The 5 Psychological Levers You Need To Know as a Copywriter

You have a product, or at least the idea of a product. But you don’t know where to start, and you might even think that people won’t care about it and that you’ll sell nothing. I know the feeling, I’ve been there, done that.

Even a great product will not sell if it’s not packaged well. 

Packaging - in the case of a digital product - means marketing, copywriting.

In this article, we'll go into five key psychological levers that you can use to take your marketing to the level above the next level (which is very high). These levers are based on principles of human behavior and decision-making, and they can be applied to virtually any marketing channel or tactic. Whether you're crafting social media posts, designing product packaging, or writing sales copy, these levers can help you connect with your audience and drive better results for your business.

Remember: a product without marketing is a bird without wings. It won’t go far, plus it’s ugly.

Ok now let’s start.

1/ Keep it Simple and Straightforward

In marketing, less is often more. Consumers are bombarded with hundreds of marketing messages every day, and they don't have time to try to understand complex or confusing language. That's why it's important to keep your messaging simple and straightforward.

Research has shown that using plain, easy-to-understand language is more effective than using jargon or technical terms. When you use words that your audience is familiar with, they're more likely to understand and remember your message.

For example, let's say you're selling a weight loss program. Instead of using vague or abstract language like "achieve your ideal body," use specific, concrete numbers. "Lose 10 pounds in 30 days" or "Reduce body fat by 15%" are much more compelling than generic promises.

The same principle applies to other aspects of your marketing, like product descriptions, website copy, and even your brand name. Keep it simple, clear, and easy to understand, and you'll be more likely to connect with your target audience.

When you write your copy, try to always use the present tense, and speak directly to your audience. Use ‘You’ instead of ‘We’. Be careful of ‘I’ as it can be very powerful when it comes to storytelling but also a chore for your reader if you are not great at writing.

2/ Use Emotion and Imagination

While simplicity is important, it doesn't mean your marketing should be boring or lack emotion. In fact, emotion is one of the most powerful drivers of consumer behavior. When you can connect with your audience's emotions and imagination, you open the doors to their attention. Their REAL attention. Reality goes through our brains, and what we understand of it is a distorted fraction of the real thing. Take that into account when you write.

Imagination, bias, thoughts. Every word that your audience reads goes through the shredder in their brains. (Don’t cry about it, that’s how it is.) That’s why you need to use images, to make your potential clients move back into their imagination.

One effective way to do this is through storytelling. Instead of just listing the features and benefits of your product, tell a story that illustrates how it can improve your customers' lives. Paint a picture of the problems they're facing and show how your product can help them overcome those challenges.

Here’s an example. Let’s say I want to sell a digital copywriting course. I’ll not tell you that it’s the best, that after buying it you’ll be a pro and earn big bucks.

It’s all very foggy. What do you mean ‘big bucks’? How much? I’ll be a pro? What does that mean? Why is it the best?

It doesn’t hit the right spot.

Do you know the difference between a product that sells well and one that doesn’t?

Hope.

Look : ‘I’ve listened to a ton of copywriters and I’ve always been disappointed. They talk about psychological levers, rules to follow, checklists. But in the end of the day I feel like I’ve not learned anything new. Why? Because copywriting made with a ruler makes you go straight to the wall.

Selling is not a science but an art. That’s why after years of practice, I finally understood the ‘thing’ that makes a copy, sell, and I’m sharing it now with you. The ultimate copywriting course.’

Better right? What I’m using here is storytelling. ‘I’ve been there too, and now I’m helping you with what I learned, so you won’t do the same mistakes.’

I kept it short but I could have added examples of how great my life is since I became great at copywriting: Big companies pay me for advice (better than saying ‘I have money’), I’m always travelling (more relatable than having a sportscar).

3/ Spark Curiosity

We, as Humans, are naturally curious creatures. We're drawn to things that are new, different, and unexpected. As a marketer, you can use this curiosity to your advantage by creating a sense of intrigue and mystery around your products or brand.

Look at the success of blind boxes. People are ready the pay more to get less, just for the thrill of it. For the hope of a good deal.

For example, the streetwear brand Supreme has built a massive following by releasing limited-edition products in secret locations. Customers line up for hours to get their hands on these items, not knowing exactly what they'll find. The sense of scarcity and mystery creates a sense of desire and urgency.

But you aren’t Supreme, or the owner of a Gacha game (maybe you are, if it’s the case just pretend to tag along.).

So how can you use that desire for the unknown in marketing?

A good way is to use curiosity to get followers on your newsletter, or to sell a membership.

Curiosity is a great lever if you have a community. Tell your readers that they can get extra content, maybe even your best content by following or subscribing to your closed circle.

If it’s just about writing a copy, creating mystery can be done by being elusive.

Let’s go back to the example of selling a digital marketing course.

I’ll tell you that my way to teach is unique, almost esoteric. I’m using exercices to grow your intuition and through that you’ll get better at copywriting.

You sell something unique, secret.

Sounds exciting right? That’s why it sells.

4/ Be Relatable

As a small business, one of your biggest advantages is your ability to connect with your customers on a personal level. Unlike big, faceless corporations, you can show the human side of your brand and create a sense of authenticity and relatability.

To do this, focus on using a friendly, conversational tone in your marketing. Write like your talking to a friend, not a customer. Share your own experiences and challenges, and show how your products have helped you overcome them.

(Did you see? I made a mistake. I wrote ‘your’ instead of ‘you’re’. If you saw it great, remember to always proofread your copy. That kind of thing is a death penalty as a copywriter. No one wants to buy a product made by someone that can’t even write properly.

If you didn’t see it, you need to be even more careful. Use apps that can help you proofread, like Grammarly or ChatGPT, Claude… Ok, that being said, let’s go back.)

Let's say you sell a line of all-natural cleaning products. Instead of just talking about the ingredients and benefits, share your own story of why you started the company. Maybe you were frustrated with the harsh chemicals in traditional cleaning products and wanted to create a safer, more eco-friendly alternative. By sharing your personal motivations and values, you can create a stronger connection with your customers and make them feel like they're supporting a company they can believe in.

Another way to be relatable is by showing empathy and understanding for your customers needs and challenges. Don't just focus on selling your products, but on solving their problems and making their lives easier. If you sell baby products, acknowledge the challenges of new parenthood and offer helpful tips and resources. If you sell fitness equipment, share inspiring stories of real people who have used your products to transform their health and lives.

By being relatable and authentic, you can build trust and loyalty with your customers that goes beyond just a transactional relationship. They'll see you as a partner and ally in achieving their goals, and they'll be more likely to choose your brand over competitors.

Try also to be relatable through your style. Leave the corporate writing for corporation. Write as if you were communicating with a friend. Don’t be afraid to be a bit casual, to repeat some words here and there. We live in a time where AI is taking over when it comes to writing articles and copy. ‘Made By AI’ is the new ‘Made in China’. If you can show you aren’t using AI, it’s a big plus. Don’t stress over using too many comas, your sentences being too long or too short. Mistakes and quirks are becoming sexy.

5/ Create urgency and scarcity

Finally, one of the most powerful psychological levers in marketing is the fear of missing out, or FOMO. When people feel like they might lose out on something valuable or desirable, they're more likely to take action quickly.

As a small business selling digital products, you might think you can't create urgency or scarcity in the same way as a physical product. After all, you can't run out of inventory or limit the number of downloads. However, there are still ways to create a sense of urgency and exclusivity around your products.

One way to do this is by periodically removing products from your catalog. If you have an older course or ebook that you're planning to phase out, you can create a last-chance promotion around it. Let your customers know that this is their final opportunity to get access to this valuable content before it's gone forever. You can even offer a special discount or bonus to sweeten the deal.

But be clear about the reason, don’t get rid of it for the sake of it. Explain that the course is slightly not up to date, or that you’d like to add things to it. But all those reason have to be minor. It’s a great deal you’re making and your readers need to understand it.

Another way to create urgency is through time-limited promotions. For example, you could offer a 50% discount on your products for a limited time, or throw in a free bonus product for customers who purchase before a certain date. By creating a deadline, you make your readers act on their procrastination, which is either a big ally, or a terrible enemy for marketers.

You can also create scarcity by offering exclusive content or experiences to a limited number of customers. For example, you could create a high-end coaching program that's only available to a select group of clients, or offer a VIP membership that includes access to exclusive resources and events. By making your products or services feel rare and valuable, you can create a sense of desire and urgency that drives sales.

(This connects with the curiosity lever we saw earlier.)

End Words

I don’t like conclusions that just repeat what you just read, so I’ll give you a sentence that says it all instead. Deal?

‘Be yourself, and give to your readers what you, yourself, would like.’ Here it is.

You want honesty, good deals and to be understood? Your potential clients do too.

Copywriting doesn’t need a ton of psychological knowledge. I’ve read countless studies and I’ve always, ALWAYS been underwhelmed by the conclusions. It’s (almost) a waste of time.

The best way to learn copywriting is practice, again and again.

Use my advices, know a few psychological levers that are actually useful, and you’re good to go.

You need to understand you are ready to start, now, already.

You’re MUCH better than yesterday and tomorrow you’ll be even better. But only if you practice.

Ok, now i’m done.