A lot of the time, customers believe they are making logical purchasing decisions. However, this is not usually the case. Emotions come into play a lot more than you would expect. This is why you’ll always see me talk about using different ways to trigger an emotional connection. You are more likely to get the outcome you’re looking for if you do.

Choose your words carefully, as they can have a major influence on how people feel and if they trust your brand enough to take action. So, understanding the psychology behind persuasive language can put you a step ahead of your competitors. I’m not talking about needing a full-blown psychology degree, just the basics! 

This will allow you to write copy that better connects with your audience, and here’s how:

Emotion Drives Action

I talk about this in the introduction, and it’s too important not to include first. Emotion is the main driver behind decision-making. When a customer takes a step along in the conversion journey, they will feel something. It could be excitement, confidence or even good old fear of missing out.

Social Proof For Certainty

People want to know they are part of something. So, using words that highlight shared experiences (or real results) reduces the barrier for many. Social proof is a great way to showcase that others have already chosen you, so it makes buying from you less uncertain. Add aspects like case studies, showcase your community or reviews from past customers.

Clarity Helps Engagement

You don’t want people to have to work to understand what you’re trying to say. If this is the case, they are more likely to disengage. Use simple and digestible information in short sentences with the type of language they already use. Structure your content properly as well, as this is another way to help people easily process your words.

Confidence = Competence

Want to show potential customers that you know what you’re doing? Well, avoiding hesitant language is a must because it weakens persuasion. I’m talking about words like “could”, “possibly” or “might”, as they can dilute your authority. Your copy should sound sure of itself (and you can do this without coming across as arrogant as well!).

Specificity For Credibility

Vague claims will get you absolutely nowhere these days. You should use specific language as it feels a lot more believable and is grounded in reality. Here, I’m talking about numbers, clear outcomes and concrete examples related to your brand. Doing this will help to reduce scepticism and build trust with your audience.

Scarcity Triggers Faster Decisions

It’s pretty safe to say that we’ve all been persuaded by something shrouded in scarcity (I know I have!). This could be scarcity in time, quality or overall availability. Triggering scarcity helps it become more valuable in the eyes of the customer. However, you need to be authentic about it; manufactured pressure will reduce trust levels in your brand.

If you’re ready to get more out of your words but don’t know where to start or don’t have the time, this is where I step in! I know a thing or two about words, and can help you choose the right ones to reach your goals. Get in touch to take the all-important first step 👣