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This is a pretty interesting article on the neuroeconomics and the universal language (and law) of selling more stuff.
I’m going to be totally honest with you – I’m not 100% sure if neuroeconomics is even a real word, or they made it up, by I like using it, and feel smarter already.
(sort of like neuroconfidence by content creation)
The truth is, I’ve always found that simple, single words can add, enhance and improve just about every sort of content campaign under the sun…and when it comes to copywriting, and conversion, the folks at Shopify have a ton of experience and expertise.
If you are creating content and care about conversion – YOU would be well suited checking out their NEW blog post…...Guaranteed to make you think twice about your copy. (and 100% Free to boot)
See what I did there? Sometimes my cleverness makes me blush. Not as much as saying neuroeconomics 3 times fast, but close.
Check out the full article at the link below the excerpt below – great blog (and ecommerce platform) overall too, well worth taking a look.
There are four secret weapons in the marketing copywriter’s arsenal that can have immense power. Four words have been defined by recent studies in behavioral economics, psychology and neuroeconomics to appeal to consumers primal instinct. These words powerfully engage consumers at a subconscious level and increase retailers chances of making a sale. Inject these 4 words into your marketing copy and ecommerce product descriptions to increase conversions:
It’s the most powerful word in the English language. For most marketers, It’s more influential than words like ‘money’ and ‘sex.’ Your customers want to feel like you’re talking to them directly and the word ‘you’ does that better than any other word.Whether we like to admit it or not, we’re all a bit egocentric. When promotional copy (or product descriptions / ads) focus directly on us, a powerful subconscious connection is created. Here’s an example of an online retailer who uses the word ‘you’ in their product descriptions to increase their conversion rate:
“The Epson ES1000 Ultra Portable Tabletop Projection Screen is the ultimate screen for mobile professionals. Whether you’re walking across town, commuting by car or flying to your next destination, this lightweight, compact screen is the perfect traveling partner for on-the-go presentations. When you’re ready to present, the Epson ES1000 Ultra Portable Tabletop Projection Screen’s unique one-piece design allows you to set up quickly and easily on any tabletop in less than 30 seconds.
It conveniently accommodates up to a 50″ (diagonal) image. When it’s time to shut down, the Epson ES1000 Ultra Portable Tabletop Projection Screen stores quickly and easily in just seconds.” (Source, TigerDirect)A form of the word ‘you’ appears 4 times in this clever marketing copy. Notice that the narrative is focused on how this portable projector makes the shopper’s life easier. It’s solving a problem that most prospects have.Take a look at all of your ecommerce product descriptions and make sure you’re addressing your prospects directly. Use words like “you,” “your,” and all similar forms to make a connection with your customers and potentially increase sales.
When you see the word ‘new’ you subconsciously think improved, exciting, and I want. According to several behavioral psychology studies, new products, novel solutions, and a sense of adventure draw shoppers to products with the ‘new’ label.Take a look at how Apple describes the iPhone 5’s design. It’s a new design, with new technology, for their new iPhone. Seems excessive when pointed out but it works. Dr. Bianca Wittmann is a cognitive neuroscientist who studies how copywriters use language to influence shoppers.