Joe Sugarman nails the essence of the written word’s power in marketing: “A mental process … for the purpose of selling.”
I’ll shorten it: “mental … selling” – getting inside users’ heads to turn them into leads and motivate them to take an action.
As content marketers, your tool to accomplish that is engaging and persuasive language. Using words, you use your art to influence your audience’s minds and help you get results.
What is neuro copywriting?
Neuro copywriting is the process of crafting a marketing text to appeal to human psychology, thus influencing engagement and motivation to learn more and purchase.
It refers to mental hacks included in your content to compel the audience to act. The addition of tiny elements – odd numbers, particular words, formatting tricks – hook users and make them stay with you.
Neuro copywriting has nothing to do with manipulation. While it can relate to natural-language processing communication techniques like anchoring and mirroring, it’s more about the application of concrete, actionable writing techniques. Let’s look at seven ways to do this.
Use 2 numbers in headings
Add beneficial adjectives
Format headlines as quotes
Use the Socratic method
Write with power and sensory words
Consider negative language