How To Increase Response Without Changing A Word In Your Copy

If you have been studying web copywriting and comprehend a tiny amount of psychology, you’ll without a doubt know of the term "cognitive dissonance".

It is a somewhat new thought, but one that maintains extreme importance to marketers such as you and I.

Cognitive dissonance resembles a mighty weapon, it can rescue a failing promotion attempt if utilized correctly, but it is also able to obliterate it if utilized mistakenly.

What is cognitive dissonance?

Straightforwardly, it is what you face when there are 2 contradictory thoughts in your brain. It’ll drive you nuts if it weren’t for your mind’s stealthy skill called self-justification that is unconsciously activated when cognitive dissonance strikes.

Here’s a usual case in point, let’s suppose you have two contradictory thoughts:

1. Smoking gives you lung cancer, so it is unhealthy for you.

2. You consume 2 packs in 24 hours.

So your brain comes up with self justification such as:

1. Smoking causes me to unwind. Stress is also a popular killer.

2. Smoking limit my craving. Obesity creates heart problems.

So how do you take advantage of this human "weakness"?

One of the most effective technique is to toy with people’s expectations. Did you know that many research have revealed, that people’s expectations influence what they’re going to experience?

The explanation for this is naturally, cognitive dissonance. The thoughts:

1. I’m a smart, prudent individual and I anticipate something to be lovely/horrible.

and

2. I was incorrect about my expectation.

… are contradictory. You put an end to it it by…. deceiving yourself that it’s in truth lovely/horrible.

And get this: Expectations are acquired in a fraction of a second. You develop your first impression… then you rapidly develop expectations based on it.

So here is the problem: What type of impression - and therefore expectation - does prospects develop when they arrive at your website?

A bad website can instantaneously lower expectation - that leads to second-rate experience - though you didn’t alter the real merchandise.

Can you see where I am going? I’m telling you there’s another part that is more important than the headline in a sales copy… Guess what?

It is the feel of your website in general. It is your website’s appearance. Here’s what you are able to do to instantaneously raise expectations: appear professional!

1. Use compelling graphics.

2. Plan your website so that it is simple to navigate.

3. Modify your site modestly, even if it only displaying your logo.

4. Do not use ridiculous color scheme like black background and red letters.

Can you come up with additional techniques to raise expectations?

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Tagged as: copywriting tips, increase conversions, increase response, strategic copywriting, web copywriting tips