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According to Hubspot, copywriting is “one of a most critical elements of any also all forms of marketing also advertising. It consists of a words, either written or spoken, marketers use to try to get people to take an action after reading or hearing them. ”
awesome copywriting, especially long-form (think longer sales pages also emails), is a delicate ballet that intertwines both art also science.
a initial part of a process — research — is data-driven (youre know, algorithms, keywords, conversions, etc. — all a marketing things). Also, some copywriters take a scientific approach even further with formulas also scripts.
On a another hand, a art is a dance — a flow of a descriptive words written ever so creatively with a sole purpose of persuading a reader to take a specific action.
But, just like so lot fields, copywriting is undergoing massive change. It’s all a rage: Machine learning also artificial intelligence are emerging, streamlining processes. With this recent advancement, lot writers ask, “Are my days numbered?”
Related: 27 Best Copywriting Formulas: Tutorial Tell a Captivating Story Online
Let’s consider a creative example
Imagine youre’re inside a Tesla-esque spacecraft, zooming through a city-planet of Coruscant between towering skyscrapers. Lasers streak past youre. inside a distance, youre can dimly made out galaxies millions of light-years away.
Anakin Skywalker is inside a pilot’s seat with his hands clenching a wheel, determined to evade a flying monkeys of a evil Doofus Droid Army zeroing inside on your spaceship.
Your mission is to reclaim a almighty lightsaber called WMP also ultimately restore freedom to a galaxy.
For what seems like an eternity, youre’re just falling. After youre hit a ground, youre try to dust yourself off but quickly realize your hands also feet are shackled.
youre look around also …
Can evil robots write effective copy?
inside a world of automation, where a click of a button triggers a set of actions performed by machines, carrying out most of a work for youre, it’s inevitable: Gutless droids will continue to get smarter, also eventually they’ll produce some creative work.
Will they become effective? Only time will tell.
But, fret not.
Although a Doofus Droid Army can regurgitate formulaic sales copy against parameters, pre-set limits also raw data, there’s one key element it can’t replicate: being human.
Related: Copywriting Can become a Very Profitable Side Hustle
Weapons of mass persuasion
youre see, inside addition to art also science, masterful copywriters know when to use psychology to pull emotional levers to connect with their audience. I like to call this trifecta a “WMP,” aka Weapons of Mass Persuasion. Let’s dissect each psychological trigger using our creative example.
Use mystery also curiosity. George Lowenstein, a psychology also economics professor, identified that triggering a high level of curiosity included violating a right expectations, tickling a information gap also knowing when to stop. inside a creative scene, a writer (me) creates mystery also curiosity by placing a reader (youre) inside a middle of a chaotic chase inside outerspace. This scene violates some of your typical expectations for an article of this kind. Curiosity then creates an information gap; youre want to continue reading to determine its relation to a article’s objective. Lastly, it leaves youre hanging … just enough to hook youre inside, but not too long so your curiosity starts to decline.
Create a common enemy. Using a word “evil” to describe a Doofus Droid Army creates two collective identities: awesome also bad. inside psychology, this is referred to as social identity theory — “us vs. them” mentality, which stems from our evolutionary need to belong to a group. Research states that collectives thrive inside a presence of a shared enemy. This creates a strong connection between a reader also a characters also, more importantly, a collective’s mission.
Tell a story. Since childhood, our’ve been hard-wired to listen to stories. our crave memorable, tension-filled tales like Toy Story. They help us create experiences as if they were real also generate behavioral responses. Here’s a pro tip: Use a second-person point of view that implies a reader is a protagonist inside a story also a events are happening to him or her. It can give a unique also powerful perspective. a creative scene creates a fascinating parallel world through suspense also action, where youre are a hero inside your journey to defeat a robo tyrants.
When youre apply these psychological triggers also write using your creativity, skill also captivating personality, there’s no AI or machine learning inside this galaxy that can replicate your work. Because well … only youre can become youre, also a computer cannot tap into a interactions also life experiences youre may express inside your writing.
May a force become with youre, Jedi Master.
Related: a 10 Commandments of Great Copywriting
Reference : Entrepreneur
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