1. Referencing Others: “N people are viewing this product”
At moments of choice, everyone tends to refer to others’ opinions or actions. When it’s hard to make a decision alone, seeing what others choose helps firm up one’s mind. Professor Robert Cialdini describes this phenomenon as ‘Social Proof’.
We often experience social proof in our daily lives. For example, when choosing a lunch menu, we often pick the same as our colleagues. In online shopping, the phrase “N people are viewing this product” naturally draws our interest to the item.
A securities service app uses the number ‘98,633’ to leverage social proof, creating an impression that many people trust the service, thus prompting users to set alerts. Another food commerce platform boosts credibility with the phrase ‘Even employees buy this product.’
- Best seller verified by N reviews
- Curious about the coupon N people received?
- Enter before others take it away!
2. Reducing Psychological Resistance: “Avoid action in CTA”
It’s important to lower psychological barriers to open the consumer’s mind. Instead of direct actions in CTA (Call to Action), emphasizing the ‘value’ that consumers can gain is more effective.
For example, instead of ‘Set Alert Now’, using ‘Curious about the gift?’ can lead to a higher click rate. The key is to reduce psychological resistance and indirectly show the benefits.
- Shop now → Explore
- Subscribe → Free trial for the first month
- Get coupon pack → Receive pocket money, gifts, and New Year’s money
3. Fun and Easy Like a Game: “Add small fun elements”
Giving benefits is good, but adding game elements that consumers find fun can provide a greater sense of achievement. For instance, ‘Special benefits if you win Rock-Paper-Scissors.’
A fashion commerce platform saw high engagement by using in-app messages with game elements for membership coupon distribution. A friend’s talk message using a balance game was also effective in reducing psychological barriers.
- Order Chinese food for the weekend! → [Jajangmyeon] VS [Jjamppong] What’s your choice?
- Get a coupon → Choose your favorite candy for a dessert discount coupon
4. Changing Comparison Targets: “Save here instead of spending”
Spending is inevitable from a consumer’s perspective. However, it is effective to convey that saving here is better than spending elsewhere. For example, using the phrase ‘Save on food expenses here.’
A bedding company emphasized the advantages of functional fabric bedding with the metaphor ‘Heating cost-saving item,’ implying that buying bedding leads to saving on heating costs.
- Click now and save N won!
- Save N won today compared to tomorrow
Conclusion
Copywriting is a crucial link to consumers. Effective copy doesn’t just introduce a product but moves the consumer’s heart. Using the methods of social proof, reducing psychological resistance, utilizing game elements, and changing comparison targets, increase your click rate and strengthen communication with consumers. Your CRM copywriting will lead to more clicks and purchases. I hope this article provides practical help to marketers.
References
- Robert Cialdini, “Influence: The Psychology of Persuasion”