING!
- The neuroscientific and evolutionary benefits of daydreaming.
- How to use the selfish nature of humans to your advantage in copywriting.
Journal Article:
A Wandering Mind Is an Unhappy Mind
https://science.sciencemag.org/content/330/6006/932.abstract
Killingsworth, M. A., and D. T. Gilbert. 2010. “A Wandering Mind Is an Unhappy Mind.” Science 330 (6006) (November 11): 932–932. doi:10.1126/science.1192439.
Resources:
- Reported happiness during activities [https://science.sciencemag.org/content/sci/330/6006/932/F1.large.jpg]
- Brand Voice Template [geoffkullman.com/brandvoice]
Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect with Geoff:
Instagram: instagram.com/geoffkullman
Twitter: twitter.com/geoffkullman
Inquiries: geoffkullman.com
Subscribe To The Podcast Here:
Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
It might seem an odd analogy, but let’s think of humans as Russian Nesting Dolls. That means that we all exist as one doll within another within another and so on.
The label that psychologists give to this simple idea is “multiple nested identities” where each of us holds many identities, but they are NOT entirely separate and unrelated. Instead, our multiple identities can fit inside each other.
In this episode’s article, researchers look at members of a community choir to learn more about their nested identities. While they expected to find a high degree of “volunteer” identity, instead they found almost none. Instead, the member’s participation in the choir was based almost entirely around an identity of “musical” or “lover of music.”
How often do we do the same thing as copywriters?
In scientific study, a wrong hypothesis is an acceptable part of the process. But in copywriting an inaccurate presumption of the target identity will cost our clients sales and clients. It’s a mistake we NEED to avoid… and if we do the work ahead of time, we CAN avoid.
Let’s talk about how…
Journal Article:
Exploring Nested Identities: Voluntary Membership, Social Category Identity, and Identification in a Community Choir
https://shareok.org/bitstream/handle/11244/25180/10.1177.0893318914524059.pdf
Meisenbach RJ, Kramer MW. Exploring Nested Identities: Voluntary Membership, Social Category Identity, and Identification in a Community Choir. Management Communication Quarterly. 2014;28(2):187-213. doi:10.1177/0893318914524059
Resources:
Brand Voice Template [linked to geoffkullman.com/brandvoice
Got a question you want me to answer on the podcast? Awesome! Send it to podcast@geoffkullman.com.
Connect w/ Geoff:
Instagram: @geoffkullman
Twitter: @geoffkullman
Inquiries: geoffkullman.com
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at emeraldcitypro.com
Have you ever decided to re-use your hotel towel because the little sign told you it would help save the environment?
In this episode, we dive into a study about those little hotel towel signs and how they impact behavior through the power of social norms. However, the results of the experiments are surprising and go against what common sense would seem to dictate.
Find out why... AND what we can learn about the importance of creating more complete customer avatars.
Journal Article:
A room with a viewpoint: Using social norms to motivate environmental conservation in hotels
https://academic.oup.com/jcr/article/35/3/472/1856257
Noah J. Goldstein, Robert B. Cialdini, Vladas Griskevicius, A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels, Journal of Consumer Research, Volume 35, Issue 3, October 2008, Pages 472–482, https://doi.org/10.1086/586910
Resources:
Brand Voice Template [linked to geoffkullman.com/brandvoice]
Got a question you want me to answer on the podcast? Awesome! Send it to podcast@geoffkullman.com.
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
You know stories can be a powerful “weapon” in your copywriting arsenal… but are you actually utilizing them to their fullest potential?
In this episode, we look at the story structure used by PSYOP (US military’s psychological operations division) to turn assets, reform terrorists, and alter behavior patterns. Even for selling our client’s widgets, their approach to storytelling has a lot to teach us.
You’ll learn the exact 8-part story structure developed and used by PSYOPs as well as what makes it so unique and persuasive. Here are the 8 elements to learn:
- Main Character
- Goal
- Antagonist
- Climax
- Resolution
- Motive
- Climax Character
- Residual Resolution Motive
Click here to view the model:
https://geoffkullman.com/wp-content/uploads/2020/09/IMG_0095-1.jpg
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
In this episode, we look at a study from the University of Finland to learn how the brain processes written language. Specifically, the authors reveal what types of words produce the most activity in the brain. Knowing these “high information gain” word patterns helps us to write more engaging, compelling, and higher-converting copy.
What are the three word-types that drive engagement in your emails, sales pages, or even blog posts…?
- Informative (not instructive)
- Specific (not broad), and
- Context-driven (but not necessarily context-specific)
When you inject your copywriting and marketing with informative, specific, and context-driven words, you cause your prospective customer’s brain to stay engaged… so they’ll be more likely to buy!
Journal Article:
Information gain modulates brain activity evoked by reading
https://www.nature.com/articles/s41598-020-63828-5
Kangassalo, L., Spapé, M., Ravaja, N. et al. Information gain modulates brain activity evoked by reading. Sci Rep 10, 7671 (2020). https://doi.org/10.1038/s41598-020-63828-5
Resources:
- Brand Voice template
- Send in a question to podcast@geoffkullman.com
Connect with Geoff:
geoffkullman.com [https://geoffkullman.com]
Instagram: @geoffkullman [https://instagram.com/geoffkullman]
Twitter: @geoffkullman [https://twitter.com/geoffkullman]
LinkedIn: @geoffkullman [https://linkedin.com/in/geoffkullman]
Inquiries: geoffkullman.com/services [https://geoffkullman.com/services]
EPISODE CREDITS:
If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.
He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world.
Find out more at https://emeraldcitypro.com
Discover the copywriting concepts and principles hidden inside the latest and best research within the fields of neuroscience, linguistics, and psychology. Join host Geoff Kullman every week to learn more about what’s happening in the brain of your clients and prospects as they read your copy. Yes, copywriting is an art… but it’s also a science!