024: How (And Why) To Adjust Your Avatar

The Psychology of Copywriting

How do you make changes in your copy when doing follow-up avatar research reveals new data?

You might remember the article we looked at in episode 3 which evaluated which of five different hotel towel reuse signs would lead to the highest rate of towel reuse. Today’s article is a follow-up study that analyzes why towel reuse rates were very low in general in the original study by replicating the study in Germany. The authors of this article conducted two studies and concluded that the different types of messaging had no effect on rates of towel reuse in hotels.

As copywriters, we need to recognize that the opportunity to adjust when new research leads us to new data is a good thing. This research helps you know your avatar better and gain that avatar advantage.

In this episode I highlight 4 steps that help you gain the avatar advantage:

1. Deciding who you want to work with
2. Designing your avatar including their demographics, goals, and values
3. Defining your avatars motivations
4. Declining those industries that you don’t want to work with

Listen in to find out how you can adjust your avatar to know them better than they know themselves.

What To Look For In This Episode:

• [00:16:15] How new research and data can help you as a copywriter.
• [00:16:45] Step 1: Decide.
• [00:19:35] Step 2: Design.
• [00:21:33] Step 3: Define.
• [00:23:04] Step 4: Decline.

Journal Article:

A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior.

https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0104086

Bohner, G., & Schlüter, LE. (2014). A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior. PLOS ONE 9(8): e104086. https://doi.org/10.1371/journal.pone.0104086

Resources:

• How To Write Your Own 6-Figure Sales Page – com
• Brand Voice Template – com

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