Using Behavioural Economics for copy

1. ‘Social norms’ are now just table stakes

Every SaaS website shows a strip of client logos.
This tone of voice agency‘s website does the same. 😜
Used to mean something.
Now?
Just a point of parity.
A hygiene factor:
“You know Alphabet, John Lewis, and all these brands you respect?
They worked with us.
You can, too.”
But we know big companies now love trying out funky niche companies.
It’s not a proof of success.
(Though, 10x-ing a big corp’s content is.)
Included your social proof?
Great.
Move on.

2. “Here’s some advice you never asked for.  And it’s free.”

People who push you to use behavioural tricks in copy say:
Give them something for free, then they feel they owe you something.
Except, they won’t.
You’re bombarded by free advice.
Most of what’s given away is rubbish.
Instead of encouraging reciprocity, it encourages churn behaviour.
Here’s a test:
Does it hurt you, even just a little bit, if you give it away?
If not, it’s not worth anything to anyone else, either.

3. Politicians killed pre-commitment

Behavioural economists claim humans need a consistent self-image.
(Check out Cialdini, 2008 if you’re into this).
The problem is, we’re now live in an era of excuses.
People will sign up for your event.
They’ll put the date in their calendar.
They’ll believe they’re gonna turn up.
But come the hour, they believe more strongly in autonomy.
Pre-commitment can actually be a turn off for some people.

4. “Take the puppy for a walk. See if they like you.”

“Enter your postcode. See if we cover your area.”
“Welcome to the Wynn Las Vegas. Wow! You’re lucky. You got upgraded!”
“Here’s your ticket, with your name on it.”
Different ways of presenting a ‘personalised’ offer.
Except, your reader senses they haven’t really cost you anything.
They’re lightly customised. Not personalised.

So, what works better than tricks?

“Yes, but I still want me some sugar”

I get it.
Anytime I can see a quick win, I’ll take it.
So, I’m running a workshop on boosting conversion with behavioural economics.
All your peers will be there.
I’ve saved a seat for you.
Email me so you don’t miss out.
Geddit?
If you want to find out more, email me here and now.

“Relationships, not just responses”

We’re the language animal.
It’s language which builds engagement with customers.
When you’re trying to build something, language is the solution.
The fastest solution.
The cheapest solution.
The smartest solution.
Defining your own brand voice is important.
(Otherwise you’re building someone else’s brand for them.)
Building your brand voice is a creative act.
And like with all real creativity, no shortcuts have yet been discovered in brand voice.

But frameworks help you: you’ve got to know where you’re going.
Here’s the framework I used to help Alphabet’s moonshot factory.
It defined their own brand voice.
And helped them 10x their content.
With no add on costs.
We’ve used it with b2b, b2c, small and large companies.
Pre-launch. Start-up. Series A. Series B. Global corporation.
Tech, Edtech, fintech, luxury, skincare, gutcare.
It works.